Abstract
A focus group was conducted with a total of 25 participants to explore and identify the privacy and user acceptance issues associated with targeted advertising. Three scenarios were studied: one providing advertisements and coupons to a mobile device based on shopping behaviors, another delivering advertisements to a mobile device based on location and online activities, and the third presenting TV advertisements based on viewing patterns. It was found that targeted advertising was generally preferred to non-targeted advertising but users wanted to control the type, quantity, frequency, range, and context of the advertisements received. It was also important that advertisements be based on personal data that users are willing to share and that targeting not be intrusive or embarrassing. Targeted advertisements that offered discounts or financial benefits were most preferred.
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