Study: Consumers accept personalization technology

April 17, 2006

Although they have concerns about privacy, consumers believe that personalization technology – such as direct-mail marketing and filling out forms on Web sites – is here to stay, according to a research project conducted by two Arizona State University assistant professors and two graduate students.

The research team's project “Personalization of Data for Print and e-Commerce” investigated the use and penetration of personalization in the print and Internet industries, as well as consumer acceptance of that personalization during a five-month period. The initial findings were presented in August at the International Graphic Arts Education Association's conference at Millersville University in Pennsylvania.

According to the white paper produced by Graphic Information Technology (GIT) assistant professor La Verne Abe Harris, GIT graduate students Deborah Baney and Brian Davis, and GIT clinical assistant professor Howard Nelson, personalization is “a way to build customer loyalty and deliver intelligent recommendations to a target audience whether the mode is via print or the Internet.”

Print personalization can include direct-mail marketing, and Web personalization can include tracking customers' behaviors on Web sites. Both print and Web personalization involve customer-specific content that is based on that customer's implied interests.

“Personalization is growing in use for the Internet and in variable-data printing,” Harris says. “Today, print and e-commerce clients are expecting personalization as a part of their marketing strategy. This technology is significant because it gives clients a tool to effectively reach their target market, have that competitive advantage, and build a one-on-one relationship with their customers and users.”

When asked about Web personalization, 75 percent of respondents said they believe it is expected to continue, and 68 percent said print personalization is here to stay as well. Privacy issues raised concern for 31 percent of respondents on Web personalization and 30 percent on print personalization.

The study was funded by a $3,000 research grant from the Electronic Document Systems Foundation (EDSF).

Source: Arizona State University

Explore further: Message-bearing coffee foam taps printer mechanics

Related Stories

Message-bearing coffee foam taps printer mechanics

June 28, 2015

If vendors could choose the key marketing rule of thumb for the past decade, you might learn they did it with two words, Personalize This. From sneakers to t-shirts to news feeds to music services, marketers believe consumers ...

Malware on Yahoo ads turned user PCs into bitcoin miners

January 10, 2014

(Phys.org) —Yahoo, has acknowledged that its service sites were used by hackers to enslave massive numbers of ordinary PCs who did so to generate bitcoins, and by extension, real earnings. Ads were placed on Yahoo web sites ...

The potential for robots to perform human jobs

April 20, 2015

Here's a game to play over dinner. One person names a profession that they believe can't be taken over by a machine, and another person has to make a case why it's not so future-proof. We played this game on an upcoming episode ...

Recommended for you

Researchers build bacteria's photosynthetic engine

July 29, 2015

Nearly all life on Earth depends on photosynthesis, the conversion of light energy into chemical energy. Oxygen-producing plants and cyanobacteria perfected this process 2.7 billion years ago. But the first photosynthetic ...

Studies reveal details of error correction in cell division

July 29, 2015

Cell biologists led by Thomas Maresca at the University of Massachusetts Amherst, with collaborators elsewhere, report an advance in understanding the workings of an error correction mechanism that helps cells detect and ...

Yarn from slaughterhouse waste

July 29, 2015

ETH researchers have developed a yarn from ordinary gelatine that has good qualities similar to those of merino wool fibers. Now they are working on making the yarn even more water resistant.

Scientists unlock secrets of stars through aluminium

July 29, 2015

Physicists at the University of York have revealed a new understanding of nucleosynthesis in stars, providing insight into the role massive stars play in the evolution of the Milky Way and the origins of the Solar System.

Rogue wave theory to save ships

July 29, 2015

Physicists have found an explanation for rogue waves in the ocean and hope their theory will lead to devices to warn ships and save lives.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.