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HomeConsumer market study on online market segmentation through personalised pricing/offers in the European Union final report
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This consumer market study about personalised pricing/offers in the EU looks at: the nature and prevalence of the online personalised practices used by sellers/providers; whether businesses are transparent about online personalisation; consumers’ awareness and perception of online personalised practices and problems experienced; and the economic value/effects of personalised pricing/ranking of offers. The study covers all EU Member States, Iceland and Norway. Between December 2016 and November 2017, the following tasks were carried out: a review of the literature on online personalised practices; consultations with consumer and data protection authorities, national experts and business operators; an assessment of the applicable EU Regulatory framework and sellers’ awareness and compliance with this legislation; an assessment of the economic effects of personalised pricing/ranking of offers; an online survey measuring consumers’ awareness of/opinions on such practices; a mystery shopping exercise (in four markets, namely airline tickets, hotels, sports shoes and TVs) replicating ‘real life’ experiences when searching for goods/services on e-commerce websites, designed to assess the prevalence of personalised pricing/ranking of offers; and an online behavioural experiment designed to assess consumers’ ability to recognise online personalisation, as well as their “willingness to purchase” personalised products, depending on the level of transparency in communication.
- Published:
- Corporate author(s): Consumers, Health, Agriculture and Food Executive Agency (European Commission) , Deloitte , IPSOS , London Economics
- Themes: Economic policy — Economic and monetary union
- Subject: common tariff policy , consumer policy , electronic commerce , EU agricultural market , EU Member State , European undertaking , Internet , report
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| ISSN | ISBN 978-92-9200-929-8 | DOI 10.2818/990439 | Catalogue number EB-04-18-559-EN-N |
- Released on EU publications website:
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