Image from http://www.sarmady.net/images/ipages-i/privacy.jpgPrivacy is a thorny and multi-faced issue. Even the concept of privacy is shifting as people increasingly live their lives online.
A recent US study from the Annenberg School for Communication and the Berkeley School of Law suggests that consumers feel they have lost control over their personal information, but this is tempered by a sense that they are, to some degree, protected.
More than two-thirds of respondents felt they had lost control, however, at the same time, they believed businesses usually handled their data well and that they were already protected by current regulations. Most were in favour of regulations being bolstered, with 63% agreeing that there should be a law requiring advertisers to immediately delete information about their Internet activity.
Privacy relates to behavioural advertising online, the merits of which are debated. Different research reports suggest consumers' preference, or distaste for behavioural advertising. Generally and unsurprisingly, consumers are more in favour of targeted offers and discounts than advertising.
My view is that the consumer response very much depends on the context. In some cases, people might feel like they're being stalked - in particular, if the advertising relates to something personal in their lives, such as relationships, or pregnancy. Other behavioural advertising is less emotionally charged and I imagine this is more acceptable, and even considered relevant and useful, for example car or insurance ads targeted at those in the market to buy a car.
No comments:
Post a Comment