Use of Personal Data in Digital Advertising : Study of Millennials’ Attitudes
SMIRNOVA, ANNA (2018)
SMIRNOVA, ANNA
Jyväskylän ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018122722888
https://urn.fi/URN:NBN:fi:amk-2018122722888
Tiivistelmä
The aim of my research is to identify the attitudes of millennials towards advertisers accessing and using their personal data. Overview of industry literature sources and previous research suggests that advertising has become very focused on the use of personal data. It is widely used by a lot of advertisers in order to reach the target audience more effectively.
Media and legislators have shown their concern regarding the lack of regulation in the way advertisers access user’s personal data. Millennials are considered to be confident users of online services and platforms and are comfortable with the reality of the digital landscape and data security. I questioned businesses’ stereotypes and the assumptions, and wanted
to see if they are correct. Questions that I am looking to answer with this research are in line with an emerging trend of shaping digital advertising around consumers' choices, rights and preferences; and shifting
focus away from individual needs of businesses. I have conducted a quantitative research of 198 respondents, resulting in a representative
sample of the population. My research has shown in that millennials are predominantly concerned about their data being used by advertisers. Only 40% of respondents enjoy seeing personally relevant ads
online, which is an interesting and helpful finding, as a lot of brands assume the opposite and try to make advertising more personalised and relevant. These findings could be very useful for advertises when they decide how to approach data targeting for millenials of particular age group and gender.
Media and legislators have shown their concern regarding the lack of regulation in the way advertisers access user’s personal data. Millennials are considered to be confident users of online services and platforms and are comfortable with the reality of the digital landscape and data security. I questioned businesses’ stereotypes and the assumptions, and wanted
to see if they are correct. Questions that I am looking to answer with this research are in line with an emerging trend of shaping digital advertising around consumers' choices, rights and preferences; and shifting
focus away from individual needs of businesses. I have conducted a quantitative research of 198 respondents, resulting in a representative
sample of the population. My research has shown in that millennials are predominantly concerned about their data being used by advertisers. Only 40% of respondents enjoy seeing personally relevant ads
online, which is an interesting and helpful finding, as a lot of brands assume the opposite and try to make advertising more personalised and relevant. These findings could be very useful for advertises when they decide how to approach data targeting for millenials of particular age group and gender.