Information Currency

This 2008 article defines and discusses "Info Traders", the 50% of consumers who would be willing to share any kind of personal information with a (reputable) company, if they would gain an appropriate reward as a consequence.

Information Currency

Marketers are keenly aware of the benefits of smart online targeting and the value of detailed consumer information. Now, with recent headlines featuring behavioral targeting and new ways that marketers are using consumer information for online targeting (e.g., Facebook Beacon), consumers are learning exactly how valuable their information is. In fact, many consumers are learning to use their personal information as a new form of currency, trading it with businesses in exchange for a little something extra. This week's MONITOR Minute takes a closer look at “Info Traders” and what marketers can provide to these individuals to encourage...

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