Which Would You Pick: Privacy or Relevancy?

We’ve all been victim of irrelevant ads.  Technology ads targeted towards baby boomers, or alcohol ads that pop up for underage adolescents.  It can be annoying and distracting, but it’s definitely unwanted.

In order to better market to customers, some companies request a shared location, in order to make your experiences more relevant and pertinent.  However, some hate revealing any kind of personal info.

In particular, according to a survey conducted by USC Annenberg Center for Digital Future and Bovitz Inc., the so called “millennials” (aged 18-35) are more inclined to be trusting enough to offer up some information to businesses, as opposed to those older than 35.

When asked the question on whether anyone should be able to have access to your personal data, 70 percent of the millennial group agreed that no one should.  However, 56 percent said they would share their location with a nearby business for a discount or deal.

Only 42 percent of those aged older than 35 said they would share their location regardless of a promotional attached to it.

1While some people don’t want to ever be advertised to, wouldn’t you rather at least see ads that interest you?  25 percent of the millennial group said the would be more okay with exchanging personal information in order to get more relevant ads, probably because they have accepted ads as a natural part of their online experience. This is in contrast to the 19 percent of users older than 35 who would reveal information in exchange for better advertising.

Obviously the 18-35 age bracket were more active on their social media accounts than those older than 35, but on top of that, 48 percent of the younger group visited their social sites more than a few times a day, whereas only 20 percent of the older group did.

3Over the years, people have generally come to accept that advertising is a part of any media: print, radio, TV, and Internet alike. The difference with Internet advertising, though is that companies can target their users so specifically, they’re likely to see ads they actually want to see. And those users are seeing the benefit, whether it be better targeted, more relevant advertising, or just some coupons to their favorite local store.

Do you think you would reveal personal information, such as your location, in order to gain deals or more relevant ads?

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Sydney Banks

Sydney Banks is one of the Social Media Coordinators at Customer Magnetism. She spends her days in the office strategizing social media content, managing ad campaigns, and generating reports. Away from work, she stays busy entertaining an active Golden Retriever and being a wife and mom. She is only slightly obsessed with Minions and it’s not unusual to see minion paraphernalia close by at all times.