• by Ray Schultz , Columnist, November 7, 2022

Consumers are hipper than you might think to tracking by brands. 

Just about everyone is aware that websites and apps use personal information to customize some content and ads, according to the 2022 Privacy Concerns Survey, a study from Adtaxi, conducted by SurveyMonkey. 

Of the consumers polled, 72.75% are 100% aware of it. Another 22.57% “kind of had an idea” this is happening, and 2.72% thought it was a rumor. Only 2.97% don’t have a clue.  

Many don’t mind tracking, although their approval is tepid: Only 14.79% strongly agree the collecting of data by websites and apps improves their online experience, and 38.01% somewhat agree. 

Despite these levels of suspicion, consumers are willing to share some contact data with apps: 36.80% are comfortable providing name, email, street address. And 29.21% accept brands tracking their browsing or search history, and 24.81% their usage (app launches, clicks, views). 

Another 20.51% are even comfortable with brands knowing their location. 

The willingness to share email and postal addresses means brands can build their email and direct mail lists if they use them judiciously. Consumers must not be overloaded with email, and it should be easy for them to unsubscribe.  

In general, though, only 38% would permit any tracking, and that is down from 44% in 2021.  

Brands should know that 25.84% of consumers are uncomfortable sharing any personal information at all via apps. And a mere 16.85% approve of their content being tracked in emails, photos or voice recordings. 

Worse, a paltry 11.89% approve of financial information such as payment information, salary, credit score being monitored. 

Overall, roughly 60% do not allow tracking by websites.  

Meanwhile, Google’s much-publicized delay of getting rid third-party cookies is not known by 72.75%. But over 85% agree that Google should make changes to how it tracks user data, 44.95% strongly so. 

“The findings from this latest survey are not surprising as users have been increasingly more judicious when it comes to tracking,” said Chris Loretto, EVP of Adtaxi. 

Loretto adds, “As recent news of major companies like Google adjusting tracking information becomes accepted by the public at large, savvy digital marketers must be willing to readjust the way they track data, understand the value of privacy for consumers and learn new ways to deliver impactful marketing that resonate with an educated user-base.”

All that said, consumers are active online. During the pandemic, they relied on these activities: 

• In-store shopping (non-Grocery)—25.28%
• Online shopping (non-Grocery)—55.81%
• Online Grocery shopping—35.86% 
• Reading consumer reviews online—22.75%
• Online price comparisons—25.66% 
• Searching for online Sales/Promotions—24.72%
• Buying online—45.41% 
• Reading my local newspaper or newspaper website—15.36%
• Using my cellphone or mobile device—47.66%
• Streaming TV/video content—44.66%
• Online Sports Gambling (Fantasy, Betting, other)—4.87%
• Other online activity—14.70%
• None of these—4.03%

And if a recession hits? They will cut: 

• College or Continuing Education course—17.23% 
• Shopping in-store (excluding Grocery)—31.74%
• Shopping online (excluding Grocery)—31.74%
• Streaming TV/Video content—26.87%
• Traveling—51.03%
• Using CBD—10.86%
• Using my local newspaper or newspaper website—8.80%
• Watching TV using my Cable or Satellite subscription—16.57% 

Survey Monkey surveyed 1,068 U.S. consumers on August 12, 2022.