Washington, DC, November 6, 2019 — A new Ipsos poll finds that 4 in 10 Americans will not consider the phone’s default privacy settings a priority when purchasing their next smartphone (38%). A majority report being concerned with third parties tracking activity on downloaded apps and website visits (57% for each) and around 41% are concerned with third parties tracking content that is watched or streamed such as videos.
Americans are evenly split on their awareness of identifiers in some smartphone operating systems, a number specifically tied to a phone or tablet that lets advertisers track activity over time. Of the respondents that are aware of identifiers, 20% have changed the setting to reset this identifier so that advertisers will be unable to track activity. Nearly 6 in 10 report not changing this setting because they do not know how (58%). A plurality, one-third, prefer to have a unique identifier reset automatically once a week (34%), and another quarter prefer to do it themselves.
About the Study
These are some of the findings of an Ipsos poll conducted between October 16-17, 2019. For this survey, a sample of roughly 1,007 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English.
The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.
Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,007, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points).
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