Online shoppers don't want browsing pattern tracked: Survey

Conducting a survey on consumer behaviour towards brand loyalty, Mumbai-based EMart Solutions said data security was of paramount importance for online shoppers as 61 percent of the people surveyed do not wish online portals to track their browsing behaviour, while 64 percent of the respondents were unwilling to share their household information. Interestingly, the survey said 51 percent of the buyers do respond to personalised targeted marketing despite their reluctance to share personal or household information. The survey was conducted in 21 states covering more than 500 cities with over 6,500 respondents. The surveyor said most of the respondents in metro cities were part of brand loyalty programmes across multiple categories. An earlier report suggests that online shopping in India will increase to 67 percent this year. About 40 million consumers purchased something online this year and the number is expected to grow to 65 million by 2015 with better infrastructure in terms of logistics, broadband and Internet-ready devices. Online apparel sales continue to capture a greater share of Indian retail e-commerce as a category along with the computer and consumer electronics sector, fuelling the overall market growth. IANS