Millennials Exchange Privacy for Relevant Ads [Infographic]

IGD Research recently asked tech savvy decision-makers how they felt about data targeting and online privacy. Millennials are the least likely generation to opt-out of ads, and a majority of them don’t mind giving up their personal data as long as companies are delivering information that interests them. In fact, over 40 percent of millennials notice and appreciate companies that know how to target them with relevant offers.

The IGD study is in line with previous surveys finding that while a majority of millennials believe it’s wrong for companies to have access to their personal information (70 percent nearly a year ago to 90 percent today), they are willing to reconsider if it means getting something in return (25 percent last year to 67 percent today).

The contradiction has led millennials’ older peers to wonder if millennials are confused about what online privacy means. It could be true, however, that millennials simply care less about privacy than previous generations and that their attitudes reflect a shift in today’s online reality.


Related Stories
Mediabistro Course

Pinterest Marketing

Pinterest MarketingPin your way to a wider audience! Starting December 1, work with the VP of Marketing at SheKnows to learn how to leverage Pinterest for your brand. In this course, you'll learn how to create a Pinterest Playbook to develop and measure your marketing strategy, grow a follower base, run an effective contest, and stay updated on the best practices for this platform. Register now!