2020 Consumer Awareness Survey
The Digital Advertising Alliance of Canada (DAAC) is pleased to share the results of our most recent consumer awareness survey.
The survey provides a fresh view of what awareness levels are at in Canada when it comes to interest-based advertising. A summary of the results from the fourth wave of the consumer survey, conducted by Toronto-based research firm Synqrinus, can be found below.
Key findings:
73% of respondents know that data is collected online.
Another 73% of respondents indicated they are familiar with how data is collected about them to guess their interests.
72% of respondents are familiar with the practice of ads being served to them based on their browsing history.
81% of respondents feel AdChoices is clear and easy to use.
Brands and websites that feature the AdChoices icon are more trustworthy than brands and websites that don’t.
82% of respondents feel that free internet content (such as news, weather, email, social media and blogs) is important to them.
85% of respondents prefer an ad-supported internet as opposed to paying for the services they use online.
The report, conducted in May 2020, consists of a nationally-weighted sample of 1,034 adults aged 18-64 and was created to help the DAAC and its participants understand where awareness about interest-based advertising currently resides amongst consumers in Canada.