November 1999: Personalized Marketing and Privacy on the Net: What Consumers Want

A Privacy & American Business Consumer Privacy Survey Questionnaire Development and Report by Dr. Alan F. Westin Fieldwork and Data Preparation by Opinion Research Corporation
November 1999

Contents
Message from Privacy & American Business
Message from DoubleClick
EXECUTIVE SUMMARY
BACKGROUND
SAMPLE AND METHODOLOGY
MAJOR FINDINGS
Attitudes About Privacy Online
Time Spent Online
Attitudes in Learning About New Products
Viewing and Purchasing Behavior on the Net
   1. Looking at Banner Ads
   2. Purchasing from Banner Ads
   3. Use of a Credit Card for Net Purchases

Personalizing Banner Ads
Willingness to Supply Personal Information for Tailoring Ads
   1. General Willingness to Supply Personal Information
   2. Willingness to Supply with Notice and Opt Out Choice
   3. Willingness to Have Information Gathered by Other Means

Cross-Tabulations by User Orientations
   1. Positive view of Having Banner Ads Tailored
   2. Willingness to Supply Personal Information for Tailoring Banner Ads
   3. Role of Notice and Opt Out in Willingness to Supply Information

Analysis of Net User Attitudes and Preferences
Privacy Policies for Consumer Personalization
User Access Rights
How Well Are Net Advertisers Hearing Netizens?
APPENDICES:
Questionnaire And Tabulations
ORC Methodology Note

COST: $25.00