Parents' attitudes towards online marketing and data collection practices aimed at children in the U.S. in 2012

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Strongly agreeSomewhat agreeSomewhat disagreeStrongly disagreeDon't know / no answer
Before advertisers put tracking software on a child’s computer, advertisers should receive the parent’s permission.89%5%2%4%1%
It is wrong for advertisers to collect and keep information about where a child goes online and what that child does online.52%11%10%24%2%
It is okay for advertisers to collect information about a child’s location from that child’s mobile phone.*6%3%7%84%1%
It is okay for advertisers to track and keep a record of a child’s behavior online if they give the child free content.*5%3%15%75%3%
As long as advertisers don’t know a child’s name and address, it is okay for them to collect and use information about the child’s activities online.3%17%10%69%1%
It is okay for a website to ask children for personal information about their friends.2%2%5%91%1%

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The statistic presents U.S. parents' attitudes towards online marketing and data collection practises aimed at children. During the survey carried out in November 2012, 52 percent of parents strongly agreed that it was wrong for advertisers to collect and keep information about where a child went online and what that child did online. The survey was carried out in connection with the planned update of the Children’s Online Privacy Protection Act.
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Release date
December 2012
United States
Survey time period
November 6 to 18, 2012
Number of respondents
base: n = 2,002
Age group
18 years and older
Special properties
parents only
Method of interview
Telephone interview
Supplementary notes
* For these statements, the answer "Don't know / no answer" received less than one percent of responses.

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