New research from eyeo has found that telco subscribers worry about privacy when using their phones to browse the internet, with 85% being at least moderately concerned. These concerns include the presence of tracking cookies and intrusive adverts.
The research, which surveyed over 2,500 global internet users and telco subscribers, found that 50% have used an ad blocker to prevent the display of adverts in the last month, and that 48% find it annoying when an advert for a particular product “follows” them around the internet.
There are similar concerns around cookies. 39% find cookie consent requests annoying, while 22% feel their privacy has been violated when they see a consent form.
The good news, however, is that there are also clear signs that users will accept cookies and advertising if there is an acceptable trade-off – such as free content or the maintenance of privacy. 35% happily recognize the presence of cookies as an established part of the browsing experience, while 69% are happy to see some adverts if it means having access to free news. Interestingly, 84% say that companies should pay them to gain access to their data.
Alec Gramont, Senior Director of Telecom Partnerships, eyeo