Az internetezők 80 százaléka aggódik személyes adatainak mint életkor, nem, jövedelem és böngészési szokások biztonsága miatt Amerikában. Az aggodalom jellemző minden életkorban: a 18-24 évesek 67 százalékánál, az 55 év felettieknek pedig a 86 százalékánál. - Over 60% of respondents are aware of the tracking, collecting and sharing of information that occurs as a result of online activities.
- Respondents do not see value in ads targeted to them based on their web surfing behavior – even if it improves their web surfing experience
Insight #1: Most Web Users Believe Web Sites are Tracking Their Surfing Behavior
Anonymity Is SuspectThree out of five (61.9%) respondents say it is likely that a web site collects non-personally identifiable information (PII) – such as a visitor's geographic location or type of Internet connection. The proportion saying a web site tracks non-personally identifiable information increases as the age of the respondent increases.
Less than one-half (44.5%) of respondents say it is likely that web sites track PII of web users, one-fifth (20.2%) say it is unlikely, and 35.3% are unsure. Men and women respond similarly and, as with the previous questions, older segments are much more likely than younger segments to say web sites track personally identifiable information.
Insight #2: Web Surfers Not Willing to Give Up Privacy for More Relevant AdvertisingSomeone Is Watching, But Suspicion Comes With AgeThree out of five (62.5%) respondents say it is likely that a web site they visit collects information on how they navigate and interact with it. Interestingly, respondents 18-24 years are the only age segment where less than half (47.8%) say a web site tracks such information.
Consumers Wary of Behavioral TargetingBased strictly on a description – advertisements more relevant to interest – only one-in-five (23.2%) respondents would not mind if non-personally identifiable information was collected if ads were better targeted. There was a noted difference in the response of men and women with men more likely than women to say they would not mind the targeting of ads based on non-personally identifiable information, 26.7% versus 19.9%.
How You Can Use This InformationImpact on Advertisers:Online privacy is a prevailing concern for web surfers. Advertisers can take concrete actions to mitigate consumers' privacy concerns and at the same time continue to deliver their message as effectively as possible. One easy way to accomplish this is to layer content targeting on to your behaviorally targeted campaigns. Adding content targeting allows advertisers to better target consumer segments with appropriate creative – and in content that is relevant to the viewer. This targeting method brings to the forefront messaging and context – factors essential for advertising success.
Impact on Publishers:Clearly state your site's privacy policy. Web publishers must be fully transparent when it comes to the collection of web site visitors' information. Have an easy-to-find, clear, and concise privacy policy that unambiguously states what visitor information you collect and how you use it.
Forrás: Burst Media