Inside 1to1:Privacy

Consumer Perceptions of "Do Not Track"

June 10, 2011

Initial results of a study titled "User Perceptions of Do Not Track" show that Internet users link the term "do not track" to behavioral advertising, but then also revealed that consumers might define the term differently than Web companies, according to a MediaPost report.

Preceding a recent World Wide Web Consortium workshop, researcher Aleecia McDonald asked 200 Internet users what kind of data would be collected after activating a do-not-track option. Nearly 40 percent of respondents felt that "nothing at all" would be collected. Fifty-one percent of those polled indicated that they would not be surprised if nothing changed after they activated a do-not-track option. Eighty-one percent said it was the first time they had heard the phrase do not track.
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