Warc: Australian consumers hostile to online tracking without explicit consent

Warc: Australian consumers hostile to online tracking without explicit consent

Originally published: Warc, 28 November 2019

Australian consumers are adamant that organisations should not track their behaviour without getting explicit permission first, according to research commissioned by Which-50.

It’s clear from the survey results, conducted by Pureprofile, that most people, from Gen Z to Baby Boomers, are very protective of their privacy.

“There were similar results regardless of the proposed mechanism for online behaviour tracking, whether it was Facebook, YouTube, cookies or third parties,” said Pureprofile COO Melinda Sheppard. “More than 90% rejected the notion that companies should be allowed to track them online without prior permission,” she reported.

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