PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST UNIVERSITY STUDENTS
BACKGROUND TO THE STUDY
The internet over the
years has developed due to the growth in technology like laptop, telephone,
computer, etc. and this has made it possible to target advertising accurately
to specific consumers and to use consumer information to tailor the content of
advertisements to suit the changing need of consumers.
Bureau (2012) defined Advertising as a form of communication used to encourage,
persuade, or manipulate an audience (viewers, readers or listeners; sometimes a
specific group) to take or continue to take some action. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common.
Data Driven Advertising
for internet users is the simplified resource on how their data is used to
serve advertisements to their web browsers either as pop ups or by other means,
where that data comes from, and how it moves through the ecosystem has been a
serious issue of consideration by many computer/internet users and various
researches has been carried out on this subject matter. Briggs, Rex, Nigel
(1997) stated that some quarters have advocated that making use of consumer’s
data helps them reach their goals, and consumers get the most from their online
experiences and more profit is generated to the advertiser.
This newly found
targeting ability is made possible due to immense amount of user generated data
that flows through the internet, especially social networks and the sheer
amount of people using these platforms per time. According to social media
week.Org, it was discovered that as at January 2014 about 74% of all internet
users use social networks.
Many questions go
through the minds of internet users on why he/she is seeing the advertisement
even though he has not given a command that could warrant that to the computer.
Internet users also wonder on how the advertisers know what they like, thereby
leaving them thinking on. Targeted advertising happens for good reasons in most
case, some online advertisers have explained how data is used to make the web
more relevant to its users and it will also be for mutual benefit (Gonzales,
When a consumer visits
a web site, the pages they visit, the amount of time they view each page, the
links they click on, the searches they make and the things that they interact
with, allow sites to collect that data, and other factors, create a 'profile'
that links to that visitor's web browser. As a result, site publishers can use
this data to create defined audience segments based on visitors who have
similar profiles. When these visitors return to a specific site or a network of
sites using the same web browser, those profiles can be used to allow
advertisers to position their online ads to those visitors who exhibit a
greater level of interest and intent for the products and services being
Lester (2013) explains
that advertisers may also deliver adverts based on a user's suspected geography
through geo-targeting. A user's IP address communicates some geographic
information (at minimum, the user's country or general region). The geographic
information from an IP can be supplemented and refined with other proxies or
information to narrow the range of possible locations. For example, with mobile
devices, advertisers can sometimes use a phone's GPS receiver or the location
of nearby mobile towers. Cookies and other persistent data on a user's machine
may provide help narrowing a user's location further.
Good as all these are, there is an adverse
effect to serving users advertisement based on what data can be gathered. The
problems will be discussed more explicitly in the statement of problem.
STATEMENT OF THE PROBLEM
In recent years, the
internet appears to have become an integral part of our human existence. This
research therefore, intends to test the perception of students on data driven
advertising in relations to how it affects invasion of privacy.
OBJECTIVES OF THE SYUDY
This study aims at
analyzing the perception of internet users of data driven advertising in
Babcock University and University of Lagos with the following objectives:
investigate the level of awareness about data driven advertising by Babcock
University and University of Lagos students.
examine Babcock University and University of Lagos students' perception of
invasion of privacy reinforced by data driven advertising.
determine Babcock University and University of Lagos students’ attitude towards
unsolicited mails and adverts that are sent to their Yahoo mail and Facebook.
test Babcock University and University of Lagos students’ level of knowledge of
data driven advertising.
1.4 RESEARCH QUESTIONS
what extent are Babcock University and University of Lagos students’ aware of
data driven advertisement?
what extent is Babcock University and University of Lagos students' perception
of invasion of privacy reinforced by data driven advertising?
is the attitude of Babcock University and University of Lagos students’ when
unsolicited mails and adverts are sent to them?
what extent are Babcock University and University of Lagos students’
knowledgeable about data driven advertising?
SIGNIFICANCE OF THE STUDY
This study will serve
as a pointer to finding out the perception of internet users on data driven
advertising and also to find out the feeling of Babcock university students and
University of Lagos students on their privacy if it is being invaded. The
result of this study will be used to enlighten and educate internet users on
the issues associated with the use of data driven advertising.
This research will also
be of vital importance to website publishers, advertisers and advertising
bodies such as Association of Advertising Agency of Nigeria (AAAN) and other
bodies who engage in online advertisement to enlighten them on how internet
users perceive what is being sent to them.
1.6 SCOPE OF THE STUDY
This study is limited
to students’ in Babcock University and University of Lagos to test their perception about data driven
advertisement in order to determine if these students’ feel their privacy is
being invaded on. In order to achieve this, a structured questionnaire will be
administered to the students’.
OPERATIONAL DEFINITION OF TERMS
In the course of this
study, the following terms relating to the subject-matter will frequently be
The positive/negative disposition to unsolicited advertisement on the internet.
users: They are 100 Level – 400 Level students’ of Babcock
University and University of Lagos.
driven advertising: This is when advertisements are
tailored to you on your internet platform through the use of your personal
This is a form of tricking someone thereby sending mails that are identical to
that of a known brand owner.
Bubble: This is when two different people search for
something on the internet and get different result based on their browsing history,
geographical area, likes etc.