Just 5% of American adults believe that companies should have the right to track their activities whenever they’re online, while an opposing 28% feel that companies should never be able to track their online behavior, per results from a survey conducted by Ipsos on behalf of Microsoft. While that implies a negative sentiment towards online tracking, a majority 60% are ok with companies tracking them, but only if individuals give their permission. The remaining 8% are accepting only if it’s a value-based exchange, where the individual gets something in return.
Most consumers are not comfortable with personalized ads based on their web browsing or online service use, with 80% saying they would not want such ads. Read the rest at MarketingCharts.