IAB UK: Consumers & Online Privacy 2012

A report by the IAB UK and ValueClick, based on 2,000 interviews carried out by Kantar Media - 650 face-to-face and 1,350 online.

The report reveals:

  • Over half (52%) of UK consumers are happy to see online advertising because it supports online services and content at little or no cost
  • 55% said they would rather see online advertising relevant to their interests; 59% would rather see a lower number of relevant ads online than a higher number of less relevant ones
  • Nearly half (45%) would like to control the type of advertising they see online
  • Half of UK consumers have deleted cookies from their computers in the last six months while one in five deletes cookies every week
  • Six in 10 people said they can live more cheaply because of the internet

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