Back to the Future _200x200Despite privacy concerns, consumers continue to make online purchases across various channels, devices

In our fast-paced world, the average shopper no longer cares if the brands they love and trust know their name or location— so long as that knowledge makes the shopping process more personal and convenient. But this hasn’t always been the case. So, what has changed?

With the availability of so much data online and the added convenience garnered from providing a little information, “privacy” has become a loosely understood term by both older and (even more commonly) younger generations. The once-anonymous Internet has become a much more personal place not just because of social networks, but also because of data captured through places like email, search and frequently visited websites.

In our Third Annual Holiday Survey, we found that the smartphone raised the most privacy concerns with 64.5% of respondents telling us they were concerned about their privacy on these devices.  PCs were close behind, with 55.3% of respondents reporting concerns over privacy and 42.1% expressing concern on tablets.  Despite consumer concerns about privacy, cart abandonment due to privacy concerns was a relatively low 15.3% on smartphones, 12.3% on PCs and 10.7% on tablets.


In-store shoppers, however, don’t report much concern about the privacy of their data. This is largely because brick-and-mortar retailers eventually get to know their repeat visitors on a personal level, and therefore, gain their trust. And, as our survey finds, privacy concerns are waning as both the convenience of mobile shopping gains ground and as retailers build up consumer trust through improved online interactions.