According to YouGov’s poll, more than half of small business owners from France and Germany are uncomfortable with Google and Facebook’s invasive advertising.
Namely, 75% of respondents believe that tracking-based advertising compromises peoples’ privacy. Likewise, 69% of business owners were uncomfortable with Google and Facebook’s influence.
However, since the mentioned platforms control the advertising industry, brands have no other choice but to use them to reach their customers.
For example, Facebook had the “Most Liked Fan Pages” in 2020 and 2021. What’s more, as of October 2021, Facebook had 2.91 billion monthly active users, while another 1.93 billion people use Facebook on a daily basis.
At the same time, Google is the most visited multi-platform in the US. In fact, in June 2021, it had more than 270 million visitors. These numbers just go to show how important these online platforms are for many businesses; especially small ones.
The survey also shows 79% of respondents believe that big online platforms, such as Google and Facebook, have to follow regulations when it comes to using personal data.
Moreover, business owners believe their customers are uncomfortable when they are targeted by online ads, especially when the ads are based on their health issues (67%), sexual orientation (66%), religious views (65%), political views (65%), race or ethnicity (62%), and personal events (62%).
On the other hand, Facebook and other industry behemoths believe their targeted advertising is essential for the survival of small European businesses.