They are more willing to try out different sports as they grow up, eventually to narrow them to the few at which they excel. This diversity presents an opportunity for marketers to create brand loyalty across sports. Brand positioning here is critical. Customers who buy more often and spend more money online are most likely to shop at websites that offer personalization, according to a new survey conducted by Cyber Dialogue for the Personalization Consortium. Fifty-six percent of those polled said they more likely to shop at a site that offers personalization, and 63 percent were more likely to register a site that offers personalization.
Improved usability seems to drive the demand for customized content.
Eighty-seven percent of those polled said they get annoyed when a site asks for the same information more than once, and 82 percent are happy to provide personal information if the site will remember it. The study found that consumers who personalize tend to spend more online. About 28 percent of personalizers spent over USD2000 online last year, while only 17 percent of non-personalizers did so. Personalizers are also more likely to pay for online subscriptions. Respondents also valued their privacy highly and were most likely to give personal information in exchange for access to restricted areas of a website.