Generally, Americans have an unfavorable opinion about online targeted advertising.
More than half (51%) of US adults believe that targeted advertisements are an inappropriate use of personal data rather than a convenient way to see products they’re interested in, according to more than 3,100 US adults surveyed by YouGov.
Asked which choice best matched their perception (inappropriate use of personal data or convenient way to see interesting products), fewer than 3 in 10 (27%) of total respondents chose the option that targeted advertisements are a convenient way to see products they are interested in.
These findings highlight the dilemma advertisers face, with consumers saying they prefer ads that are relevant to them – yet many are opposed to being targeted with ads based on their online activity.
Adding to this dilemma is previous research showing that targeted advertising is often seen as creepy and can have a detrimental effect on a brand.
Almost two-thirds (63%) of consumers say they would stop buying from a brand if it used poor personalization tactics such as targeting too often or for too long. Read the rest at Marketing Charts.