Attitudes to personalized digital ads Europe 2024| ��ƽ��

Consumer attitudes towards personalization in digital advertising in Europe as of November 2024

Characteristic	Agree	Neither agree nor disagree	Disagree
I prefer ads which are relevant to me over random ads	56	27	16
Fewer personalized ads are less intrusive than lots of generic ads	53	33	14
I prefer ads that are relevant to me personally over ads that are based on the content of the website/app	52	30	18

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Release date

April 2025

More information

Region

Europe

Survey time period

November 2024

Number of respondents

10,500 respondents

Age group

16 years and older

Special properties

among respondents from Belgium, Czechia, Denmark, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Spain, and Sweden

Method of interview

Online survey

Supplementary notes

Original question: "Please tell us to what extent you agree or disagree with the following statements about digital advertising..."
The survey was conducted in the following 12 European countries:
Belgium (1,000 respondents),
Czechia (1,000 respondents),
Denmark (500 respondents),
France (1,000 respondents),
Germany (1,000 respondents),
Ireland (500 respondents),
Italy (1,000 respondents),
the Netherlands (1,000 respondents),
Norway (500 respondents),
Poland (1,000 respondents),
Spain (1,000 respondents),
Sweden (1,000 respondents).

Citation formats

During a November 2024 survey carried out among consumers from 12 European countries, 56 percent of respondents stated that they preferred ads which were relevant to them over random ads. Four percentage points fewer said they preferred ads that were relevant to me personally over ads that were based on the content of the website/app (contextual advertising).