When asked to make a choice, 64 percent of respondents say it is more important that companies present them with relevant offers against only 36 percent who say companies should stop tracking their website activity. At the same time, however, 88 percent strongly agree or agree that companies should give them the flexibility to control how their personal information is used to tailor their shopping experience.“It is clear that consumers are demanding a more individual relationship with retailers and in the emerging ‘forever prospect’ model of retailing, that means service and product experience can be more critical than price,” said Shah. “Consumer marketing needs to address the current disconnect between offline and online shopping and enhance the physical store front with tailored digital experiences.” Social media established at the heart of retailing The survey confirms the importance of social media, with 92 percent of respondents more inclined to purchase from a company that makes use of social media channels. For 67 percent of the respondents, Facebook is their preferred social media channel. The survey also showed that 80 percent of consumers are more likely to buy from a company that uses online and email communications and 70 percent are more inclined to buy from companies using mobile applications. Additionally, respondents selected Internet advertising as the channel “most likely” to steer them toward buying (47 percent), followed by radio advertising (45 percent), print (31 percent), mobile (19 percent) and television (15 percent). For more details, download the Accenture Interactive Survey infographic (US) or the Accenture Interactive Survey infographic (UK). About the Survey The Accenture Interactive survey aimed to determine which shopping channels are used most frequently, how consumers move between channels, how social media influences purchasing decisions and the value consumers place on price, privacy and personalized shopping experiences. The consumer survey was conducted by Coleman Parkes on behalf of Accenture Interactive. It was carried out online in August of 2012 with 2,000 consumers in the United States and the United Kingdom. Participants were split equally between males and females between 20 and 40 years of age, and the survey recorded ethnicity and socio-demographics. About Accenture Accenture is a global management consulting, technology services and outsourcing company, with 257,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$27.9 billion for the fiscal year ended Aug. 31, 2012. Its home page is www.accenture.com.