Research: People prefer ads that comply with privacy laws
According to Internet surveys, a third of users prefer advertising that comply with laws. According to the research, this kind of advertising is the most profitable and effective, whether it is just a coincidence or something more – let’s find out in the article.
The main goal of the research was to check whether such advertising is necessary, and if so, how to improve the current advertising model. It all started when researchers wondered what people actually think about ads that provide free access to the content in exchange for collecting information about the user. It turned out that 80% are convinced that the exchange is unequal. Although most users, including Zoomers and Millennials, understand the function of online advertising, most people do not enjoy watching it. People are annoyed by the long loading of ads and the very fact of intrusive tracking.
The methods of studying public opinion included, on the one hand, online surveys of more than a thousand Internet users, and on the other hand, five studies of the users’ reaction of a well-known browser with more than ten thousand respondents. The audience of the USA and Canada was studied.
According to the research leader Sebastian Halych, “survey results demonstrate a steady correlation between a fair advertising cost and concern for user privacy.” He also added that the well-established idea that users do not understand the economic laws under which the Internet exists is incorrect. If you give people the opportunity to determine how their personal data will be used, provide a choice of different options for this interaction, the users’ trust will increase, the attitude towards advertising will improve, and therefore the cost of this advertising will increase.
And here’s what else we managed to find out based on the results of the research:
- The time spent downloading ads makes 68% of respondents feel psychological discomfort, and more than 70% feel stress of realizing that ads track their interests. At the same time, users understand the importance of advertising in the economic processes of the Internet.
- Users are not massively in favor of the complete elimination of advertising. Over 80% stand for controlling the ads showing to them. 73% want to see ads separately from the web content and at a time more convenient for them.
- The more users can control ads, the more advertisers can benefit from it: 82% confirmed their willingness to familiarize themselves with the ads, if they could have more control over what they see. Users also noted that they are more interested in engaging with advertising channels, including visiting advertising sites and supporting brands that respect their privacy.
- Increased attention and increased ad interaction time are possible if you create a safe and confidential environment for users. If the user stays in such an environment, he pays much more attention to the advertising.
- Ads that respect user privacy are more effective compared to ads that don’t do this. Advertisers whose creatives were used in the research noted that key ad performance metrics increased. Thus, the associations caused by the brand showed an increase of 18%, the desire to learn more about the advertised product increased by 35%, and the desire to buy the product increased by 11%.
We now have strong evidence that users are more perceptive to ads respecting privacy. This research confirmed a theory previously mentioned by marketers and advertising agency representatives that advertisers get better results from caring about the users.