Mumsnet personalised marketing survey, April 2017
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- Helena Norris
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1 Mumsnet personalised marketing survey, April 2017 Survey of 1,111 Mumsnet users from the 10th April - 18th April The data is not weighted and based on all respondents unless stated. What do you think about when ads from one website you ve viewed pop up on a completely different site you re looking at afterwards? I hate it 32 % It depends what the ad is for - sometimes it s fine, sometimes it's really intrusive 26 % I m indifferent 16 % If I ve already bought the item, it seems really pointless! 11 % I have ad blockers so this doesn t happen to me 7 % I like it - I d rather see ads about things I m interested in 6 % I have never noticed this happen to me 2 % Do you like the idea of ads being personalised for you? Yes, I d rather see ads that apply to me and my life 26 % No, my data is private 58 % I don t know 15 % Here s a list of the kinds of products an adult might browse while internet shopping. For each one, please tell us whether you d be happy or not to see an advert for the same type of product popping up in your subsequent internet browsing. Yes 50 % No 44 % Daily underwear Yes 20 % No 76 % Lingerie (the fancy sort) Yes 14 % No 81 % Sandals and shoes Yes 50 % No 45 % Groceries and food Yes 48 % No 47 % Furniture Yes 46 % No 49 %
2 Make-up and skincare Yes 44 % No 50 % Gardening equipment and plants Yes 42 % No 52 % DIY equipment Yes 38 % No 56 % Presents you re considering for other people Yes 29 % No 65 % Newspapers and magazines Yes 34 % No 60 % Charities and good causes Yes 26 % No 67 % Medical products Yes 15 % No 79 % Toys and games Yes 43 % No 53 % Child equipment Yes 39 % No 55 % Sex/adult products (toys etc) Yes 4 % No 92 % Films and TV programmes Yes 43 % No 51 % Cars Yes 29 % No 65 %
3 Tech and home appliances Yes 39 % No 56 % Travel/holidays Yes 41 % No 53 % Insurance Yes 24 % No 70 % To what extent do you agree or disagree with the following statements? Personalised advertising would make me more likely to buy the advertised product Net agree 24 % Net disagree 68 % I like the idea of seeing ads that apply to me and my life Net agree 35 % Net disagree 60 % Personalisation is the future - it makes sense that advertisers do the same Net agree 46 % Net disagree 49 % I d rather see ads that fit my age/personal situation/online behaviour than random ads Net agree 49 % Net disagree 45 % If I m interested, I click Net agree 45 % Net disagree 52 % If it s an ad for a product that s irrelevant to me, nothing would make me click Net agree 87 % Net disagree 10 % I m happy for advertisers to target me based on the data I ve given them Net agree 33 % Net disagree 63 % I m happy for advertisers to target me based on the way I behave online Net agree 27 % Net disagree 69 % I feel I don t know enough about how targeted ads work - I d be more comfortable if I understood more about it Net agree 44 % Net disagree 50 % I d like to be able to choose which ads follow me around and which don t - an opt-out option
4 Net agree 81 % Net disagree 13 % As an adult I might look at things I wouldn t share with my children, and I worry about ads for adult products popping up when my children use my devices Net agree 79 % Net disagree 15 % I worry that ads for things I don t want to share (presents for my spouse, intimate products, medical products) will pop up when other people look over my shoulder - it presents privacy issues for me Net agree 85 % Net disagree 12 % I ve already looked into this kind of advertising and informed myself more about what does and doesn t happen behind the scenes Net agree 30 % Net disagree 58 % If you saw advertising online from these brands, based on your previous search history, please tell us how you would comfortable you'd feel about it. Disney Net comfortable 63 % Net uncomfortable 33 % Easyjet Net comfortable 59 % Net uncomfortable 36 % Ella's Kitchen Net comfortable 59 % Net uncomfortable 33 % Ikea Net comfortable 71 % Net uncomfortable 25 % John Lewis Net comfortable 72 % Net uncomfortable 25 % Lego Net comfortable 68 % Net uncomfortable 28 % Lidl Net comfortable 64 % Net uncomfortable 32 % Lush Net comfortable 58 % Net uncomfortable 34 % National Trust Net comfortable 68 % Net uncomfortable 27 % Warburtons Net comfortable 60 %
5 Net uncomfortable 33 % Overall, for each of the following brands tell us how comfortable you feel about these brands storing and using your online data about you to advertise to you when you re browsing online. Heinz Persil Iceland Net comfortable 31 % Net uncomfortable 63 % Co-op Net uncomfortable 58 % Claire's Accessories Net comfortable 28 % Net uncomfortable 64 % Sky Net comfortable 27 % Net uncomfortable 68 % Nintendo Net comfortable 27 % Net uncomfortable 66 % Mothercare Net comfortable 34 % Early Learning Centre Net comfortable 35 % Net uncomfortable 58 % ToysRUs WH Smith
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