TABLE 2
FROM:
Consumer reactions to online behavioural tracking and targeting
Pamela L Alreck and Robert B Settle
BACK TO ARTICLETable 2. Percentage who view each statement as true, false, or were unsure*
| Statement | True | Unsure | False | |
|---|---|---|---|---|
| 1 | Online marketers often save information about the buyers who purchase from them online. | 87.9 | 8.4 | 3.7 |
| 2 | Online marketers may be able to tell who has previously visited their site by leaving small programs or 'cookies' on visitors' computers. | 73.7 | 21.8 | 4.6 |
| 3 | Online marketers can tell whether or not a visitor linked to their site from a search site such as Google. | 70.9 | 22.3 | 6.8 |
| 4 | Online marketers can keep track of what pages an online shopper visits on their site whether or not they buy anything. | 67.5 | 22.8 | 9.8 |
| 5 | Online marketers often sell or trade the information they obtain from people who visit their website. | 67.4 | 18.4 | 14.2 |
| 6 | Online marketers may be able to identify repeat visitors by recording the IP address or 'ID number' of the shopper's computer | 64.9 | 27.8 | 7.3 |
| 7 | Online marketers can tell how long a shopper stays at their website on a given visit. | 63.4 | 30.4 | 6.2 |
| 8 | Online marketers sometimes give lower prices to shoppers who link to their site from 'price-comparison' sites such as BizRate or Froogle. | 44.1 | 42.7 | 13.2 |
| 9 | Online marketers almost always charge the same price to every online shopper for the same goods at a given time. | 37.3 | 25.9 | 36.8 |
| 10 | Online marketers sometimes give better deals to 'first-time' buyers than to those who have purchased from them before. | 37.1 | 32.4 | 30.5 |
| 11 | Online marketers cannot tell anything about visitors to their sites unless the shopper records some information and submits it. | 32.3 | 22.4 | 45.2 |
| 12 | Online marketers sometimes offer lower prices to shoppers who previously visited their site once or more without buying. | 30.0 | 42.4 | 27.6 |
| 13 | Online marketers almost always charge less for goods advertised in email messages with links to their websites. | 25.2 | 45.8 | 29.0 |
| 14 | Online marketers can not tell how many times a shopper has visited their site if the visitor did not buy anything before. | 22.3 | 28.4 | 49.2 |
| 15 | Online marketers are required by law to charge the same price to every online shopper for the same goods at a given time. | 21.4 | 39.3 | 39.3 |
| 16 | Online marketers can not tell what items visitors put in their 'shopping carts' if the shopper leaves the site without buying. | 18.0 | 28.8 | 53.2 |
* N=1,135.
