Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Marketing Management » Study: Millennials More Comfortable Sharing Personal Data For Targeted Ads & Relevant Offers

Study: Millennials More Comfortable Sharing Personal Data For Targeted Ads & Relevant Offers

A recent survey conducted by the USC Annenberg Center for Digital Future and Bovitz Inc., revealed “Millennials” (those 18-35)  have a different attitude than Internet users 35 years and older when it comes to sharing their personal data online with businesses. While 70 percent of Millennials agreed with the statement, “No one should ever be […]

Amy Gesenhues on April 22, 2013 at 5:17 pm

A recent survey conducted by the USC Annenberg Center for Digital Future and Bovitz Inc., revealed “Millennials” (those 18-35)  have a different attitude than Internet users 35 years and older when it comes to sharing their personal data online with businesses.

While 70 percent of Millennials agreed with the statement, “No one should ever be allowed to have access to my personal data,” 56 percent said they would share their location with a nearby company in return for a relevant coupon or promotional deal. Only 42 percent of users 35 years and older agreed they would share their location.

Study on millennial attitudes toward personal privacy“Millennials recognize that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behavior,” said Jeffrey I. Cole, the director of the USC Annenberg Center for the Digital Future.

According to the study results, Millennials are more receptive to targeted advertising when personal data is required. When asked whether they agreed or disagreed with the statement, “I’m okay with trading some of my personal information in exchange for more relevant advertising,” 25 percent of Millennials agreed compared to only 19 percent of users 35 years and older.

Study on millennial attitude toward personal privacy

The study found that Millennials are more active on social media with 48 percent of Millennials visiting social networking sites several times a day compared to only 20 percent of users age 35 and older. Millennials are also more likely to connect with people through their social networks, contacting an average of 18 people per day via social media, while people 35 years and older contact, on average, only five people per day on their social networks.

Study on millennial attitude toward privacy online

The Millennial study results were taken from The USC Annenberg Center for the Digital Future’s annual survey based on a longitudinal survey of the views and behavior of users and non-users.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Getting Started with the Agile Marketing Navigator: Building a Marketing Backlog
    3 ways to dominate with Google Auction Insights and search intelligence
    Webinar: Work smarter, not harder, to give customers what they want
    B2B customer journeys that begin at review sites are significantly shorter
    Using Google Analytics 4 integrations for insights and media activations

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Marketing ManagementMarketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

5 Best Practices for Bringing Together All Your Marketing Data

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.