80% of U.S. consumers prefer free internet access supported by ads and over 70% are willing to share data to enable it
NEW YORK, Jan. 27, 2025 /PRNewswire/ — According to a new IAB study, consumers value both the laws protecting data privacy and the free and open internet.
“This study validates and builds upon what we heard from consumers during our 2024 survey. Personalization and privacy can co-exist and benefit both consumers and the growth of the free and open internet,” said David Cohen, CEO, IAB. “Consumers understand the advertising value proposition and are willing to share their data to enable a personalized experience.”
The study, “Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization,” conducted by IAB leveraging its Insights Engine (powered by Attest) and in partnership with Talk Shoppe, reveals that awareness and support of data privacy laws in the U.S. and abroad are growing but education is needed.
The report’s findings include:
- 80% of U.S. consumers are concerned about their data being used for criminal activity, which highlights the importance of data security, especially with regard to sensitive data. Only 2% of consumers are concerned about use of their data for personalized advertising.
- 70% of U.S. consumers are familiar with current state-level data privacy legislation, and a majority of them perceive the laws to be effective. However, only 40% know they can access/delete collected data.
- 60% find current privacy management complex, confusing, and inconvenient.
Consumers with privacy rights prefer ads personalized to their interests
- 86% of U.S. consumers agree websites/apps are free because of advertising
- 82% of U.S. consumers agree personalized ads help them discover products and services they’re interested in
- 80% prefer ads for products or services they’re interested in or shopping for
- 79% feel more positive toward brands/retailers that tailor their ads based on their preferences
“As the U.S. considers a comprehensive and preemptive national privacy law,” continued Cohen. “We hope legislators will balance a robust set of privacy rights focused on high-risk areas while continuing the benefits to consumers of a free and open internet.”
The full “Striking the Balance: the Consumer Perspective on Privacy, Preference, and Personalization” study is available here.
About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.
SOURCE Interactive Advertising Bureau (IAB)