Almost 6 in 10 American adults surveyed online by Ipsos say they would like the ads on their social networking pages to be tailored to their specific needs, according to [download page] new data released in October. Still, 42% would prefer that those ads be more general, suggesting they dislike and perhaps distrust being targeted. The US falls just about average in its preference, with 56% of respondents across 24 countries around the world preferring targeted ads.
Ipsos found that American women are more open to tailored ads than are men (61% vs. 55%), and Placecast in July reported similar findings with regards to Facebook ads. Among those aware of Facebook’s use of their profile information and posts to target ads towards them, women aged 18-34 were 58% more likely than average to indicate comfort (52% vs. 33%). Comparatively, Placecast’s findings that just one-third of American consumers are comfortable with Facebook targeting practices is at odds with Ipsos results.
Ipsos finds that preference for targeted ads tends to be higher among younger Americans, with 61% of respondents 49 or under preferring targeted ads on social networks versus 52% of those aged 50 to 64.
There is little difference in preference among Americans by household income or education, although business owners are about 16% more likely than the average respondent to favor tailored ads.
Regions Vary Little, Some Countries Stand Out
The world’s regions vary little from the average. The lowest preference for targeted social ads is in Europe (54%), while the highest preference for these tailored ads is in Latin America (58%).
A few countries skew significantly higher than the global average in preferring targeted ads, led by Spain (69%), South Korea (68%), South Africa (67%) and Mexico (63%).
Those countries falling below 50% for that preference are Poland (48%), Sweden (47%), Saudi Arabia (45%) and Indonesia (44%). Indonesians of lower education levels seem particularly distrustful of targeted social ads (39%) compared to their high-income counterparts (50% – still below the global average by 6% points).
About The Data: The Ipsos data is based on 12,000 online interviews conducted in September 2012 across 24 countries, with adults aged 18-64. The US data is based on a sample size of 500.