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This is Scientific American 60-Second Science. I'm Christopher Intagliata. Got a minute?

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"If you were to walk into a brick and mortar store and they were offering better prices for less affluent people there would be a revolt, right?

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No one would stand for this."

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Christo Wilson, a computer scientist at Northeastern University.

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But on the Internet, he says, anything goes when it comes to pricing.

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"It is super subjective. Everything can be personalized."

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Wilson and his colleagues analyzed just how personal online shopping can get.

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They compared the search results of 300 real-world users to searches by cookie-free, fake accounts on 16 major e-commerce sites.

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Turns out half the sites personalized search results, based on who was searching.

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Especially travel sites.

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Expedia and Hotels.com prioritized more expensive hotels for certain users; and Priceline skewed search results based on past purchases.

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But Wilson's favorite example of variable online pricing was HomeDepot.com,

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where shoppers on mobile devices tend to be offered much more expensive items.

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"You know, It's like you went on your desktop and you search for a table and they give you a plastic folding table;

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but you search from your phone and they give you a mahogany dining room table."

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The researchers will present their findings on November 6th at the Internet Measurement Conference in Vancouver.

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For all you comparison shoppers, here's Wilson's advice on how to beat the bots.

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"Do the search from your desktop, as you normally would.

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You should also do the search from an incognito or a private window.

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You should also then do the search from your mobile, or your tablet.

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And then if you're really paranoid, you should also talk to a friend or a family member , and have them also do the search."

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We've gone from brick and mortar to click and be mortified.

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Thanks for the minute, for Scientific American 60-Second Science. I'm Christopher Intagliata.

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This is Scientific American 60-Second Science. I'm Christopher Intagliata. Got a minute?

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"If you were to walk into a brick and mortar store and they were offering better prices for less affluent people there would be a revolt, right?

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3 / 23
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No one would stand for this."

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Christo Wilson, a computer scientist at Northeastern University.

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5 / 23
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But on the Internet, he says, anything goes when it comes to pricing.

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"It is super subjective. Everything can be personalized."

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Wilson and his colleagues analyzed just how personal online shopping can get.

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They compared the search results of 300 real-world users to searches by cookie-free, fake accounts on 16 major e-commerce sites.

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Turns out half the sites personalized search results, based on who was searching.

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Especially travel sites.

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Expedia and Hotels.com prioritized more expensive hotels for certain users; and Priceline skewed search results based on past purchases.

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But Wilson's favorite example of variable online pricing was HomeDepot.com,

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where shoppers on mobile devices tend to be offered much more expensive items.

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"You know, It's like you went on your desktop and you search for a table and they give you a plastic folding table;

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15 / 23
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but you search from your phone and they give you a mahogany dining room table."

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The researchers will present their findings on November 6th at the Internet Measurement Conference in Vancouver.

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For all you comparison shoppers, here's Wilson's advice on how to beat the bots.

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"Do the search from your desktop, as you normally would.

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You should also do the search from an incognito or a private window.

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You should also then do the search from your mobile, or your tablet.

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And then if you're really paranoid, you should also talk to a friend or a family member , and have them also do the search."

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We've gone from brick and mortar to click and be mortified.

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Thanks for the minute, for Scientific American 60-Second Science. I'm Christopher Intagliata.

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