Personalization

According to ClickZ, the 2006 ChoiceStream Personalization Survey found that over half of its 1,100 respondents would hand over personal info in exchange for a personalized online experience.

The stats for those who would part with personal details are up 24 percent from the previous year - to 57 percent of respondents - and that can probably be "blamed" on the flurry of Web 2.0 properties launched in 2006 as well as social networks (30 percent of respondents claimed membership in at least one). Not surprisingly, 69 percent of 18-24-year-olds tend toward sharing personal data, compared with just 8 percent of those 50 and over.

Personalization is a mainstay on the internet channel, and many consumers expect the trend to spread to other media. Almost half (45 percent) of survey respondents want more personalization than the current on-screen TV program guide provides, for example.

Another media where consumers want personalization is mobile. Just under 50 percent of survey respondents think personalization based on tastes and preferences would make them more likely to download ring tones, music and other content.