A new study reveals that although consumers want a more personalized experience online, fewer of them are willing to divulge personal data now then last year.

ChoiceStream's second annual National Consumer Survey on Personalization found that 80 percent of respondents are interested in a personalized online experience, but 63 percent of respondents are concerned that personal data may not be secure with personalization.

Among the survey respondents, only 59 percent are willing to provide preference information for personalized content, which is down from 65 percent of respondents who were willing to provide this information in 2004. In addition, just 46 percent of respondents are willing to provide demographic information for personalized content, down from 57 percent of respondents who were willing do so last year.

Other survey results show that online retailers are leaving money on the table by not providing more insight into inventory -- over one-third of all respondents indicated they would have bought more if they were able to find more products they liked. In particular, 37 percent of respondents indicated that when they last shopped for DVDs/videos, they would have bought more if they found more that they liked, and 34 percent of respondents indicated that when they last shopped for music, they would have bought more if they found more that they liked.