Journal of Advertising Research 'Does the internet dig too deep?'

This study was more focused on people's attitudes towards privacy matters and personal security over the internet. However, there were some interesting points raised that can be related to my topic.

"There has been a paradigm shift from perceiving privacy as an individual right and a move toward identifying 'fair-information practices' intended to prevent privacy threats. This is a hallmark of privacy concerns in the digital age of computers, internet access, mass storage and movement of personal information" (Curry, 1997)

The findings were as follows,

64.9% said they were 'very' or 'somewhat' worried about their personal privacy. Respondents aged 25-49 years old were slightly more worried than those 18-34 and those ages 50 and older.

When asked about the statement, 'Some companies know more about me than I want them to know' more than 80% 'strongly' agreed or 'somewhat' agreed with the statement. Adults aged 18-24 years (34.2%) were less likely to agree 'strongly' with the statement than respondents aged 25 and older (40.9%).

The study, however, was limited to those with internet access at home and because of this, the attitudes and opinions of those without internet access were not included.

For my research, this just gives a bit more insight into people's attitudes about the internet, something which I am suggesting as a contribution to our accelerated daily lives. In terms of advertising, it could go to say that people are suspicious of online campaigns, if they ask for any personal information input. It also goes along the lines of the panopticon, where if people are concerned about being monitored whilst spending time online, they might not want to be monitored when sharing information such as viral advertising videos or monitoring of popularity of different campaigns.


Curry (1997) The Digital Individual and the Private Realm. Annals of the Association of American Georgraphers, 87(4) pg 681-99.

Kachhi & Link (2009) Does the Internet Dig Too Deep? Journal of Advertising Research (March) pg 74- 81.