Research Services

How do you feel about companies collecting and analyzing personal data for the purpose of delivering targeted advertising/information to you?

Of millennials generally notice and appreciate when companies target offers/communications to their interests

This group of Millennials: 18-34 yrs old who have an interest in technology (e.g. tech marketers, tech decision

makers and consumers, both in B2C and B2B)

64%“Companies having

access to my personal data or web behavior

makes me feel uneasy”62%

“Data targeting is inevitable,

regardless if I like it or not”

What actions have you taken to protect your online privacy?

Millennials 35+ yrs old

Deleted cookies

Changed social media privacy settings to be more restrictive

Changed browser settings

Uninstalled an app

Opted out of targeted advertising

Provided false or incomplete info on social media

Changed to a different website/service

Stopped using an online service

88

8

8

7

7

7

6

6

3

3

3

4

5

2

(out of 10 people)

Have taken action to protect their online privacy

95%

***

67%agree“It’s OK with me as

long as I get relevant offers, advertising,

or information”65%agree

“It’s OK with me as long as I save money”

5

44%

*

Insights from Tech Decision Makers & Consumers

Donna Boyd, Social Media ResearcherMicrosoft Research/NYU

We’re moving to an era of public by default, private by effort.

MillennialsMillennialsInsights from Tech

Decision Makers & Consumers

Source: IDG Research, 2013 Millennials and Media

BUTMillennials are less likely to opt out of targeted advertising

than older peers

MM M

Data targeting can positively impact customer-marketer relationships

Attitudes Regarding Data Targeting & Online Privacy