Consumer attitudes towards web-trackers

Abstract

Purpose – The purpose of this study is to investigate consumer attitudes towards web trackers. Additionally, the author is interested in evaluating whether consumer social networking preferences or online browsing activities affect their attitudes towards web trackers. This study aims to conclude whether there exists a correlation between consumer attitudes towards web trackers and either their browsing activity or their social networking preferences. Design/Methodology/Approach – The web survey was distributed online directly to potential study participants. Data collected was of a quantitative nature. The author aimed to gather information regarding participant demographics; attitudes towards web trackers; online browsing activities; and social networking preferences. Furthermore, the author observed whether online browsing activity or social networking preferences affects user’s attitudes of web trackers. Findings – Study participants were extremely aware of web trackers but highly disapproved of their data being tracked. Participants were concerned about their privacy and security, stating that they would rather receive more generic ads so they can safeguard their personal data. Web trackers should receive explicit consent before tracking user’s online activities. The majority of the study participant’s do not adopt any ad blockers despite security concerns they raised. Participants believe that web trackers want to profit from user personal data. Research limitations/implications – Research study limitations included study participant young age and high level of education. Further studies with a more even distribution in terms of age and academic background will contribute to the findings retrieved in this study. Originality/value - Users with a high level of education and who are Internet savvy; have high levels of web tracker awareness but lack familiarity with specific web tracking services. Study participants perceive web trackers to be intrusive, irritant and annoying. The web tracking industry should become more transparent by explaining to users how their data will be used and the safety precautions are taken. Moreover, users should be able to only share data they feel comfortable. Furthermore, web trackers should improve their consent policies with users considerably.