One-Third May Be Open To Behavioral Tracking

Nearly a third (32%) of Americans say they would be open to having their Web-surfing and television viewing habits monitored in order to receive ads more relevant to their interests — as long as the data collected could not identify them as individuals, according to a global study of consumer media habits and advertising attitudes conducted by market research firm Synovate.

Another 8% said they would be open to such monitoring with “few, if any, concerns.”

However, 35% said they would reject such technology because they would be concerned about monitoring services collecting data about them, and 9% said that they are not interested in changing the ads to which they are exposed.