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The survey, carried out in the US, found that 56 percent of respondents said they are more likely to purchase from a site that allows personalisation. Additionally, 63 percent are more likely to register at a site that allows personalisation or content customisation.
It also found that 82 percent of people surveyed said a Web site's privacy policy was a critical factor in a decision to buy on-line.
According to the authors, the results, which were prepared for the Personalization Consortium, have implications for on-line sellers. These are that the most desirable customers increasingly want to receive improved service or relevant benefits from Web sites that can remember their personal information.
Other finding in the survey, conducted by Cyber Dialogue, were that 87 percent of people surveyed are annoyed when a site asks for the same information more than once. In addition, 82 percent are willing to provide such personal information as gender, age and ethnicity if the site will remember their preferences and personal information.
The revenue benefits of personalisation were evident in the fact that 28 percent of personalisers spent more than USD2,000 on-line last year compared to only 17 percent of non-personalisers who spent as much.
The survey also found that 21 percent of personalisers pay for on-line subscriptions against only 11 percent of non- personalisers.
In terms of privacy, 82 percent of respondents said a Web site's privacy policy is a critical factor in their decision to purchase on-line and 84 percent refused to provide information at a Web site because they were not sure how it would be used.
"On-line marketing has now entered a stage where personalisation is the rule, not the exception," said Don Peppers of Peppers and Rogers Group, and co-chair of the Personalization Consortium.
He added, "Savvy marketers will need to provide consumers the convenience of customisation, show consumers its benefits and earn the consumers' trust by carefully guarding all their personalised data."
Founded in April 2000, the Personalization Consortium is an advocacy group of companies formed to promote the responsible and beneficial use of technology for personalising consumer and business relationships.
Some members of the group include 24/7 Media, American Airlines, Broadbase, eSupplies.com and PricewaterhouseCoopers.
The survey was commissioned by the Personalization Consortium and conducted by Cyber Dialogue. Respondents were US consumers age 18 and over who have been on-line for two years or more and have made one or more purchases on-line during the last 12 months. It was based on the answers of 512 qualified respondents who were screened from a universe of 3,500.
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