IDG Research Services conducted a survey of a group of millennials (18-34 years old) who have an interest in technology— e.g. tech marketers, tech decision makers and consumers, in both the B2C and B2B space. The results basically show two perspectives: Data targeting is OK as long as the millennials save money or get relevant offers; and that data targeting and online privacy is a fact of online life but it makes them uneasy. This infographic also takes a look at/compares the 35+ audience and their thoughts on online privacy. See more at: http://idgknowledgehub.com/infographic-millennials-feel-data-targeting-online-privacy/2014/01/27/#sthash.KkikAR4b.dpuf

1. Millennials
Insights from Tech
Decision Makers & Consumers
Attitudes Regarding Data Targeting & Online Privacy
We’re moving to an era of public by default,
private by effort.
Donna Boyd, Social Media Researcher
Microsoft Research/NYU
How do you feel about companies collecting and analyzing personal data
for the purpose of delivering targeted advertising/information to you?
*
*
who have an
* This group of Millennials: 18-34 yrs old tech decision
interest in technology (e.g. tech marketers,
*
makers and consumers, both in B2C and B2B)
67%
agree
“It’s OK with me as
long as I get relevant
offers, advertising,
or information”
64%
“Companies having
access to my personal
data or web behavior
makes me feel
uneasy”
65%
agree
62%
“It’s OK with
me as long as I
save money”
“Data targeting
is inevitable,
regardless if I like
it or not”
Data targeting can
positively impact
customer-marketer
relationships
M
M
44%
M
Of millennials generally
notice and appreciate
when companies target
offers/communications to
their interests
Millennials
95%
35+ yrs old
Have taken action to protect
their online privacy
BUT
Millennials are less likely to opt
out of targeted advertising
than older peers
What actions have you taken to protect your online privacy?
(out of 10 people)
7
Deleted cookies
8
Changed social
media privacy
settings to be
more restrictive
7
6
Uninstalled
an app
6
Research Services
8
Provided false or
incomplete info
on social media
7
Changed browser
settings
5
Opted out of
targeted
advertising
8
8
3
Changed to a
different
website/service
3
Stopped using
an online service
3
4
2
5
Source: IDG Research, 2013 Millennials and Media