Study: 90% Of Aussies Don’t Want Their Data To Be Used To Target Them Ads

Picture Shows: David Walliams as Carol Beer. 'Computer Says No' sketch.  Photographer: Mike Hogan / bbc

A new study into Australian attitudes towards privacy in the online world has revealed huge concerns exist around how Australians’ personal data is used online.

According to the study, by Roy Morgan Research, 90 per cent of Australians say it is unacceptable (either somewhat or very unacceptable) for companies to collect personal financial data, to scrape the contents of messages or emails, or to collect health and medical data for the purpose of tailoring ads and offers to consumers. Less than five per cent deem these practices acceptable (either very or somewhat acceptable).

However, despite these concerns only around 15 per cent of Australians claim to ‘always’ or ‘often’ read terms and conditions when signing up for online services and a majority of over 54 per cent rarely or never read them.

Asked for their views about organisations sharing different types of data and information with third parties 80 per cent of Australians agree they would never want ‘Photos of my kids/family’ shared with third parties – higher than any other type of data or information.

Percentage of Australians who agree ‘I would never want this (data) shared’

7650-Online-Privacy-Data-Sharing-June-2018

At least 70 per cent of Australians agreed they would never want the following types of data shared with third parties: ‘The unique ID number of mobile phone/device’, ‘My messages’, ‘My financial information/credit history’, ‘My phone contacts’ and ‘My medical/health information with third parties’.

Australians are far more relaxed about organisations sharing data related to their gender or name with third parties and only around a quarter of Australians say they would ‘never want this data shared’.

Commenting on the study, Roy Morgan CEO Michele Levine said: The results of this in-depth study into privacy concerns shows that huge majorities of Australians would never want photos of their kids/family, private messages, financial information/credit history, phone contacts, medical/health information or the unique ID number of their mobile phone shared with third parties.

“Even larger majorities of Australians approaching 90 per cent say it is at least somewhat unacceptable for these types of data to be used for the purpose of tailoring ads and offers to consumers. This is a core facet of the business model of many social media companies that boast about their ability to target ads to consumers based upon the huge amounts of data they collect on consumers.

“Clearly there is a significant ‘disconnect’ here between the rights of consumers to expect a certain degree of privacy with regards to their personal information and the business models of social media companies that rely on stockpiling data on consumers to sell advertising,” Levine said.




Please login with linkedin to comment

Addressable ads Roy Morgan

Latest News

Reports: Police DID Receive Allegations Against Alan Jones
  • Media

Reports: Police DID Receive Allegations Against Alan Jones

The Sydney Morning Herald has reported that the police DID receive allegations that radio presenter Alan Jones assaulted a schoolboy, despite the NSW police commissioner saying last week that no such claims had been made. In a story published today, the masthead reported that in November 2017, two detectives met with schoolboy Neil Ogden (pseudonyms) […]

Morgan Stanley: Retail Media Will Steal $1.1b From Media Owners
  • Advertising

Morgan Stanley: Retail Media Will Steal $1.1b From Media Owners

The likes of ARN, Southern Cross, Seven, oOh!media and Nine could stand to lose as much as $1.1 billion in advertising spend to retailers such as Woolies, Coles and Amazon by 2027 according to investment bank Morgan Stanley. The bank has downgraded its valuation in the listed media companies, saying that the threat of retail […]

Yes, It’s Ronan Keating! Yes, It’s A Funny Christmas Beer Ad!
  • Campaigns

Yes, It’s Ronan Keating! Yes, It’s A Funny Christmas Beer Ad!

Irish lager and cider brand Rockshore has enlisted former Boyzone band member Ronan Keating for a witty take on what the Irish call St. Stephen’s Day (or Boxing Day, as it’s more commonly known). The carolling number sees Keating, 46, paired with the brand’s ambassador – a fella by the name of Rocko – duetting […]

by B&T Magazine

B&T Magazine
Eagle Eye’s Jonathan Reeve On How Retail Marketers Can Use Technology To Transform The Holiday Season
  • Partner Content

Eagle Eye’s Jonathan Reeve On How Retail Marketers Can Use Technology To Transform The Holiday Season

When it comes to prepping for the most wonderful time of year, the sooner, the better. Early holiday marketing planning sets the stage for a smoother, more effective and more profitable holiday season, ensuring retailers are well-prepared to meet the demands and expectations of holiday shoppers. Lead Image: Jonathan Reeve Below are a few tips […]

Partner Content

by B&T Magazine

B&T Magazine
Gumtree Appoints G Squared To Drive Search
  • Advertising

Gumtree Appoints G Squared To Drive Search

Digital consultancy G Squared has been appointed by leading online marketplace Gumtree to drive search and deliver improved customer experiences across the platform. Lead Image: George Photios, director at G Squared. Gumtree appointed G Squared following a multi-agency competitive pitch, with the Sydney-based independent tasked with managing search engine optimisation through organic search, as well as […]

New Business Wins For We Scout
  • Marketing

New Business Wins For We Scout

Independent creative communications agency we scout has been awarded the consumer PR brief for Renault Australia’s launch of the Kangoo E-Tech and the Megane E-Tech, as well as winning work with Markot and SuperPark Australia following a series of competitive pitches. Lead Image: L-R – we scout co-founders Annabelle Jones & Lori Susko. “Partnering with […]

Digital marketing commerce online sale concept, Promotion of products or services through digital channels search engine, social media, email, website, Digital Marketing Strategies and Goals. SEO PPC
  • Advertising

dentsu Forecasts 2024 Global Ad Spend To Grow By 4.6%

The latest dentsu Global Ad Spend Forecasts, covering 58 markets across the globe, shows advertising spend will expand by $33.0 billion in 2024 to reach $752.8 billion. This represents a 4.6 per cent growth year-over-year for the ad industry – much faster than the pace seen in 2023 (+2.7 per cent vs. 2022). However, media […]

JOLT Partners With Polestar On New Campaign Debunking “Range Anxiety”
  • Campaigns

JOLT Partners With Polestar On New Campaign Debunking “Range Anxiety”

JOLT has partnered with Polestar to launch an integrated, customer insight-led campaign celebrating Polestar drivers’ ‘Electric Living’ on the road whilst debunking ‘range anxiety’ – the common barrier to electric vehicle (EV) ownership, through a dynamic, data-led approach. The campaign harnesses the aligned values and synergy between Polestar and JOLT, with both brands dedicated to advancing […]

Oceania map with connection networks.
  • Media

Superloop Connects With Zenith Australia On Media Account

Challenger Internet service provider Superloop has appointed Zenith Australia to manage its media strategy, planning, buying and research across all channels as it scales its business for more growth. The appointment signifies the consolidation of the account under Publicis Groupe, with Leo Burnett already managing the creative duties for the brand, launching the ‘Refresh Your […]

Acast Total Payout To Podcasters Surpasses $30M
  • Media

Acast Total Payout To Podcasters Surpasses $30M

Acast has delivered podcast creators returns of AUD $31 million in Australia and New Zealand since launching locally in 2017. Furthermore, Acast now boasts more than 31 million monthly listens in the region, propelled by a series of local podcast signings in 2023 that have further fuelled the region’s burgeoning creator economy. Acast is committed […]

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]