Americans (56%) want news and content tailored to their preferences, tastes, and online activities, as per a recent Adweek and Harris Poll survey.
Of those surveyed, 23% believe they now have more control over how their data is processed, stored, and exchanged, according to the study. However, 49% of people feel they have the same amount of control and 28% believe they’ve less control over their data.
Gen Z (36%) and millennials (35%) feel more in control over their data than last year. Americans (84%) agree that a subscription fee is reasonable given the content they get to access. Currently, 75% of Americans do not pay a subscription fee to access online news.
On personalisation, 49% don’t want it, as they don’t want their online activities to be tracked. 65% believe news and media outlets do a good job of personalising content.
[2 minute read]