Precis Digital, a data-driven digital marketing agency, has unveiled its latest research, conducted by the YouGov analysis institute, on consumer attitudes towards privacy and wider societal issues in digital advertising in the UK.
The study highlights that while one-third of consumers express a desire for personalised advertisements, a mere 6% are willing to share additional data to receive highly personalised ads. This disparity raises questions about the alignment between consumer expectations and brands’ utilisation of their data for marketing purposes.
Despite the preference for personalised ads, a significant 52% of consumers have revoked consent from brands, with a large percentage citing annoyance (56%) or intrusiveness (53%) as the primary reason, highlighting the need for marketers to address the consumer demand for a better experience of online advertising and use of data.
Surprisingly, only 33% of respondents agree that online ads are more relevant than offline, despite the conventional wisdom that digital advertising offers significantly better targeting and personalisation. Additionally, 41% believe they haven’t seen any improvement in their online experience since the GDPR was introduced in 2018. These findings shed light on the complex landscape of consumer preferences and underscore the urgent need for brands to bridge the gap between data-driven marketing and customer expectations. These insights underscore the importance of fostering transparency, building trust, and a strong focus on customer experience.
Rhys Cater, MD at Precis, said: “The findings from our research shine a spotlight on the evolving dynamics between consumers and brands in the digital marketing landscape. The stark contrast between the desire for personalised ads and the reluctance to share additional data reveals a critical disconnect. It is clear that building trust, respecting privacy, and delivering meaningful experiences are paramount in today’s marketing environment.”
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