Trust Concerns Deter Consumers from Providing Personal Information for Targeted Advertising

Consumers like regional and targeted advertising because it provides information relevant to them as an individual consumer. Participants indicated they are less likely to skip/fast-forward or click out of targeted advertisements that are more personally directed to them. However, less than 20% of respondents in both the US and UK indicated that they are likely to consider providing personal information for more targeted advertising on all sources evaluated, compared to more than 30% of respondents in China. Furthermore, the majority of respondents in the US, UK and China, have privacy/trust concerns about providing personal information in order to receive more targeted advertising, largely due to a lack of confidence in the security of consumer data collected and trust of what companies will do with it. Consumers have a growing awareness of the data already collected on them and the opportunity such companies have to misuse the data to their advantage. The more consumers feel they are benefiting from providing such information, the more they will be willing to provide.

1 Executive Summary
2 Introduction
3 Awareness of Regional and Targeted Advertising
3.1 Region
3.2 Gender
3.3 Age
4 Willingness to Provide Personal Information for Targeted Advertising
4.1 Region
4.2 Gender
4.2.1 US
4.2.2 UK
4.2.3 China
4.3 Age
5 Method to Provide Personal Information for Targeted Advertising
5.1 Region
5.1.1 US
5.1.2 UK
5.1.3 China
5.2 Gender
5.2.1 US
5.2.2 UK
5.2.3 China
5.3 Age
6 Privacy/Trust Concerns
6.1 Region
6.2 Gender
6.3 Age
7 Targeted Advertising for a Subsidized TV Price
7.1 Region
7.2 Gender
7.3 Age
8 Conclusion
9 Analyst Contacts
10 Appendix: Respondent Profiles