{"id":93884,"date":"2016-01-14T07:46:18","date_gmt":"2016-01-14T12:46:18","guid":{"rendered":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/2016\/01\/14\/scenario-personal-details-and-advertisements\/"},"modified":"2024-04-14T04:17:13","modified_gmt":"2024-04-14T09:17:13","slug":"scenario-personal-details-and-advertisements","status":"publish","type":"post","link":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/internet\/2016\/01\/14\/scenario-personal-details-and-advertisements\/","title":{"rendered":"6. Scenario: Personal details and advertisements"},"content":{"rendered":"
\"Free<\/a><\/figure>\n\n

Today a wide range of online services offer their product free of charge in return for tracking users\u2019 activities in order to profile them for the purposes of serving them advertisements. This bargain anchors a wide range of commercial services on the web, from social media platforms to search engines to web-based email clients.<\/p>\n\n

The following scenario attempted to unpack Americans\u2019 attitudes about this bargain:<\/p>\n\n

A new social media platform is being used by your former high school to help manage communications about a class reunion. You can find out the basic information about the reunion over email, but your participation on the social media site would reconnect you with old friends and allow you to communicate more easily with those who are attending. If you choose to participate, you will be creating a profile using your real name and sharing a photo of yourself. Your access to the service is free, but your activity on the site would be used by the site to deliver advertisements it hopes will be appealing to you.<\/em><\/p>\n\n

By a 51% to 33% margin, Americans generally do not<\/em> find this bargain acceptable. The most striking difference in views on this question pertains to age: Some 40% of those under age 50 say this deal would<\/em> be acceptable, compared with only 24% of those ages 50 and above.<\/p>\n\n

Notably, some of the detailed responses to this question \u2013 especially among those who do not currently use social media \u2013 suggest a general dislike of social media and the information that people share on those platforms. In other words, there is a possibility that in answering this question, people\u2019s general aversion to the whole idea of social media colored their views of the \u201cbargain\u201d being presented in the scenario.<\/p>\n\n

Those who were willing to consider this tradeoff often described their outer permissible boundary for such a deal. Some of these \u201cit depends\u201d respondents also noted that their preference would be to use an existing social media site for the task at hand, rather than a new one.<\/p>\n\n

I don’t see this as a gross invasion of privacy, all the information that would be gathered about me is certainly already available online somewhere else. I just wouldn’t care enough to create another internet profile.<\/p><\/blockquote>\n\n

\u201cIt depends on how the ads are delivered to me.\u201d<\/em><\/p>\n\n

\u201cAcceptable until you use my likeness or information in an advertisement. That I would never agree to.\u201d<\/em><\/p>\n\n

\u201cWhat other information about me was required? If only name and picture, then OK.\u201d<\/em><\/p>\n\n

\u201cI would only want to see advertising in that website, not in my personal email.\u201d<\/em><\/p>\n\n

\u201cIf most of the platform would be items of high interest to me, I would be willing to \u2018give up\u2019 a little of myself to enjoy the parts I am interested in.\u201d<\/em><\/p>\n\n

\u201cName is OK but no photo, and I would not like to receive advertisements.\u201d<\/em><\/p>\n\n

\u201cIf it is a new service I would not join, I would join a group on a platform which I already use.\u201d<\/em><\/p>\n\n

\u201cI would not want the site delivering to companies I did not want to be bothered with.\u201d<\/em><\/p>\n\n

\u201cIt would depend on how secure my information is, and if my data would be sold or provided to another party.\u201d<\/em><\/p>\n\n

\u201cI don’t see this as a gross invasion of privacy, all the information that would be gathered about me is certainly already available online somewhere else. I just wouldn’t care enough to create another internet profile.\u201d<\/em><\/p>\n\n

\u201cAs long as the amount of email wasn’t overwhelming.\u201d<\/em><\/p>\n\n

\u201cIt would depend on if I could easily delete this account if I didn’t like how many ads I received.\u201d<\/em><\/p>\n\n

This was the scenario that elicited the greatest number of comments about the ubiquity of ads online and the annoyance they cause:<\/p>\n\n

\u201cIf I have the option to suppress my email address or turn off advertisements, then I would join the site.\u201d<\/em><\/p>\n\n

\u201cI hate receiving advertisements on the internet from people and companies that do not interest me. It creates so much spam.\u201d<\/em><\/p>\n\n

[It]<\/p>\n\n\n

Those who viewed this scenario as unacceptable cited a variety of reasons \u2013 often starting with their concerns about being profiled based on their personal connections and interests and having marketing campaigns tailored to those profiles:<\/p>\n\n

Do not want to view excessive ads and do not want to create more profiles.<\/p><\/blockquote>\n\n

[It is]<\/p>\n\n\n

\u201cAlthough I understand this scenario is already standard practice, it uses information collected about me in a manner not for my benefit, without my consent. It would affect how I use the reunion site or whether I even join the site at all.\u201d<\/em><\/p>\n\n

\u201cDo not want to view excessive ads and do not want to create more profiles.\u201d<\/em><\/p>\n\n

\u201cAdvertised as \u2018free,\u2019 but it isn’t. I pay, but with my attention span rather than a monetary fee. Too costly, and based on a lie.\u201d<\/em><\/p>\n\n

\u201cI wouldn’t use it or I might make one post on the site about contacting me a different way so those who want to connect could in the ways I am willing to use. Then delete my account. I put as little personal information on social media sites as possible. I just don’t like sharing.\u201d<\/em><\/p>\n\n

For some people, the prospect of another social media platform itself was another turn off. Some expressed worry about posting information about themselves on such a semi-public platform:<\/p>\n\n

I would feel like I am being put on display.<\/p><\/blockquote>\n\n

\u201cNot a big fan of social media.\u201d<\/em><\/p>\n\n

\u201cI don’t use social media, I don’t like that anyone can graze, or as some of the girls call it \u2018creep,\u2019 which is to look just because you are there.\u201d<\/em><\/p>\n\n

[There are]<\/p>\n\n\n

\u201cI would feel like I am being put on display.\u201d<\/em><\/p>\n\n

\u201cNot that attached to my high school, and can communicate with those I want through other means.\u201d<\/em><\/p>\n\n

\u201cWE CAN FIND OUR WAY EASILY TO COMMUNICATE WITH OUR OLD FRIENDS AND HAVE A CLASS REUNION WITHOUT THE NEED OF A SOCIAL MEDIA PLATFORM. WHY BOTHER TO EXPOSE OURSELVES TO THE AD COMPANY.\u201d<\/em><\/p>\n\n

\u201cI have enough social media sites to manage. I’d rather they use Facebook. The privacy settings are similar to what’s described and those are fine by me. But I don’t want to start using another site.\u201d<\/em><\/p>\n\n

\u201cI’ll get the info at the reunion anyway. Then I can choose who I want to contact.\u201d<\/em><\/p>\n\n

Some of those who balked at this arrangement felt that the supposed \u201cbenefit\u201d of reconnecting with former classmates was not terribly enticing in the first place:<\/p>\n\n

\u201cI don\u2019t care enough about high school to go through these steps.\u201d<\/em><\/p>\n\n

\u201cI have no desire to keep in contact with people from high school.\u201d<\/em><\/p>\n\n

\u201cI have no interest in seeing my classmates ever again.\u201d<\/em><\/p>\n\n

And one person felt this arrangement would defeat the whole purpose of the reunion \u2013 the delight and surprise of catching up with old friends.<\/p>\n\n

\u201cI would rather wait until the reunion to see friends and teachers. Like it has always been before email. Or it would take the fun out of it.\u201d<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Today a wide range of online services offer their product free of charge in return for tracking users\u2019 activities in order to profile them for the purposes of serving them advertisements. This bargain anchors a wide range of commercial services on the web, from social media platforms to search engines to web-based email clients. 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