Consumers Prefer Targeted, Relevant Online Advertising in Exchange for Trade-Offs
PreferenceCentral, a consumer loyalty building technology solution provider, yesterday announced results of a survey it conducted that found that 1,050 U.S. internet users are more likely to prefer targeted online ads when they're asked to make real-world, value-for-value trade-offs, such as free access to internet content.
Certain factors play a role in consumers’ comfort levels with online advertising, however. When educated about behavioral targeting, for example, 29 percent of respondents became less comfortable with the trade-off of free content for targeted ads, according to the survey. But when informed that behavioral targeting information is anonymous and nonpersonally identifiable, 35 percent of the users became more comfortable, indicating a need for consumer education on this topic.
The survey results also revealed that when presented with the option of a solution that would give them more control over their exposure to targeted ads and transparency into the data used by advertisers, 70 percent of the respondents expressed interest in using such a tool, with 33 percent stating they're very to extremely interested.
In fact, 41 percent of users became more comfortable and were 27 percent more willing to receive targeted, relevant ads in exchange for free content if they were given a control solution. Finally, across all trade-off exercises, only about 10 percent of users expressed a preference for paying for content with no advertising.
The PreferenceCentral study is the first in an ongoing series of research studies the company plans to produce in support of its mission to strengthen consumer trust and understanding of advertising through technology and education.