Consumers are still confused about how their privacy is being handled and want companies to do more to protect them, according to new research released Tuesday by digital advertising platform Choozle.Consumers are still confused about how their privacy is being handled and want companies to do more to protect them, according to new research released Tuesday by digital advertising platform Choozle.
According to the report, a full 89 percent of consumers polled wish companies would take additional steps to protect their data. Seventy-eight percent think the US government should get involved by mandating stricter privacy and security standards.
Choozle based its research on a survey of 502 adult US consumers representing a variety of ages and income levels. The company’s “2018 Digital Advertising Trends Survey” checked in with consumers to get their opinions on privacy and see if predicted trends for 2018 were on track.
Digital advertising trends survey
We’ve hit the mid-year mark for 2018, and a lot has already happened in the ad tech space: Google Ad Blocker, GDPR, net neutrality, and much more. These looming events influenced many of the digital advertising trends predicted for 2018, but with Q1 and Q2 in the rearview mirror, are those year-end predictions really coming to fruition? And more importantly, how has consumer sentiment shifted over the past year given recent trends?
To answer these questions, we conducted a survey of 502 randomly-selected U.S. consumers—a census breakdown of 53 percent female, 47 percent males. Our 2018 Digital Advertising Trends Survey explores consumer experience with trends that were predicted to impact the digital advertising industry in 2018. These include most influential ad platforms and types, devices, ad blockers, gender stereotypes, and data privacy.
The results revealed that consumer sentiment opposes many of the trends predicted for 2018, including the rise of video, voice, and ad blockers, and that recent digital advertising trends might actually be aggravating consumer distaste in online advertisement. It also brought to light that many consumers are unaware of how these developments affect them.