March 2, 2020

Amount of Users' Personal Information that US Adults Believe a Tech Company Should Be Able to Use When Targeting Political Campaign Ads, Dec 2019 (% of respondents)


Adults in the United States were asked how much personal information internet/tech companies should be able to use when targeting political campaign ads toward users of its platform. Responses included "no information" (ad should be shown to anyone, regardless of personal characteristics), ... "limited/broad information" (gender, age, zip code, etc.) and "any available interests" (personal interests, frequently visited websites, search topics, etc.).More


Respondents were asked, "Suppose a political candidate's campaign wants to buy an online ad to reach certain voters. What information about its individual users should an internet company be able to use in deciding who should see the ad?"


Data is from a March 2020 Gallup/Knight Foundation article titled "In U.S., Most Oppose Micro-Targeting in Online Political Ads." A random sample of 1,628 US adults ages 18+ were surveyed online during December 3-15, 2019. The margin of sampling error is ±3 percentage points at the 95% confidence level. All reported margins of sampling error include computed design effects for weighting.