US consumers feel in control of data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2021, 4:19 AM UTC

Americans (56%) want news and content tailored to their preferences, tastes, and online activities, as per a recent Adweek and Harris Poll survey.

Of those surveyed, 23% believe they now have more control over how their data is processed, stored, and exchanged, according to the study. However, 49% of people feel they have the same amount of control and 28% believe they’ve less control over their data.

Gen Z (36%) and millennials (35%) feel more in control over their data than last year. Americans (84%) agree that a subscription fee is reasonable given the content they get to access. Currently, 75% of Americans do not pay a subscription fee to access online news.

On personalisation, 49% don’t want it, as they don’t want their online activities to be tracked. 65% believe news and media outlets do a good job of personalising content.

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