TRUSTe-TNS 2008 BT Study
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Overview: TRUSTe and TNS Global examined consumer attitudes about behavioral targeting, a hot button issue recently, as industry enthusiasm for delivering customized experiences and improved marketing metrics runs up against consumer privacy concerns and calls for greater transparency around emerging tracking and targeting techniques.
Participants answered questions regarding their overall knowledge, concerns and opinions regarding behavioral targeting benefits and activities. Survey results showed that:
• Consumer knowledge of behavioral targeting tactics remains limited.
• 40% of respondents say they are familiar with the term "behavioral targeting," and many more know that some form of tracking is taking place.
• Even with the assurance of anonymity, consumers are wary of third parties tracking their online activity.
• 64% of respondents would choose to only see online ads from online stores and brands that they know and trust.