{"id":1652,"date":"2023-01-05T16:49:29","date_gmt":"2023-01-05T16:49:29","guid":{"rendered":"https:\/\/www.sortlist.com\/datahub\/?post_type=reports&#038;p=1652"},"modified":"2024-04-08T16:13:21","modified_gmt":"2024-04-08T16:13:21","slug":"is-my-phone-listening-to-me-for-ads","status":"publish","type":"reports","link":"https:\/\/www.sortlist.com\/datahub\/reports\/is-my-phone-listening-to-me-for-ads\/","title":{"rendered":"(Study) &#8220;Is My Phone Listening to Me for Ads?&#8221; A Targeted Ad Is 28% More Likely to Make Gen Z Dislike the Brand"},"content":{"rendered":"\n<div id=\"section-63b5578aabb4b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>For brands, January is an important month\u2014it\u2019s the ideal month to kickstart <strong>targeted advertising<\/strong> and get the sales engine running. According to the <a href=\"https:\/\/www.mastercard.com\/news\/press\/2022\/february\/mastercard-spendingpulse-january-u-s-retail-sales-up-7-2-marking-solid-start-to-2022\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">MasterCard SpendingPulse report<\/a>, January 2022 was a win for almost all retail sectors: online sales grew 10.4% year over year. With the number of platforms increasing, ad formats evolving, and engagement strategies emerging\u2026 users have come to ask themselves, &#8220;<strong>Is my phone listening to me for ads?<\/strong>&#8220;<\/p>\n\n\n\n<p>In fact, a <a href=\"https:\/\/yougov.co.uk\/topics\/technology\/articles-reports\/2021\/07\/16\/my-phone-listening-my-conversations-britons-believ\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">study by YouGov<\/a> showed that 66% of people have noticed receiving targeted ads for a product online \u201cafter having talked about it in person.\u201d<\/p>\n\n\n\n<p>It probably happened to you over the holiday season: you mentioned a product, and all of a sudden, an ad appears in your <a href=\"https:\/\/www.sortlist.com\/social-media\" target=\"_blank\" rel=\"noreferrer noopener\">social media<\/a>. Or a family member who turned their phone to you and, with a surprised look, said, &#8220;Look, it\u2019s <em>definitely<\/em> listening to me!\u201d<\/p>\n\n\n\n<p>This begs the question: <strong>what impact therefore do these targeted ads have on the trust of a consumer brand?<\/strong> Another study by Consumer Reports showed that <a href=\"https:\/\/www.darkreading.com\/remote-workforce\/survey-shows-us-consumers-are-becoming-more-security-and-privacy-conscious\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">individuals are today more aware of the security and privacy risks<\/a> associated with their digital footprint, and have modified their behaviour accordingly.<\/p>\n\n\n\n<p>At Sortlist, we decided to survey 500 users in 6 different countries to find out <strong>how targeted ads, and the brands behind them, are perceived<\/strong>, even when people think their devices are listening to their conversations.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">In this Marketing Report:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-63b5578aabbd2\">Privacy-Conscious Users Are 7x More Likely to Perceive a Brand Negatively<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabc4e\">TikTok Targeting: Despite Negative Brand Perception, Only 14% of Gen Z Feel Privacy Violation<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabcb8\">35-44 Users Also React Negatively\u2014Privacy Becomes a Bigger Concern<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabce9\">Boom(er) For Your Buck: Older Users Love That Your Brand Is Targeting Them<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabd2d\">Women Are 40% Less Likely to Have Purchased From a Targeted Ad in the Past<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabd6a\">Bust for B2C, Boom for B2B<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabdbc\">Conclusion: Across the Board, Privacy Concerns Keep Users From Buying From Targeted Ads<\/a><\/li>\n\n\n\n<li><a href=\"#section-63b5578aabdd5\">Methodology<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>TikTok<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Place where 18-24 year-old users likely to purchase will see a targeted ad<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>4x<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Times that privacy-minded users are less likely to buy from a targeted ad<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>90%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Users 35-44 years old that say they have never bought from a targeted ad<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabbd2\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Privacy-Conscious Users Are 7x More Likely to Perceive a Brand Negatively<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div class=\"wp-block-columns alignfull is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div id=\"section-63b5578aabbe7\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Our latest survey reveals that users are <strong>7 times more likely<\/strong> to perceive a brand targeting them with ads negatively if they are privacy-focused. They don&#8217;t like thinking you listen to them.<\/p>\n<\/div><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/brand-perception-from-targeted-ads-privacy-users-4-1024x576.jpg\" alt=\"perception from privacy-conscious users of brands using targeted ads\" class=\"wp-image-1822\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/brand-perception-from-targeted-ads-privacy-users-4-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/brand-perception-from-targeted-ads-privacy-users-4-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/brand-perception-from-targeted-ads-privacy-users-4-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/brand-perception-from-targeted-ads-privacy-users-4-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/brand-perception-from-targeted-ads-privacy-users-4.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n    <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div id=\"section-63b5578aabbff\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">Additionally, the biggest reaction that users have towards targeted ads is a negative one: <strong>37.4% feel their privacy is violated<\/strong> every time they are targeted by ads so accurate, it seems their phone is listening to them.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/what-users-think-targeted-ads-1-1024x576.jpg\" alt=\"what users think about targeted ads\" class=\"wp-image-1741\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/what-users-think-targeted-ads-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/what-users-think-targeted-ads-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/what-users-think-targeted-ads-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/what-users-think-targeted-ads-1-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/what-users-think-targeted-ads-1.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabc12\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In general, privacy-minded users are <strong>almost 4x less likely to purchase from a targeted ad in the future<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-future-purchase-targeted-ads-3-1024x576.jpg\" alt=\"privacy-conscious users that are less likely to purchase from targeted ads in the future\" class=\"wp-image-1776\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-future-purchase-targeted-ads-3-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-future-purchase-targeted-ads-3-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-future-purchase-targeted-ads-3-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-future-purchase-targeted-ads-3-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-future-purchase-targeted-ads-3.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabc28\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">Our data also shows that <strong>the most privacy-conscious group is women aged 25-34<\/strong>. 29% of these privacy-conscious respondents are from the UK.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-past-purchase-targeted-ads-1-1024x576.jpg\" alt=\"likelihood of privacy-conscious users to have purchased from a targeted ad in the past\" class=\"wp-image-1738\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-past-purchase-targeted-ads-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-past-purchase-targeted-ads-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-past-purchase-targeted-ads-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-past-purchase-targeted-ads-1-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/privacy-users-past-purchase-targeted-ads-1.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>This segment would not be comfortable sharing personal data for personalised ads because <strong>they don&#8217;t like being targeted by companies<\/strong>, and that most of them (<strong>63.89%<\/strong>) have never bought something from hyper-targeted ads.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabc4e\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">TikTok Targeting: Despite Negative Brand Perception, Only 14% of Gen Z Feel Privacy Violation<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabc5d\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">18-24 year-olds are 28% more likely to have a negative perception of brands using targeted ads, but will still buy from them<\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Our latest survey reveals that the <a href=\"https:\/\/www.sortlist.com\/datahub\/reports\/how-different-generations-use-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">youngest users<\/a> are <strong>most likely to react negatively<\/strong> to targeted ads that make them ask, &#8220;Is my phone listening to me for ads?&#8221;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/negative-perception-brands-targeted-ads-1-1024x576.jpg\" alt=\"negative perception of brands after seeing targeted ads\" class=\"wp-image-1739\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/negative-perception-brands-targeted-ads-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/negative-perception-brands-targeted-ads-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/negative-perception-brands-targeted-ads-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/negative-perception-brands-targeted-ads-1-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/negative-perception-brands-targeted-ads-1.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabc72\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">Most users felt \u201csurprised\u201d by how fast companies targeted them with ads (32.6%) and that their privacy was \u201cinvaded\u201d (22.4%). However, <strong>only 14% of those 18-24 years old felt privacy violation.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-18-24-users-targeted-ads-2-1024x576.jpg\" alt=\"reaction of 18-24 year-old users to targeted ads\" class=\"wp-image-1828\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-18-24-users-targeted-ads-2-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-18-24-users-targeted-ads-2-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-18-24-users-targeted-ads-2-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-18-24-users-targeted-ads-2-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-18-24-users-targeted-ads-2.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>In fact, <strong>the 18-24 segment is 58% more likely than the rest to purchase something from a highly targeted ad<\/strong>.<\/p>\n\n\n\n<p>An 18-24 year-old is <strong>47% less likely to purchase<\/strong> if they had a negative brand perception following a highly targeted ad.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabca5\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>And still, the 18-24 segment likely to purchase from targeted ads is <strong>73% more likely to have seen those ads on TikTok <\/strong>as compared to <strong>every other generation combined<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/tiktok-targeted-ad-purchase-18-24-users-2-1024x576.jpg\" alt=\"platform where 18-24 users likely to purchase are most likely to see a targeted ad in them\" class=\"wp-image-1746\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/tiktok-targeted-ad-purchase-18-24-users-2-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/tiktok-targeted-ad-purchase-18-24-users-2-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/tiktok-targeted-ad-purchase-18-24-users-2-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/tiktok-targeted-ad-purchase-18-24-users-2-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/tiktok-targeted-ad-purchase-18-24-users-2.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>That may have something to do with the platform\u2019s engagement. <a href=\"https:\/\/dreamlocal.com\/the-impact-of-tiktok-advertising-on-gen-z-buyers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">According to DreamLocal<\/a>, 49% of TikTok users purchase products that have been reviewed or advertised there.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabcb8\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">35-44 Users Also React Negatively\u2014Privacy Becomes a Bigger Concern<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabcc6\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">This is the group for which privacy means a lot more: <strong>the majority (37.8%) don\u2019t like targeted ads<\/strong> because they feel <strong>their privacy is violated<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/users-35-44-perception-targeted-ads-2-1024x576.jpg\" alt=\"what 35-44 year-old users think about targeted ads\" class=\"wp-image-1829\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/users-35-44-perception-targeted-ads-2-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/users-35-44-perception-targeted-ads-2-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/users-35-44-perception-targeted-ads-2-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/users-35-44-perception-targeted-ads-2-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/users-35-44-perception-targeted-ads-2.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabcd7\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">That number goes up by almost half when we look at the users in that group that have a negative brand perception: <strong>63.16% point to privacy as their main concern.<\/strong><\/p>\n\n\n\n<p>These are the same users that <strong>have never bought anything from a targeted ad (89.58%)<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/general-opinion-about-targeted-ads-1024x576.jpg\" alt=\"general opinion of targeted ads\" class=\"wp-image-1749\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/general-opinion-about-targeted-ads-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/general-opinion-about-targeted-ads-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/general-opinion-about-targeted-ads-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/general-opinion-about-targeted-ads-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/general-opinion-about-targeted-ads.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabce9\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Boom(er) For Your Buck: Older Users Love That Your Brand Is Targeting Them<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabcf6\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">Of all users, those aged 54 and older are <strong>2x more likely to perceive a brand positively following a targeted ad<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/perception-from-boomers-of-brands-using-targeted-ads-2-1024x576.jpg\" alt=\"perception from boomers of brands using targeted ads\" class=\"wp-image-1779\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/perception-from-boomers-of-brands-using-targeted-ads-2-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/perception-from-boomers-of-brands-using-targeted-ads-2-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/perception-from-boomers-of-brands-using-targeted-ads-2-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/perception-from-boomers-of-brands-using-targeted-ads-2-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/perception-from-boomers-of-brands-using-targeted-ads-2.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd07\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Boomers are \u201ccurious to learn more\u201d about what is advertised<\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The main reactions to targeted ads from this age group is that they felt \u201c<strong>surprised to be targeted so fast<\/strong>\u201d and \u201c<strong>curious to learn more<\/strong>\u201d about the product or service being <a href=\"https:\/\/www.sortlist.com\/advertising\" target=\"_blank\" rel=\"noreferrer noopener\">advertised<\/a>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-of-boomers-to-being-targeted-by-ads-1024x576.jpg\" alt=\"reaction to targeted ads by boomers\" class=\"wp-image-1751\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-of-boomers-to-being-targeted-by-ads-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-of-boomers-to-being-targeted-by-ads-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-of-boomers-to-being-targeted-by-ads-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-of-boomers-to-being-targeted-by-ads-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/reaction-of-boomers-to-being-targeted-by-ads.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Users 54 years and older are also <strong>46% less likely to be privacy-minded<\/strong>, as compared to the other age segments in our survey.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd2d\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Women Are 40% Less Likely to Have Purchased From a Targeted Ad in the Past<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd47\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Since women are the most privacy-minded group in our survey, it made sense to look at <strong>how likely they were to have purchased<\/strong> something from a targeted ad in the past.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-targeted-ad-1024x576.jpg\" alt=\"likelihood of buying something from a targeted ad in the past\" class=\"wp-image-1780\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-targeted-ad-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-targeted-ad-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-targeted-ad-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-targeted-ad-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-targeted-ad.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">As mentioned, women are much more privacy-focused than men: <strong>41.44% said they felt their privacy was violated<\/strong>, while only <strong>31.73%<\/strong> of men thought so.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/did-you-feel-that-targeted-ads-are-invading-your-privacy-1-1024x576.jpg\" alt=\"invasion of privacy from targeted ads by gender\" class=\"wp-image-1782\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/did-you-feel-that-targeted-ads-are-invading-your-privacy-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/did-you-feel-that-targeted-ads-are-invading-your-privacy-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/did-you-feel-that-targeted-ads-are-invading-your-privacy-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/did-you-feel-that-targeted-ads-are-invading-your-privacy-1-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/did-you-feel-that-targeted-ads-are-invading-your-privacy-1.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd58\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">Perhaps more shockingly, when asked whether they felt comfortable sharing personal data for personalised ads, <strong>most women said no<\/strong>\u2014one in every five (<strong>19.86%<\/strong>) do not like to feel \u201ctargeted by companies.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/willingness-to-share-personal-information-for-personalised-ads-1024x576.jpg\" alt=\"willingness to share personal data for personalised ads by gender\" class=\"wp-image-1754\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/willingness-to-share-personal-information-for-personalised-ads-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/willingness-to-share-personal-information-for-personalised-ads-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/willingness-to-share-personal-information-for-personalised-ads-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/willingness-to-share-personal-information-for-personalised-ads-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/willingness-to-share-personal-information-for-personalised-ads.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>In contrast, the majority of male respondents (<strong>23.56%<\/strong>) do not mind sharing their personal data because they \u201cdo not think it\u2019s sensitive.\u201d<\/p>\n\n\n\n<p>This is corroborated by a study about gender differences in privacy behaviour, which showed that <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1877050921022262\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">women were less willing than men to give up more sensitive information<\/a>.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd6a\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Bust for B2C, Boom for B2B: Users are 3x more likely to have bought a B2B product<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd78\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\"><strong>Users are 3x more likely to have bought a B2B product or service<\/strong> from a targeted ad in the past, compared to B2C ads.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-b2b-targeted-ad-1024x576.jpg\" alt=\"likeliness of purchasing from a B2B targeted ad\" class=\"wp-image-1783\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-b2b-targeted-ad-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-b2b-targeted-ad-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-b2b-targeted-ad-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-b2b-targeted-ad-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-buying-something-from-a-b2b-targeted-ad.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd89\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">More than that, those served with B2B ads are <strong><strong>90% more likely to perceive a brand positively<\/strong>.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2B-brand-as-positive-1-1024x576.jpg\" alt=\"likelihood to have a positive perception of a targeted ad (b2b vs b2c)\" class=\"wp-image-1791\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2B-brand-as-positive-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2B-brand-as-positive-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2B-brand-as-positive-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2B-brand-as-positive-1-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2B-brand-as-positive-1.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabd9a\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">In contrast, people are <strong>126% more likely to perceive B2C ads negatively<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2C-ad-as-negative-1-1024x576.jpg\" alt=\"likelihood to have a negative perception of a targeted ad (b2b vs b2c)\" class=\"wp-image-1793\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2C-ad-as-negative-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2C-ad-as-negative-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2C-ad-as-negative-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2C-ad-as-negative-1-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/likelihood-of-users-to-perceive-a-B2C-ad-as-negative-1.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabdaa\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p class=\"has-medium-font-size\">The B2B ads that are shown to most users are <strong>Beauty &amp; Cosmetics ads<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2023\/01\/most-advertised-industries-by-b2b-brands-by-age-group-1024x576.jpg\" alt=\"most advertised B2B industries by age group\" class=\"wp-image-1758\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/most-advertised-industries-by-b2b-brands-by-age-group-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/most-advertised-industries-by-b2b-brands-by-age-group-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/most-advertised-industries-by-b2b-brands-by-age-group-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/most-advertised-industries-by-b2b-brands-by-age-group-1536x864.jpg 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2023\/01\/most-advertised-industries-by-b2b-brands-by-age-group.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabdbc\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Conclusion: Across the Board, Privacy Concerns Keep Users From Buying From Targeted Ads<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabdca\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>While companies keep adapting their hyper-targeted ads to their audiences, they find themselves still <strong>fighting the privacy battle<\/strong> with their users, who grow ever more conscious about how they are being followed throughout the web and just how much information they are willing to give.<\/p>\n\n\n\n<p>Still, the Sortlist survey shows that some brands and their hyper-targeted ads do not have that problem. This is especially true for those targeting boomers, who do not seem to mind much about sharing their data for personalised ads or whether their phone is, after all, listening in.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabdd5\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading\">Methodology<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The study was conducted between December 19th and December 23rd, 2022, among 500 users in 6 countries: the United Kingdom, Belgium, Germany, Spain, the Netherlands, and France. In the study, we asked general users about their feelings towards targeted ads and purchase behaviour, especially after being served ads that made them think their phones were listening to them. The responses are anonymous.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63b5578aabde2\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\">Featured in<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_e40222435512a55abff25341fc0cdf48\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div class=\"js-carousel-slider\">\n                        <div class=\"track\" data-glide-el=\"track\">\n                             <ul class=\"responsive tns-slider slides\">\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/the-drum-logo-vector.png\" alt=\"The Drum\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/logo-strategies.png\" alt=\"Strat\u00e9gies\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/Logo_t3n_mit_Schriftzug.png\" alt=\"T3N\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/Entrepreneur_logo.png\" alt=\"Entrepreneur\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/trends-tendances-logo-png-transparent.png\" alt=\"Trends Tendances\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/statista-logo.png\" alt=\"Statista\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/forbes-logo-7-1.png\" alt=\"Forbes\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/CB_News_2011_logo.svg_.png\" alt=\"CBNews\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/the-london-economic-logo-stacked.png\" alt=\"The London Economic\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/les-echos-logo-png-transparent.png\" alt=\"Les Echos\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/Fashionunited-logo.png\" alt=\"FashionUnited\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/08\/te\u0301le\u0301chargement.png\" alt=\"Techcrunch\">\n                                                                            <\/li>\n                                                            <\/ul>\n                        <\/div>\n                    <\/div>\n\n                    \n                                <\/div>\n            <\/div>\n        <\/section>\n    \n\n    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Privacy-minded users are almost 4x less likely to buy from a targeted ad.<\/p>\n","protected":false},"author":102,"featured_media":1796,"template":"","reports_categories":[15,6],"class_list":["post-1652","reports","type-reports","status-publish","has-post-thumbnail","hentry","reports_categories-advertising-reports","reports_categories-marketing-reports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>(Study) Boomers Enjoy Targeted Ads, Even if &quot;Phones Listen&quot;<\/title>\n<meta name=\"description\" content=\"This Sortlist report looks at the perception of targeted ads and purchase behaviour from users that think, &quot;Is my phone listening to me?&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.com\/datahub\/reports\/is-my-phone-listening-to-me-for-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"(Study) Boomers Enjoy Targeted Ads, Even if &quot;Phones Listen&quot;\" \/>\n<meta property=\"og:description\" content=\"This Sortlist report looks at the perception of targeted ads and purchase behaviour from users that think, &quot;Is my phone listening to me?&quot;\" \/>\n<meta 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