Statistics from consumers that marketers should consider
Most online users accept viewing ads in order to receive free content. In fact, in a survey conducted by Krux Digital, 87% approved of it.
Feelings associated with ad targeting are a bit different.
The January survey from Krux Digital can be broken down as follows:
-57% of those surveyed believe it is OK for a website to track activity on that site for targeting purposes.
-27% of those surveyed believe it is OK for a website to track activity to target ads to the user on other sites.
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-22% of those surveyed believe it is OK for a website to track activity and share anonymous information with others who want to target them.
-19% of those surveyed believe it is OK for a website or marketer to use information about offline activities to target users.
An article from eMarketer covering the results reported that 52% of the survey respondents have already taken some form of action to stop others from tracking their activities.
Respondents are interested in dealing with tracking in a different way. 86% of respondents showed a desire for a centralized tool that managed tracking and targeting for the whole of the web. 75% of those would use a tool if offered by a site they trusted and 80% said they would have more positive attitudes towards sites that offered an option for tracking and targeting to their users.
Marketers may want to consider offering an option to users or offering a tool that managed tracking so they do not lose audience members.
