Popping the filter bubble

Newsworks

United Kingdom

Category Impact/pagetraffic/viewability

Media associated with this project

Click on icon below to download media

Overview

Aim of exploring consumers’ awareness of online filtering and targeting. By monitoring online browsing behaviour in both a standard Web environment and a cookie-free Web environment — and combining this with a quantitative online survey of 1,000 nationally representative adults 18-77 years old — the project set out to unearth people’s knowledge of and attitude toward algorithmic targeting. As a result, it provides brands with further understanding of how to navigate the digital environment.

Results show that 63% of people love it when they come across something useful and interesting but unexpected. When asked how they feel when they see ads that are relevant but unexpected, more respondents chose positive words such as “curious” (33%), “surprised” (27%), and “intrigued” (25%) than negative words such as “annoyed” (17%) or “irritated” (18%).
The research showed news consumption is drawn from a healthy mix of sources:
  • While 44% said they consumed news presented by Facebook, 63% use TV news programmes and 77% consume print or digital newspaper brands.
  • When asked which their preferred source of news was, 32% of UK consumers chose print or digital newspaper brands, 25% TV news programmes, and 9% chose Facebook.

Methodology

A quantitative online survey of 1,000 nationally representative adults 18-77 years old. The7stars and Newsworks partnered with Flamingo Research to conduct test and control experiments in London, Birmingham and Manchester – monitoring online browsing behaviour in a standard web environment and a cookie free web environment. The research also involved a quantitative online survey with 1,000 nationally representative adults aged 18-77 years of age. All fieldwork took place during January and February 2017.

Reach of Media Related to the Research

national media digital

Type of Media Related to the Research

Cross-media