92% of American internet users report worrying about their privacy online at least sometimes, a figure that has remained consistent over the past couple of years.
Nearly seven in 10 said they would disclose personal facts if the emails they received were more relevant as a result.
Fully 82% of those polled were at least somewhat willing to handle the increase in messaging.
81% of respondents said they were at least somewhat likely to make additional purchases, either online or in-store, as a result of targeted emails.
Millennials appear to be more influenced by word-of-mouth than Baby Boomers, while the latter are more reliant on advertising than the younger generation.
Online shoppers who have opted in to receive promotional emails from retailers not only welcome relevant product recommendations in the messaging they receive, but would also be prepared to share personal preferences in order to receive those personalized recommendations.
While smart phones far surpassed tablets in online shopping traffic share (21.3% vs. 12.8%) during the fourth quarter, tablets drove 11.5% of all online sales, compared to 5% for smart phones.
At least 8 in 10 respondents are aware of traditional tools such as retailer websites (86%), search engines (84%), and printable coupons (81%), with newer tools such as mobile coupons (59%), shopping apps (54%) coming on strong.
Overall, for the period beginning November 1 and ending December 9, digital retail sales were up 9%.
48% of US affluents with income of more than $100,000 said they discovered new luxury products while shopping online, a rate almost equal to the 50% who said they discovered new products while shopping in-store.