A “personalization technology platform provider” recently surveyed some Americans and found that a large majority wanted personalized content online. Not surprisingly, their desire dropped when asked if they’d be willing to supply information about their preferences. When asked about supplying demographic data, interest dropped even more.
People were least willing to let their clicks and purchases be tracked in exchange for personalized content. Ironically, this data is the most available (via server logs) and this kind of personalization is the most prevalent (e.g., Amazon, Newsbot).