The FTC, Obama administration and Congress have all weighed in recently on the need to better regulate how online advertisers collect users’ data on the Web. And now a new poll has given voice to the opinions of those very Internet users the government wants to protect. And the message to online advertisers is clear: do not track me.
61 percent of U.S. Internet users reported noticing that some online ads appear to be targeted at them based on their Web-browsing habits, but 90 percent said they pay little or no attention to those online ads, according to the newly released Gallup poll.
When asked if advertisers should be allowed to match ads to people’s specific interests based on other websites they’ve previously visited, a clear majority, 67 percent, said no, compared with 30 percent who said yes.
The poll of 840 adult Internet users was conducted Dec. 10-12 by USA Today and Gallup Inc.
Web users “are overwhelmingly negative about whether it is OK for advertisers to use their online browsing history to target ads to them, suggesting they would largely welcome regulation to limit the use of such tactics,” Gallup stated in a post about the poll.
Gallup’s poll comes as the national debate over privacy and tracking of Internet users continues to gain steam.
On December 1st, one week before the poll was conducted, the Federal Trade Commission called for a “Do Not Track” system to protect Internet users, similar to the “Do Not Call” registry currently used to regulate telephone marketing.
And, just last week, the Obama administration called for a “privacy bill of rights” and a new, federal office to regulate how advertisers collect data online.
Online advertisers have defended their practices by arguing that the public might not understand how much this advertising fuels free websites.
But the poll found that argument did not hold sway with Internet users, 61 percent of whom said tracking is not justified even if the practice makes it possible to offer Web sites for free. An additional 37 percent of respondents said they would opt out of all online ad targeting if they could.
That response may be bad news for the advertising industry, which introduced its own, voluntary opt-out program earlier this year. The fact that such a low percentage of Internet users are aware that such an opt-out option already exists may hurt the industry’s argument that self-regulation is enough, with no federal regulation needed.
The overall message from the poll is that users want more control over tracking and how they’re targeted.
More specifically, respondents were asked if they’d prefer to allow all advertising networks to target ads, none to target ads or “only those advertising networks you choose.” Nearly half, 47%, preferred being able to select networks that could target ads; 37% did not want any targeted ads and 14% said they would allow all targeted ads.
Enterprise applications continue their charge into the mobile market and are set to take over about a third of all tablets in the next few years, according to a new survey conducted by Harris Interactive.
More than 1 in 5 Americans will own a tablet by 2014, and 37 percent of them will own them for business use, according to the survey. About half of all tablet owners plan to use the devices for social networking.
The survey was sponsored by Fuze Box, a company that has created a number of its own collaboration applications, including Fuze Meeting for the iPad.
What the survey doesn’t take into account is just what the tablet market will look like by 2014. Apple’s touchscreen iPad is the clear leader right now, with 95 percent of the tablet market. But Microsoft’s strategy to date has centered on what it bills as a stylus-using “slate” computer that runs on Windows 7 rather than a true tablet with a lightweight operating system like Apple’s iPad or Samsung’s Galaxy Tab, which runs Google’s Android operating system.
Another interesting tidbit: more than a third of tablet owners expect to use it for web conferencing and online meetings. The iPad in its current form doesn’t have a front-facing camera for Apple’s video-calling app Facetime. But the next version of the iPad will likely have one, as has already been widely speculated.
Mobile phones have already begun their grand entrance into the enterprise space with applications like Salesforce’s Chatter and Yammer landing on the Apple App Store and the Android marketplace. Since most tablets run the same operating systems as their smartphone counterparts, it’s easy enough to port those same applications to tablet computers. So expect to see some of the best enterprise applications popping up on tablets — if they haven’t already.
Here’s the survey’s breakdown of what people will use their tablets for most:
- Browsing the Internet (78%)
- Email (75%)
- Reading e-books/newspapers (53%)
- Social networking (50%)
- Watching TV/movies (43%)
- Business/Professional purposes (37%)
- Gaming (33%)
And here’s the survey’s breakdown of what business users will be doing with their tablets:
- Business correspondence (58%)
- Online meetings/Web conferences (37%)
- Marketing (34%)
- Training (33%)
- Finance/accounting (32%)
- Sales (27%)
- Graphic design (27%)
- Inventory management (27%)
- Customer support (24%)
It shouldn’t come as a huge surprise that the devices are seeing some growth in the enterprise space. About half of the largest companies in the world on the Fortune 100 list have begun either testing or full-out using the iPad for their corporate needs. Though Apple is a leader in that market for now, there are a number of other tablets rising up to challenge it. That includes one made by Research in Motion, whose BlackBerry smartphone is famous for its enterprise capabilities.
Next Story: Deals & More: U*tique grabs $3.6M for luxury vending machines, LiquidSpace raises $1.3M for the modern workplace Previous Story: MeLLmo raises $10M for enterprise analytics on the go
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