One-Third May Be Open To Behavioral Tracking

Nearly a third (32%) of Americans say they would be open to having their Web-surfing and television viewing habits monitored in order to receive ads more relevant to their interests -- as long as the data collected could not identify them as individuals, according to a global study of consumer media habits and advertising attitudes conducted by market research firm Synovate.

Another 8% said they would be open to such monitoring with "few, if any, concerns."

However, 35% said they would reject such technology because they would be concerned about monitoring services collecting data about them, and 9% said that they are not interested in changing the ads to which they are exposed.

On a worldwide basis, 11% expressed acceptance with few or no concerns, 26% indicated openness if individual identities were protected, 27% indicated rejection on the basis of privacy concerns, and 16% said they are not interested in changing the ads to which they are exposed.

The survey was conducted in September among consumers in the U.S. and 10 other countries. The U.S. survey took place online, and the 500 respondents comprised a representative national sample, according to Synovate.

The results confirm that consumers are taking steps to avoid advertising, and that this behavior varies by medium. For instance, 41% report that they are avoiding Web sites with intrusive ads or pop-ups more frequently than they did a year ago (9% are doing this less frequently, and 37% have not changed the frequency of this behavior). Even more (44%) are more frequently skipping ads when watching TV or listening to radio (5% are doing this less frequently, and 46% have not changed this behavior).

Here's a summary of U.S. consumer responses when asked about their frequency of engaging with brands/advertising via the Internet and social media during the past year:

• Following a brand on Twitter: 82% have never done this, 4% are doing it more often than a year ago, 1% less often, and 9% with the same frequency.
• Promoting a brand or ad on their social networking pages or becoming a brand fan: 63% have never done, 9% are doing more often, 6% less often, and 18% with the same frequency.
• Sharing links to ads that they like with friends: 55% have never done, 7% are doing more often, 9% less often, and 26% with the same frequency.
• Searching for an ad on the Internet (e.g. YouTube): 51% have never done, 8% are doing more often, 12% less often, and 27% with the same frequency.

Consumers were also asked to indicate how important various media are to them. Not surprisingly, Americans love their TV: 41% said they'd miss it a great deal if it wasn't there, and 34% said they "can't live without it." Only 19% said they like it but don't need it, and 5% that they could easily live without it.

But according to this survey -- remembering that it was conducted online -- Americans are even more attached to the Internet: 58% said they can't live without it, and 31% said they'd miss it a great deal if it wasn't there. Just 10% said they like it but don't need it, and 1% that they could easily live without it.

More than one-third (35%) said they can't live without their mobile phones, and another 28% would greatly miss them.

In comparison, 25% of Americans said they would greatly miss newspapers, and 10% that they can't live without them, while 23% and 6%, respectively, expressed those opinions about magazines.

Looking at perceptions about the amount of advertising in various media, 71% of Americans said there are too many ads on TV -- although 26% actually said that the number is about right, and 1% would be "happier to see or hear more ads."

Print media came out more favorably. Just 30% and 54% said that there are too many ads in newspapers and magazines, respectively, while 61% and 40% said that the number of ads is just right in newspapers and magazines, respectively. Four percent would like to see more ads in newspapers, and 2% would like to see more in magazines.

As for the new advertising frontier of mobile phones, 39% feel that the current number of ads is about right, versus 28% who already view advertising as too intrusive. Nearly a third (31%) were undecided.

How many would be willing to be exposed to more ads if they were paid for it? For both TV and the Internet, more than half (52%) said they would agree to be exposed to more ads, while 40% would not be willing. Slightly more - 54% -- would be willing to view more ads on their cell phones if they were paid to do so, although 31% said they would not be willing.

Looking at ad content, novelty appears to be more important than perkiness to U.S. consumers. Asked what characteristics their favorite ads tend to have in common, 21% chose "innovative/unique," 17% chose "spontaneous/playful," 15% chose "logical/straightforward," and 12% "optimistic/happy."