IAB Europe’s latest consumer study, conducted by Kantar, reveals fresh insights into how European consumers view online advertising, data privacy, and the value exchange behind free digital services. The study surveyed 10,500 internet users aged 16 and above across 12 European markets, providing valuable data on consumer attitudes and behaviors.
- Value of Free Online Services
On average, European consumers benefit from €212 worth of free online services each month. This highlights the importance of the ad-supported model for consumers who rely on digital services without direct payment. - Consumer Views on Pay or Consent Models
60% of consumers find the ‘pay or consent’ model reasonable when they understand the value exchange. This suggests that transparency about how their data is used can influence consumer willingness to engage with digital ads. - Preferences for Relevant Ads
80% of consumers prefer fewer, more relevant ads over generic, mass-distributed ones. This reflects a growing demand for personalization in digital advertising, where consumers are more likely to engage with ads that are tailored to their interests. - Impact of Privacy Discussions on Digital Ecosystem
As the conversation around digital privacy continues to evolve, the study underscores the importance of transparency, relevance, and consumer choice. These elements are crucial in maintaining a sustainable and consumer-friendly digital advertising ecosystem.
This study provides valuable insights for policymakers, industry leaders, and stakeholders in the digital advertising space. It underscores the need for a balance between data privacy, advertising relevance, and transparency to build trust with consumers and ensure a sustainable future for the industry.
