Smartphone Users Wary: 68% Concerned About Tracking for Targeted Ads

Smartphone users don’t like the idea of being served targeted ads on their smartphones – at least for now. New survey results from Ipsos on behalf of TRUSTe show that 68% of US smartphone users are concerned about the possibility of tracking their activity to serve targeted ads.

AdChoices Awareness Rising: 37% Informed, Impacts Consumer Trust

Study after study has shown that smart device users, as well as the majority of people connected to the Internet in some way, don’t like being tracked without their knowledge or consent and have concerns about privacy. But this could change in the near future.

This survey also showed that an increasing number of people are aware of the AdChoices icon, which is part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising (OBA). Now, 37% of people are aware of this icon – a notable increase from 21% in the previous year.

User Control Matters: 33% More Positive with AdChoices Opt-Out

As more consumers become aware of the AdChoices icon and realize that ads with this symbol let them opt out of tracking, consumer trust in ads may increase. This also underscores the importance for advertisers to be transparent and allow user control and consent when sharing information.

The survey also showed that one in three (33%) said the information available on AdChoices and the OBA opt-out option would make them feel more positive about the concept of targeted ads.

TRUSTed Ads Empowers Users: Opt-Out for Enhanced Control

TRUSTed Ads gives consumers more control over their online ad experience by allowing them to opt-out of targeted ads via the DAA AdChoices icon.