New survey reveals internet users are more concerned about data safety

A survey conducted by Integral Ad Science (IAS) reveals that 50 percent of internet consumers are assured that their web data is secured. While, 67 percent of consumers are more alert about their data safety.

Integral Ad Science collaborated with international data analytics and market research company, YouGov, and surveyed more than one thousand internet users and 350 media specialists. The survey's key findings reveal that users have become more cautious of online data safety and have raised concerns about the lack of knowledge of cybersecurity legislation. In addition to that, how their data is being harvested by third-party apps and other unauthorized websites for advertising objectives.

According to the survey, 9 in 10 of online users are knowledgeable about how different websites and apps gather data without consent for personalized advertisements, but despite knowing the reason, 68 percent of them are still annoyed with these advertising strategies. Moreover, 66 percent of consumers visit websites that offer them the product they have been looking for. They will likely stay and purchase products from the brand's websites when they see relevant ads.

Other than this, less than one third (29 percent) of media specialists have carried out contextual targeting, and 51 percent think that using the practice of showing ads based on a webpage's content would become significant in targeting the relevant audiences. The survey also highlighted what media experts assume about paying attention to data safety. According to Integral Ad Science, 62 percent of market experts believe that awareness of data privacy is essential. However, only 53 percent of media specialists know the privacy policy of browsers, 51 percent understand regulations, and 45 percent are familiar with mobile identifiers.

When asked what media experts think about the safety of personally identifiable information (PII), they say that privacy related to PII is the priority for brands. PII protection is essential for privacy and information security as it could expose consumers’ email, phone numbers, and other personal information to thieves.

Lastly, IAS's chief officer says that data privacy is a significant issue. For data security, changes have been made in the data privacy guidelines which will let consumers and media specialists prioritize privacy. He further added that the IAS platform is convenient for simplifying the concerns of updated privacy guidelines. The solutions provided by IAS are complementary and are made to assist marketers in targeting their relevant audiences and generating revenue while maintaining privacy gaps.

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by Arooj Ahmed via Digital Information World