Consumer loyalty cards and profiling

This is a scenario anchored in a familiar bargain that is offered in many existing retail environments. Many consumers already allow their shopping preferences to be tracked and sold to other companies in return for discounts on products, and some 47% of adults say they would be comfortable with the following scenario: "A grocery store has offered you a free loyalty card that will save you money on your purchases. In exchange, the store will keep track of your shopping habits and sell this data to third parties."

By comparison, 32% say it would not be acceptable, and another 20% say it would depend on the circumstances of the offer. Those ages 50 and older are somewhat more likely than younger adults to say that this arrangement would not be acceptable: 39% of those 50 and older say this deal would not be acceptable, compared with 27% of those ages 18 to 49. In addition, those in households earning less than $30,000 per year are more likely than those in higher-income households to say this deal would be acceptable: 56% of those in lower-income households say the loyalty card bargain is acceptable vs. 43% of those in higher-earning households.