infographic: how millennials feel about data targeting & online privacy
DESCRIPTION
IDG Research Services conducted a survey of a group of millennials (18-34 years old) who have an interest in technology— e.g. tech marketers, tech decision makers and consumers, in both the B2C and B2B space. The results basically show two perspectives: Data targeting is OK as long as the millennials save money or get relevant offers; and that data targeting and online privacy is a fact of online life but it makes them uneasy. This infographic also takes a look at/compares the 35+ audience and their thoughts on online privacy. See more at: http://idgknowledgehub.com/infographic-millennials-feel-data-targeting-online-privacy/2014/01/27/#sthash.KkikAR4b.dpufTRANSCRIPT
Research Services
How do you feel about companies collecting and analyzing personal data for the purpose of delivering targeted advertising/information to you?
Of millennials generally notice and appreciate when companies target offers/communications to their interests
This group of Millennials: 18-34 yrs old who have an interest in technology (e.g. tech marketers, tech decision
makers and consumers, both in B2C and B2B)
64%“Companies having
access to my personal data or web behavior
makes me feel uneasy”62%
“Data targeting is inevitable,
regardless if I like it or not”
What actions have you taken to protect your online privacy?
Millennials 35+ yrs old
Deleted cookies
Changed social media privacy settings to be more restrictive
Changed browser settings
Uninstalled an app
Opted out of targeted advertising
Provided false or incomplete info on social media
Changed to a different website/service
Stopped using an online service
88
8
8
7
7
7
6
6
3
3
3
4
5
2
(out of 10 people)
Have taken action to protect their online privacy
95%
***
67%agree“It’s OK with me as
long as I get relevant offers, advertising,
or information”65%agree
“It’s OK with me as long as I save money”
5
44%
*
Insights from Tech Decision Makers & Consumers
Donna Boyd, Social Media ResearcherMicrosoft Research/NYU
We’re moving to an era of public by default, private by effort.
MillennialsMillennialsInsights from Tech
Decision Makers & Consumers
Source: IDG Research, 2013 Millennials and Media
BUTMillennials are less likely to opt out of targeted advertising
than older peers
MM M
Data targeting can positively impact customer-marketer relationships
Attitudes Regarding Data Targeting & Online Privacy