Consumers lean towards targeted ads
Consumers are increasingly willing to accept targeted advertising, according to a global survey conducted by KPMG. Fifty eight percent of respondents to the Consumers & Convergence research say they would be willing to allow their online usage and personal profile information to be tracked, if this would result in lower costs.
Some 80% of Hungarians say they are favour of tracking, followed by the Brazilians with 72%, Indians and Russians, both with 65%. Least keen are the Poles, with 30%, the Dutch, with 37%, and the Canadians, with 42%.
“There seems to be a clear distinction in consumers’ minds between uncontrolled use of personal information, and properly regulated use,” says Sean Collins, global chair, communications and media for KPMG. “They do see the value in allowing service providers to have access to the information necessary for more tailored services, but they are only prepared to do this if the risks are controlled and, crucially, if there is some value in it for them.”
