I don’t think this surprises anyone. It’s a know fact but until now there were not given numbers and statistics related. The survey conducted by professors at the University of Pennsylvania and the University of California, Berkeley pointed out that most adult Americans (66%) do not want marketers to tailor advertisements to their interests.

Even if the survey is technology related, it became a hot political issue developing plans of introducing privacy legislation. Now coming back to the survey numbers, it worth mentioning that 38% of Americans believe that companies that use a person’s information illegally should “fund efforts to help people protect privacy.” What scares people most is if their online behavior (for example on websites) has been track and tailored advertising are a result of this online tracking. Considering this, 86% of young adults will disagree with tailored advertisement and 90% will reject them if tailored advertisements are the result of their offline behavior tracking.

• Even when they are told that the act of following them on websites will take place anonymously, Americans’ aversion to it remains: 68% “definitely” would not allow it, and 19% would “probably” not allow it.
• A majority of Americans also does not want discounts or news fashioned specifically for them, though the percentages are smaller than the proportion rejecting ads.
• 69% of American adults feel there should be a law that gives people the right to know
  everything that a website knows about them.
• 92% agree there should be a law that requires “websites and advertising companies to
  delete all stored information about an individual, if requested to do so.”
• 63% believe advertisers should be required by law to immediately delete information
  about their internet activity. (Source)

From my point of view, I think it’s important for marketers to inform people about dates that are collected and to allow costumers to decide which information to use and its purpose and which to delete.