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 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.

“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.

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.

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.

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.