More Americans are willing to share their personal information with companies if it means getting better service while shopping, according to a survey sponsored by Teradata, a division of NCR Corp. With the shopping public’s growing concern over privacy, companies also need to clearly communicate the benefits of personalization to build consumer confidence, according to the survey.

The Teradata survey notes that two-thirds of the consumers surveyed "think a lot about privacy" as they surf the Internet. In addition, 79 percent of survey respondents reported that explicit guarantees that their personal information will be kept private would encourage them to purchase products or services online.

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