Brits feel uncomfortable with third-party internet habits tracking

According to a recent YouGov survey, more than two-thirds of Britons feel uncomfortable with their Internet and social media browsing being tracked by advertising and media companies.

This opinion was expressed across the board: more than half of respondents felt equally uncomfortable in 15 of the 17 areas surveyed. In addition to Britain’s 72%, Spain and the US also top the list, with 69% of both respondents feeling uncomfortable with the idea.

Last month, YouGov surveyed just 19,119 people across different regions (the UK, mainland Europe, Asia, the United Arab Emirates and the US) to understand the public’s sentiment towards targeted advertising by online activity, as well as attracting To understand the types of messages required. Engagement.

There are a handful of respondents in some areas who have no problem with this concept. Accordingly, in India, more than half (55%) of respondents are satisfied with advertising and media companies tracking their online use, of which 18% are “very comfortable”.

The United Arab Emirates and China are in a comparable position at 50% and 49%, respectively.

Of the total sample, 61% would prefer that third parties not follow their habits, even if it means that future ads are not tailored to their preferences and interests. However, 32% thought otherwise.

The survey participants were also asked what type of posts they were most likely to engage in fully in an advertisement.

While some agree that if advertising is focused on the benefits of the product, they are likely to be fully engaged, more people would prefer to be entertained, for example with humour.

Forty-five percent of Britons agree, as do more than a third of respondents in all 17 regions.

For Indonesia, 62% of respondents seek entertainment, followed by China and Hong Kong at 60% and 57%, respectively.

At the other end of the spectrum, viewers are less likely to interact with ads that convey an important message, such as issues affecting particular groups, such as racism or homosexuality, or ads that talk about global issues. Let’s talk about, such as the environment and sustainability.

Only 20% of surveyed Britons are likely to be fully engaged in advertisements talking about global issues, and even less (12%) when messages express issues that are relevant to particular groups of people. are related to.

However, respondents in Mexico and India tend to be more forthright when it comes to these types of messages in advertisements. Half of the respondents in both countries agree that they will fully respond to an advertisement that talks about issues affecting particular groups of people.

As far as ads carrying messages about global issues are concerned, 32% of respondents in India are likely to fully respond; Mexico and the UAE are behind by just 28%.

Out of the total group surveyed, 45% of the respondents would fully engage in an advertisement if it entertains and makes fun of them; f31% less when ads talk about global issues. But only 18% of people will fully engage in ads that talk about issues that affect certain groups of people.