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Top 5 Local Ad Stats of the Week: Online Privacy

As Big Data transforms the relevance and effectiveness of digital advertising, it is generating tension around online privacy.  At the local level, mobile devices have created an influx of location data that has led to many discussions about the impact this is having on privacy. What we are finding is consumers want the conveniences of digital technologies, yet the control to decide what about them is shared.

Digital properties are acquiring a variety of consumer data from web history, cookies, social media activity, online purchases, GPS, likes, check-ins, tags and other methods. A question some are asking is whether properties really own this information after it is collected, or if it is up to the consumer on how their information is shared.

While the debate rolls on, it’s important for marketers to consider consumer sentiments about this issue. Here are some stats to help put online privacy into perspective:

  • 92% of U.S. Internet users worry about their privacy online. (TRUSTe)
  • The percentage of consumers willing to share their current location via GPS with retailers nearly doubled year-over-year to 36%. (IBM)
  • 85% of online consumers oppose Internet ad tracking. (Consumer Reports)
  • Nearly 80% of consumers are willing to provide personal information to “trusted brands,” yet 62% of consumers said they worry about how markets are using their personal information. (SDL)
  • 91% of respondents value the benefit of “easier access to information and knowledge” that digital technology affords, but only 27% say they are willing to trade some privacy for greater convenience and ease online. (EMC Corporation)

Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

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