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Targeted advertising – good or bad?

According to Search Engine Use in 2012 – study conducted by Pew Internet, most U.S. users are sure that search engines may serve as a source for getting useful and important news.

Thus, half of users using search engines find for themselves what they could not even expect to find. 41 % of users find multiple results, quite different from each other which makes it difficult for them to choose the appropriate one. 38 users from a hundred could not manage the huge amount of information. Still others noted that they could not find the required information.

In addition, some other interesting facts were noted:

– 65 % of users do not like the fact that the search engine is trying to adjust to their requests because they believe that this method won’t display everything the user needs at the moment. 29 % of users think just the opposite

– In addition, 73 % of users find that gathering information about them is a violation of anonymity, while 23 % of them do not worry about the collection of personal information

– 68 % of those asked are against the policy of targeted advertising, because they experience unpleasant feelings when the search engine is analyzing their behavior

– Of course, there are those (28 %) who like the system of such advertising, and they find it convenient to obtain really interesting information

About two thousand American citizens participated in the survey. As the results show only about one third of them find targeted advertising to be useful and convenient for themselves, whereas others do not like the collection of information about users at all. However, despite this, search engines are unlikely to give up their ideas and meet the needs of majority.

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