Internet users have concerns regarding the way data is collected about their online habits. (EB FILE)

Majority of internet users in the UAE have raised their concern about the lack of privacy in the virtual world, according to a new research by Real Opinions, a market research consultancy.

The recently-conducted report shows that 76 per cent of internet users in the country said their searches for products and visits to websites should never be monitored unless they have given permission to do so.

On a positive note, 60 per cent users favour behavioural targeting for customised advertising and internet content.

Dan Healy, CEO of Real Opinions, says: “One of the key opportunities for internet advertisers is to efficiently target their key audience. Our research shows that customers want more sophistication from advertisers in reaching out to them by better understanding what they are looking for online rather than who they are. Take the example of buying an annual holiday. You might only do this once a year but when you do you’d like to see all the deals on offer and not at any other time during the year. This is the key moment for advertisers, it’s the here and now period when customers are making an evaluation and possibly a transaction online right away.”

The survey shows that consumers are increasingly attracted to the convenience and relevance that behavioural targeting brings to online content but have concerns regarding the ways data being collected about their online habits.

In support of the survey results, Sanjiv Setia, Marketing Head of VLCC, a global chain of wellness outlets, says that almost 100 per cent of their regular customers prefer to get information online.

“We do communicate with our vast data of clients over the net, but that’s done only after seeking their consent,” says Setia.

“Promotions and information that’s personal in nature is welcomed through digital platforms, but we have to respect their privacy and deliver our brand-com matter in their inboxes only after getting their written consent,” he says.

Privacy concerns have resulted in fierce debate in Europe and North America where new legislation is being discussed to protect online privacy. Recent communications from both Google and Facebook regarding privacy of internet users have attracted a great deal of media attention. In particular, Adobe has been addressing concerns about the practice of some organisations using Flash cookies to regenerate HTML cookies (internet history) that may have been intentionally deleted by internet users.

UAE-based internet users were surveyed as part of the global 11-country Here & Now study by Real Opinions which sought internet users’ opinions on the debate of internet advertising, privacy concerns and preferences. Of all the global respondents, 65 per cent said they prefer to give permission before searches and visits to websites are monitored. In Australia and South Africa, 91 and 71 per cent of respondents said so.

“Behavioural advertising promises to help advertisers reach the right consumer with the right message at the right time by gathering data on individuals internet habits,” said Carrington Malin, Managing Director of Spot On Public Relations.

“The overall concept is a win-win for advertiser and consumer, providing more effective channels for advertisers and more relevant advertising and content for consumers. However, new behavioural advertising techniques require more monitoring of consumers usage patterns and raise some very real privacy concerns that have become the subject of widespread debate.”

The Here & Now survey also found that there are some internet users that do not accept any trade off between privacy levels and behavioural targeting.

When asked about the different options for websites to secure permission for monitoring, 38 per cent of respondents believed that no tracking or monitoring of their online behaviour should be permitted under any circumstances.