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    Survey: Most Web Users Believe Web Sites are Tracking Their Surfing Behavior

    “A vast majority (80.1%) of web surfers are concerned about the online privacy of their personal information such as age, gender, income and web surfing habits,” according to an online survey by Burst Media. Notably, “older segments are much more likely than younger segments to say web sites track personally identifiable information.” The survey of more than 4,000 adults (age 18 and older) was conducted in December.

    Among other findings:

    Three out of five (61.9%) respondents say it is likely that a web site collects non-personally identifiable information (PII) – such as a visitor’s geographic location or type of Internet connection.

    Based strictly on a description – advertisements more relevant to interest – only one-in-five (23.2%) respondents would not mind if non-personally identifiable information was collected if ads were better targeted.

    “Advertisers must take concrete actions to mitigate consumers’ privacy concerns and at the same time continue to deliver their message as effectively as possible. In addition and as recently seen in the news flare up regarding Facebook’s privacy controversy, publishers need to be completely transparent about their privacy policies,” said Chuck Moran, VP of Marketing for Burst Media.

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