Among active social network users who watch videos online, 30% are willing to allow streaming video sources to mine their social networking information to provide relevant ads, according to a study released in July 2012 by Performics. Fathers are the most receptive (43%), with mothers also slightly above average (31%). Other men (e.g., bachelors, husbands without children – 27%) and other women (23%) are the least receptive.
Respondents’ openness to social network contact mining may be related to frustration with the current relevance of ads: just 30% of respondents believe that the online video ads they see are relevant to them.
The study defines active social network users as consumers who visit one or more social networks daily. Read the rest at MarketingCharts.