Behavioral Targeting - Websites Visited to Show Tailored Ads

Minority of consumers desire tailored ad, when given a direct simple-option

Primary reason: Dislike for annoying online ads - Secondary is privacy

Q: Would you want the websites you visit to show you ads that are tailored
to your interests?

Behavioral Targeting - Consumers Become Less Comfortable

Awareness makes 29% of consumers less comfortable

Q: Does this fact change your attitude towards the use of behavioral
information to target relevant online ads?

Behavioral Targeting - "Free-Targeted" is Dramatically Reduced

Awareness reduces consumers' trade-off for "free content-relevant ads"

Q: What proportion of your time would you prefer to spend among each
of the options below?