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British onsumers are happy to give away private information if they get better, more personalised online content in exchange. A survey found 64 per cent would exchange preference information for personalised content and product information. Just over half, 56 per cent, would give away information about their age and gender.

The survey also found differences in attitude according to age - younger surfers are more trusting (gullible?) than their older and more suspicious colleagues. Among 18-to-34 year olds, 63 per cent would happily give away demographic information; this falls to 49 per cent of over-35s. Overall, 40 per cent of respondents would agree to let a website monitor their clicks and purchases.

The survey also found that consumers are interested in personalisation - 81 per cent of people are interested in receiving personalised content.

Steve Johnson, CEO of ChoiceStream, which sponsored the survey, said: "It's not surprising that this willingness to give up some amount of privacy in exchange for a personalized experience is extending itself to allowing sites to monitor consumers' clicks and purchases as well. Reputable websites and services, such as Amazon, have earned consumers' trust over the past few years and demonstrated the payoff that this type of monitoring can deliver."

He thinks etailers and websites must keep an eye on changing consumer attitudes to their privacy versus their wish for personalised sites.

The survey was carried out by Zoomarang, which talked to 673 people across the UK. ®

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