The main differences between responses to personalized advertising among generations
Patapau, Makar (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020110622317
https://urn.fi/URN:NBN:fi:amk-2020110622317
Tiivistelmä
The objective of the thesis is to define the main qualitative differences between responses to personalization among generations. This research is relevant since according to the previous research conducted in this field, people tend to have two different opinions about personalization simultaneously, and these opinions contradict each other.
Therefore, to learn a true opinion about personalization, 12 people were interviewed. There are four generations considered, they are Baby Boomers, Generation X, Millennials and Generation Z. Three representatives for each generation, respectively. The goal of the interview was to learn whether people know about personalization as a concept and whether people know about types of personal data needed to create a personalized ad as well as the methods of collecting this data. And finally, learn how people feel by being exposed to personalization in digital marketing; how useful, in their opinion, personalization is and so on.
The research showed that a significant part of people do not know about the types of personal data being collected and the principles of collecting the data. As a result, people feel insecure when they see personalized ads and are not willing to share their personal information to receive these personalized ads. Therefore, people from all generations believe that if the principle of collecting data is more transparent, they will feel more secure and will be willing to share their personal data. To compare the level of safety perceived by each generation, younger generations feel safer compared to older generations. Also, when people know that the content of a personalized ad will be relevant to them, they are more ready to share their data.
Therefore, to learn a true opinion about personalization, 12 people were interviewed. There are four generations considered, they are Baby Boomers, Generation X, Millennials and Generation Z. Three representatives for each generation, respectively. The goal of the interview was to learn whether people know about personalization as a concept and whether people know about types of personal data needed to create a personalized ad as well as the methods of collecting this data. And finally, learn how people feel by being exposed to personalization in digital marketing; how useful, in their opinion, personalization is and so on.
The research showed that a significant part of people do not know about the types of personal data being collected and the principles of collecting the data. As a result, people feel insecure when they see personalized ads and are not willing to share their personal information to receive these personalized ads. Therefore, people from all generations believe that if the principle of collecting data is more transparent, they will feel more secure and will be willing to share their personal data. To compare the level of safety perceived by each generation, younger generations feel safer compared to older generations. Also, when people know that the content of a personalized ad will be relevant to them, they are more ready to share their data.