Most web surfers are not happy with having information collected about them in order for advertisers to provide them with more tailored ads, according to new research.
The research, from ad technology firm Burst Media, found that, based on the description ‘advertisements more relevant to interest’, only one-in-five (23%) would not mind if non-personally identifiable information was collected in order for ads to be better targeted.
Among the 60% of respondents who are aware of the tracking, collecting and sharing of information that occurs as a result of online activities, three out of five (62%) believe it is likely that web sites are tracking their behaviour online by collecting information on how they navigate and interact with sites.
Around 80% of web surfers across all age groups are concerned about privacy issues relating to data gathered about their age, gender, income and web surfing habits.
In the 18-24 year old age bracket, 67% are worried about this issue, while 86% of respondents aged 55 years and older say they are disturbed by the idea.
More than 4,000 internet users participated in the survey, designed to understand how privacy impacts on both the consumer and advertiser experience.
A recent UK advertising forecast produced by WARC for the Advertising Association predicted that adspend levels in the UK would fall by 4.3% in 2009 at current prices, with the first upturn, a modest 0.3% rise year-on-year, set for Q2 2010.
The report found that online is the only medium likely to grow throughout this period, at an average of 9% per quarter, while outdoor and transport will be the first form of traditional media to recover, with growth of 4.3% in Q1 2010 (see UK adspend levels to fall 4.3% in 2009).
