Shoppers are increasingly unwilling to share personal details as more shift to online commerce.
According to the Accenture UK Holiday Shopping Survey, this year 41 percent will use a mobile, smartphone or tablet to get better discounts and deals.
The research found that 53 percent of consumers expected to do the majority of their shopping online, ahead of the 44 percent expecting to do most of their shopping in-store.
However, in a growing barrier to increased mobile commerce, 39 percent of consumers are concerned about privacy and security on the mobile platform.
In addition, 31 percent raised concerns over the fact that not all sites are mobile-enabled.
In the equivalent report last year, only 16 percent named data privacy as a concern generally, with 45 percent willing to overlook these issues for customised products and services.
"Retailers have been tracking customers on their mobile devices for several years now, and we are seeing an increase in this happening using new technologies such as Beacons around the store," Matt Prebble, managing director of Accenture‘s retail division told CBR.
"The data collected from the devices enables retailers to gain insights into shopping habits and the ability to use those insights to provide a better experience for the customer, and as a result, drive an increase in sales."
Prebble also said: "Most consumers understand that retailers use their data to improve their experience and provide personalised offers, but they may not necessarily know when their data is being collected or how it will be used, which is where the concerns around privacy come into play.
"As such, retailers should be more transparent about what data they are collecting and when, as well as aim to provide more flexibility for consumers to control how their personal information is being used to tailor their shopping experience."
The research surveyed over 1500 shoppers from the UK.
