Pew Research Center, a nonpartisan American fact tank that provides information on social issues, public opinion, and demographic trends, released a survey interviewing 963 Facebook users 18 years or older.
When asked questions about their collected data, 74% of Facebook users didn’t know the “Your ad preferences” page existed, much less, collected data on traits and interests. 51% of users were not comfortable with Facebook collecting their information once directed to this page.
Other findings include:
- When directed to the preferences page, 88% of users found the site generated information about them.
- About 51% of Facebook users are assigned a political “affinity.”
- About 21% of users are assigned a “multicultural affinity.” This category is used for ad targeting, designating a user to various racial and ethnic groups.
This survey was conducted in 2018, a few months after the Facebook and Cambridge Analytica debacle. The margin of error for the full sample is plus or minus 3.4%.
Image Source: Pew Research Center