Data Highlights

Oldest cohort of customers, 56 and above, are most likely to find it 'creepy' (78%) when targeted with ads from companies they don't know based on their location. Customers across all other age groups find it equally alarming.

Remarketing tactics that lead to ads following people across devices are also perceived as 'creepy, not cool' by more than half of customers across all age groups. Once again, customers 56 and above (72%) are most likely to be turned off by it.

Young customer, 18 to 25 years old, are less likely to be alarmed by ads on social media sites based on their recent browsing history (36%) and personalised offers on brand sites after having spent a couple of minutes on the site (37%).