Newspaper article The Canadian Press

Digital Personalities Could Influence Information Retailers Have about Shoppers

Newspaper article The Canadian Press

Digital Personalities Could Influence Information Retailers Have about Shoppers

Article excerpt

Businesses to target digital personas

--

MONTREAL - Businesses may soon have the option of using consumers' digital personalities to tailor online ads and offers, rather than relying on traditional demographics.

Demographics -- age, income, gender, race -- have been used for decades in marketing but, as shopping moves online, the amount of personal information that retailers can collect from consumers is playing a larger role.

A study by Global payments company MasterCard has created five "digital personas" it says consumers around the world, including Canadians, adopt when they go online. These personas categorize consumers by how much information they want to share and what they expect in return.

For example, 21 per cent of those surveyed are "open sharers" who are regularly online and expect deals in return for giving personal information such as financial status, phone numbers and social insurance numbers.

Another 21 per cent, called "simple interactors," includes some of the most dedicated social network users although they are not particularly tech savvy. They will share their personal data but most of them still prefer to shop in stores, which may make targeted ads less relevant.

E-commerce expert Tim Richardson said companies are realizing the best way to increase business is not necessarily with new customers but to get their existing ones to buy more.

"It's not for you, it's for them. It's going to decrease the likelihood that they're going to make a mistake in offering you something," said Richardson, who teaches e-commerce and Internet marketing at the University of Toronto and Seneca College.

The five-month, worldwide study of 9,000 online shoppers was done by MasterCard to gather information for its bank and retail customers.

"If you can make an offer compelling enough, you can get information from consumers which is going to help you make more targeted offers," said Theodore Iacobuzio, vice-president of MasterCard's global insight group. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.