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Key stat: 35% of consumers in North America use antivirus software, a much lower amount than the 79% who report feeling very concerned about online privacy, according to August 2023 data from Malwarebytes.
Beyond the chart:
Some 20% of consumers use an ad blocker while browsing the internet, which means advertisers need to make sure their ads are appearing on sites that will ensure ads are seen.
The same Malwarebytes study found 13% of consumers use a privacy-preserving web browser and 12% use a search engine that does not track online activity. These factors also make it difficult for advertisers to target consumers.
Use this chart:
Assess the obstacles to targeting ads.
Recognize where consumers care most about privacy.
Methodology: Data is from the October 2023 Malwarebytes report "Everyone's Afraid of the Internet." 1,004 consumers in North America ages 13-77 were surveyed online during July 25-August 3, 2023.