{"id":158,"date":"2023-01-11T21:00:00","date_gmt":"2023-01-11T20:00:00","guid":{"rendered":"https:\/\/www.sortlist.be\/fr\/datahub\/reports\/publicite-ciblee\/"},"modified":"2023-01-11T21:00:00","modified_gmt":"2023-01-11T20:00:00","slug":"publicite-ciblee","status":"publish","type":"reports","link":"https:\/\/www.sortlist.be\/fr\/datahub\/reports\/publicite-ciblee\/","title":{"rendered":"(\u00c9tude) La Gen Z a 28 % de chances de ne pas aimer une marque \u00e0 cause d&rsquo;une publicit\u00e9 cibl\u00e9e"},"content":{"rendered":"\n<div id=\"section-636a431247ccb\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>Le mois de janvier est important pour les marques : c\u2019est le mois id\u00e9al pour lancer la publicit\u00e9 cibl\u00e9e et relancer les ventes.<\/p>\n\n\n\n<p>Selon le&nbsp;<a href=\"https:\/\/www.mastercard.com\/news\/press\/2022\/february\/mastercard-spendingpulse-january-u-s-retail-sales-up-7-2-marking-solid-start-to-2022\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">rapport SpendingPulse<\/a>&nbsp;de MasterCard, janvier 2022 a \u00e9t\u00e9 une victoire pour presque tous les secteurs du commerce de d\u00e9tail : les ventes en ligne ont&nbsp;<strong>augment\u00e9 de 10,4 %<\/strong>&nbsp;d\u2019une ann\u00e9e sur l\u2019autre.<\/p>\n\n\n\n<p>Avec l\u2019augmentation du nombre de plateformes, l\u2019\u00e9volution des formats publicitaires et l\u2019\u00e9mergence de strat\u00e9gies d\u2019engagement\u2026 les utilisateurs en sont venus \u00e0 se demander : \u00ab&nbsp;Mon t\u00e9l\u00e9phone m\u2019\u00e9coute-t-il pour me proposer des publicit\u00e9s ?&nbsp;\u00bb<\/p>\n\n\n\n<p>En fait, une&nbsp;<a href=\"https:\/\/yougov.co.uk\/topics\/technology\/articles-reports\/2021\/07\/16\/my-phone-listening-my-conversations-britons-believ\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u00e9tude de YouGov<\/a>&nbsp;a montr\u00e9 que&nbsp;<strong>66%&nbsp;<\/strong>des personnes ont remarqu\u00e9 recevoir des publicit\u00e9s cibl\u00e9es pour un produit en ligne \u00ab&nbsp;apr\u00e8s en avoir parl\u00e9 en personne.&nbsp;\u00bb<\/p>\n\n\n\n<p>Cela vous est probablement arriv\u00e9 pendant les f\u00eates de fin d\u2019ann\u00e9e : vous avez mentionn\u00e9 un produit, et tout d\u2019un coup, une publicit\u00e9 appara\u00eet dans votre feed sur les r\u00e9seaux sociaux. Ou encore un membre de votre famille qui a tourn\u00e9 son t\u00e9l\u00e9phone vers vous et qui, d\u2019un air surpris, vous a dit : \u00ab&nbsp;Regardez, il m\u2019\u00e9coute vraiment !&nbsp;\u00bb.<\/p>\n\n\n\n<p>D\u2019o\u00f9 la question suivante :&nbsp;<strong>quel impact ont donc ces publicit\u00e9s cibl\u00e9es sur la confiance d\u2019une marque de consommation ?&nbsp;<\/strong>Une autre \u00e9tude de Consumer Reports a montr\u00e9 que les&nbsp;<a href=\"https:\/\/www.darkreading.com\/remote-workforce\/survey-shows-us-consumers-are-becoming-more-security-and-privacy-conscious\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">individus sont aujourd\u2019hui plus conscients des risques de s\u00e9curit\u00e9 et de confidentialit\u00e9<\/a>&nbsp;li\u00e9s \u00e0 leur empreinte digitale, et ont modifi\u00e9 leur comportement en cons\u00e9quence.<\/p>\n\n\n\n<p>Chez Sortlist, nous avons d\u00e9cid\u00e9 d\u2019interroger 500 utilisateurs dans 6 pays diff\u00e9rents pour savoir comment les&nbsp;<strong>publicit\u00e9s cibl\u00e9es<\/strong>, et les marques qui se cachent derri\u00e8re, sont per\u00e7ues, m\u00eame lorsque les gens pensent que leurs appareils \u00e9coutent leurs conversations.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Dans cette \u00e9tude marketing :<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-636a431247d10\">7x plus susceptibles de percevoir une marque de mani\u00e8re n\u00e9gative<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247db5\">Ciblage TikTok<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247def\">Les utilisateurs de 35 \u00e0 44 ans r\u00e9agissent \u00e9galement n\u00e9gativement<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e37\">Les utilisateurs plus \u00e2g\u00e9s aiment que votre marque les cible<\/a><\/li>\n\n\n\n<li><a href=\"#section-publicite-ciblee\">Les femmes sont 40% moins susceptibles d\u2019acheter<\/a><\/li>\n\n\n\n<li><a href=\"#section-B2B\">Un \u00e9chec pour le B2C, un essor pour le B2B<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e96\">Conclusion<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e96\">M\u00e9thodologie<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>TikTok<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Le r\u00e9seau social o\u00f9 les utilisateurs \u00e2g\u00e9s de 18 \u00e0 24 ans susceptibles d&rsquo;acheter verront une publicit\u00e9 cibl\u00e9e<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>4x<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Le nombre de fois o\u00f9 les utilisateurs soucieux du respect de la vie priv\u00e9e ont moins tendance \u00e0 acheter \u00e0 partir d&rsquo;une publicit\u00e9 cibl\u00e9e<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>90%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Les utilisateurs entre 35 et 44 ans qui n&rsquo;ont jamais achet\u00e9 \u00e0 partir d&rsquo;une publicit\u00e9 cibl\u00e9e<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247d10\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">7x plus susceptibles de percevoir une marque de mani\u00e8re n\u00e9gative<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247d2b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Notre derni\u00e8re enqu\u00eate r\u00e9v\u00e8le que les utilisateurs sont&nbsp;<strong>7 fois plus susceptibles<\/strong>&nbsp;de percevoir n\u00e9gativement une marque qui les cible avec des publicit\u00e9s si elle est soucieuse de leur vie priv\u00e9e. Ils n\u2019aiment pas penser que vous les \u00e9coutez.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-768x432-1.png\" alt=\"\" class=\"wp-image-192\" width=\"639\" height=\"359\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-768x432-1.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-768x432-1-300x169.png 300w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p><strong>37,4 % ont le sentiment que leur vie priv\u00e9e n\u2019est pas respect\u00e9e<\/strong>&nbsp;chaque fois qu\u2019ils sont cibl\u00e9s par des publicit\u00e9s si pr\u00e9cises qu\u2019ils ont l\u2019impression que leur t\u00e9l\u00e9phone les \u00e9coute.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-14-973x547-1.png\" alt=\"\" class=\"wp-image-191\" width=\"608\" height=\"341\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-14-973x547-1.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-14-973x547-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-14-973x547-1-768x432.png 768w\" sizes=\"auto, (max-width: 608px) 100vw, 608px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>En g\u00e9n\u00e9ral, les utilisateurs soucieux du respect de la vie priv\u00e9e sont&nbsp;<strong>4 fois moins susceptibles d\u2019acheter<\/strong>&nbsp;\u00e0 partir d\u2019une publicit\u00e9 cibl\u00e9e \u00e0 l\u2019avenir.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-956x538-1.png\" alt=\"\" class=\"wp-image-189\" width=\"642\" height=\"361\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-956x538-1.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-956x538-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-956x538-1-768x432.png 768w\" sizes=\"auto, (max-width: 642px) 100vw, 642px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Nos donn\u00e9es montrent \u00e9galement que le groupe le plus soucieux du respect de la vie priv\u00e9e est celui des&nbsp;<strong>femmes \u00e2g\u00e9es de 25 \u00e0 34 ans<\/strong>. 29 % de ces r\u00e9pondants soucieux du respect de la vie priv\u00e9e sont originaires du Royaume-Uni.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Ce groupe ne serait pas \u00e0 l\u2019aise avec l\u2019id\u00e9e de partager des donn\u00e9es personnelles pour des publicit\u00e9s personnalis\u00e9es parce qu\u2019il&nbsp;<strong>n\u2019aime pas \u00eatre cibl\u00e9<\/strong>&nbsp;par des entreprises.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-13-1024x576.png\" alt=\"\" class=\"wp-image-188\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-13-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-13-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-13-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-13-1536x864.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-13.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Et la plupart d\u2019entre eux (<strong>63,89 %<\/strong>) n\u2019ont jamais achet\u00e9 quelque chose \u00e0 partir de publicit\u00e9s hypercibl\u00e9es.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247db5\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Ciblage TikTok<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dc3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Malgr\u00e9 la perception n\u00e9gative des marques, seuls 14 % des membres de la&nbsp;<a href=\"https:\/\/www.sortlist.fr\/blog\/differents-usages-generations-reseaux-sociaux\/\" target=\"_blank\" rel=\"noreferrer noopener\">g\u00e9n\u00e9ration Z<\/a>&nbsp;ressentent une violation de la vie priv\u00e9e<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Les&nbsp;<strong>18-24 ans sont 28 %<\/strong>&nbsp;plus susceptibles d\u2019avoir une&nbsp;<strong>perception n\u00e9gative<\/strong>&nbsp;des marques utilisant des publicit\u00e9s cibl\u00e9es, mais ach\u00e8teront quand m\u00eame aupr\u00e8s d\u2019elles.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-2.png\" alt=\"\" class=\"wp-image-186\" width=\"573\" height=\"322\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-2.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-2-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-2-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-2-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-2-1536x864.png 1536w\" sizes=\"auto, (max-width: 573px) 100vw, 573px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Notre derni\u00e8re enqu\u00eate r\u00e9v\u00e8le que les utilisateurs les plus jeunes sont les plus susceptibles de r\u00e9agir n\u00e9gativement aux publicit\u00e9s cibl\u00e9es qui les am\u00e8nent \u00e0 se demander :&nbsp;<em>\u00ab&nbsp;Mon t\u00e9l\u00e9phone m\u2019\u00e9coute-t-il pour me montrer des publicit\u00e9s?&nbsp;\u00bb<\/em>.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>La plupart des utilisateurs se sont sentis \u00ab&nbsp;surpris&nbsp;\u00bb par la&nbsp;<strong>rapidit\u00e9<\/strong>&nbsp;avec laquelle les entreprises les ont cibl\u00e9s avec des publicit\u00e9s (<strong>32,6%<\/strong>) et que leur vie priv\u00e9e a \u00e9t\u00e9 &nbsp;\u00bb atteinte &nbsp;\u00bb (22,4%).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-6.png\" alt=\"\" class=\"wp-image-183\" width=\"643\" height=\"361\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-6.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-6-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-6-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-6-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-6-1536x864.png 1536w\" sizes=\"auto, (max-width: 643px) 100vw, 643px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Cependant, seuls 14% des 18-24 ans ont ressenti un non respect de leur vie priv\u00e9e.<\/p>\n\n\n\n<p>En fait, le segment des 18-24 ans est 58 % plus susceptible que les autres d\u2019acheter quelque chose \u00e0 partir d\u2019une publicit\u00e9 tr\u00e8s cibl\u00e9e.<\/p>\n\n\n\n<p>Les 18-24 ans sont&nbsp;<strong>47 % moins susceptibles d\u2019acheter<\/strong>&nbsp;s\u2019ils ont une perception n\u00e9gative de la marque \u00e0 la suite d\u2019une publicit\u00e9 hautement cibl\u00e9e.<\/p>\n\n\n\n<p>Et encore, le groupe des 18-24 ans susceptibles d\u2019acheter \u00e0 partir de publicit\u00e9s cibl\u00e9es a&nbsp;<strong>73 % plus de chances d\u2019avoir vu<\/strong>&nbsp;ces publicit\u00e9s sur TikTok que toutes les autres g\u00e9n\u00e9rations r\u00e9unies.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-7.png\" alt=\"\" class=\"wp-image-182\" width=\"660\" height=\"371\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-7.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-7-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-7-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-7-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-7-1536x864.png 1536w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Cela a peut-\u00eatre quelque chose \u00e0 voir avec l\u2019engagement de la plateforme.&nbsp;<a href=\"https:\/\/dreamlocal.com\/the-impact-of-tiktok-advertising-on-gen-z-buyers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Selon DreamLocal<\/a>,&nbsp;<strong>49 % des utilisateurs de TikTok<\/strong>&nbsp;ach\u00e8tent des produits qui y ont fait l\u2019objet d\u2019une critique ou d\u2019une publicit\u00e9.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247def\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Les utilisateurs de 35 \u00e0 44 ans r\u00e9agissent \u00e9galement n\u00e9gativement<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dfd\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>C\u2019est le groupe pour lequel la vie priv\u00e9e a le plus d\u2019importance : la majorit\u00e9 d\u2019entre eux (<strong>37,8 %<\/strong>)&nbsp;<strong>n\u2019aiment pas les publicit\u00e9s cibl\u00e9es<\/strong>&nbsp;car ils ont le sentiment que leur vie priv\u00e9e n\u2019est pas respect\u00e9e.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-8.png\" alt=\"\" class=\"wp-image-180\" width=\"678\" height=\"381\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-8.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-8-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-8-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-8-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-8-1536x864.png 1536w\" sizes=\"auto, (max-width: 678px) 100vw, 678px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Ce chiffre augmente de pr\u00e8s de la moiti\u00e9 si l\u2019on consid\u00e8re les utilisateurs de ce groupe qui ont une perception n\u00e9gative de la marque :&nbsp;<strong>63,16 %<\/strong>&nbsp;d\u2019entre eux consid\u00e8rent la vie priv\u00e9e comme leur principale pr\u00e9occupation.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-9.png\" alt=\"\" class=\"wp-image-177\" width=\"652\" height=\"366\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-9.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-9-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-9-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-9-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-9-1536x864.png 1536w\" sizes=\"auto, (max-width: 652px) 100vw, 652px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Ce sont les m\u00eames utilisateurs qui n\u2019ont jamais rien achet\u00e9 \u00e0 partir d\u2019une publicit\u00e9 cibl\u00e9e (89,58 %).<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e37\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Les utilisateurs plus \u00e2g\u00e9s aiment que votre marque les cible<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e45\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Parmi tous les utilisateurs, ceux \u00e2g\u00e9s de 54 ans et plus sont&nbsp;<strong>2x plus susceptibles de percevoir positivement&nbsp;<\/strong>une marque suite \u00e0 une publicit\u00e9 cibl\u00e9e.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-10.png\" alt=\"\" class=\"wp-image-175\" width=\"614\" height=\"345\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-10.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-10-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-10-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-10-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-10-1536x864.png 1536w\" sizes=\"auto, (max-width: 614px) 100vw, 614px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Les boomers sont \u00ab&nbsp;curieux d\u2019en savoir plus&nbsp;\u00bb sur ce qui est annonc\u00e9.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Les principales r\u00e9actions aux publicit\u00e9s cibl\u00e9es de ce groupe d\u2019\u00e2ge sont qu\u2019ils se sentent \u00ab&nbsp;surpris d\u2019\u00eatre cibl\u00e9s si rapidement&nbsp;\u00bb et \u00ab&nbsp;curieux d\u2019en savoir plus&nbsp;\u00bb sur le produit ou le service annonc\u00e9.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-11.png\" alt=\"\" class=\"wp-image-173\" width=\"671\" height=\"377\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-11.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-11-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-11-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-11-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-11-1536x864.png 1536w\" sizes=\"auto, (max-width: 671px) 100vw, 671px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<p>Les utilisateurs de 54 ans et plus sont \u00e9galement<strong>&nbsp;46 % moins<\/strong>&nbsp;susceptibles d\u2019\u00eatre&nbsp;<strong>soucieux de la protection de la vie priv\u00e9e<\/strong>, par rapport aux autres segments d\u2019\u00e2ge de notre enqu\u00eate.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-publicite-ciblee\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Les femmes sont 40% moins susceptibles d\u2019acheter<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-publicite-ciblee-paragraphe\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Les femmes \u00e9tant le groupe le plus soucieux du respect de la vie priv\u00e9e dans notre enqu\u00eate, il \u00e9tait logique d\u2019examiner dans quelle mesure elles \u00e9taient susceptibles d\u2019avoir&nbsp;<strong>achet\u00e9 quelque chose \u00e0 partir d\u2019une publicit\u00e9 cibl\u00e9e dans le pass\u00e9.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-12-680x383-1.png\" alt=\"\" class=\"wp-image-172\" width=\"608\" height=\"342\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-12-680x383-1.png 680w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-12-680x383-1-300x169.png 300w\" sizes=\"auto, (max-width: 608px) 100vw, 608px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Comme nous l\u2019avons mentionn\u00e9, les femmes sont beaucoup plus soucieuses de leur vie priv\u00e9e que les hommes :&nbsp;<strong>41,44 %&nbsp;<\/strong>d\u2019entre elles ont d\u00e9clar\u00e9 qu\u2019elles avaient le&nbsp;<strong>sentiment que leur vie priv\u00e9e n\u2019\u00e9tait pas respect\u00e9e<\/strong>, alors que seuls 31,73 % des hommes \u00e9taient de cet avis.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-1.png\" alt=\"\" class=\"wp-image-170\" width=\"604\" height=\"339\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-1.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-1-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-1-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1-1-1536x864.png 1536w\" sizes=\"auto, (max-width: 604px) 100vw, 604px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<p>Lorsqu\u2019on leur a demand\u00e9 si elles se sentaient \u00e0 l\u2019aise de partager des donn\u00e9es personnelles pour des publicit\u00e9s personnalis\u00e9es, une sur cinq (<strong>19,86%<\/strong>) n\u2019aime pas se sentir \u00ab&nbsp;cibl\u00e9e par des entreprises&nbsp;\u00bb.<\/p>\n\n\n\n<p>En revanche, la majorit\u00e9 des hommes interrog\u00e9s (<strong>23,56 %<\/strong>) ne voient pas d\u2019inconv\u00e9nient \u00e0 partager leurs donn\u00e9es personnelles parce qu\u2019ils \u00ab&nbsp;ne pensent pas qu\u2019elles soient sensibles.&nbsp;\u00bb<\/p>\n\n\n\n<p>Ce constat est corrobor\u00e9 par une \u00e9tude sur les diff\u00e9rences de comportement en mati\u00e8re de vie priv\u00e9e entre les sexes, qui a montr\u00e9 que les&nbsp;<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1877050921022262\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">femmes \u00e9taient moins dispos\u00e9es que les hommes \u00e0 donner des informations plus sensibles<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-B2B\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Un \u00e9chec pour le B2C, un essor pour le B2B<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-B2B-paragraphes\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Les utilisateurs sont&nbsp;<strong>3x plus susceptibles d\u2019avoir achet\u00e9<\/strong>&nbsp;un produit ou un service B2B \u00e0 partir d\u2019une publicit\u00e9 cibl\u00e9e dans le pass\u00e9, par rapport aux publicit\u00e9s B2C.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-3-1.png\" alt=\"\" class=\"wp-image-168\" width=\"601\" height=\"338\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-3-1.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-3-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-3-1-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-3-1-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-3-1-1536x864.png 1536w\" sizes=\"auto, (max-width: 601px) 100vw, 601px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>De plus, les personnes qui re\u00e7oivent des publicit\u00e9s B2B ont&nbsp;<strong>90%<\/strong>&nbsp;plus de chances de percevoir une marque de mani\u00e8re&nbsp;<strong>positive<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-1.png\" alt=\"\" class=\"wp-image-165\" width=\"595\" height=\"334\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-1.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-1-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-1-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-4-1-1536x864.png 1536w\" sizes=\"auto, (max-width: 595px) 100vw, 595px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>En revanche, les personnes sont&nbsp;<strong>126 %&nbsp;<\/strong>plus susceptibles de&nbsp;<strong>percevoir n\u00e9gativement<\/strong>&nbsp;les publicit\u00e9s B2C.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-5-1.png\" alt=\"\" class=\"wp-image-164\" width=\"591\" height=\"332\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-5-1.png 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-5-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-5-1-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-5-1-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-5-1-1536x864.png 1536w\" sizes=\"auto, (max-width: 591px) 100vw, 591px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Les publicit\u00e9s B2B qui sont montr\u00e9es \u00e0 la plupart des utilisateurs sont des publicit\u00e9s de Beaut\u00e9 &amp; Cosm\u00e9tiques.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads.jpg\" alt=\"\" class=\"wp-image-162\" width=\"590\" height=\"331\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads.jpg 1920w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/fr-targeted-ads-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 590px) 100vw, 590px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e96\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Conclusion<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ea3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Dans l\u2019ensemble, les pr\u00e9occupations en mati\u00e8re de confidentialit\u00e9<strong>&nbsp;emp\u00eachent les utilisateurs d\u2019acheter<\/strong>&nbsp;\u00e0 partir de publicit\u00e9s cibl\u00e9es.<\/p>\n\n\n\n<p>Alors que les entreprises continuent d\u2019adapter leurs publicit\u00e9s hypercibl\u00e9es \u00e0 leurs publics, elles se retrouvent \u00e0 mener une bataille pour le respect de la vie priv\u00e9e avec leurs utilisateurs, qui sont de plus en plus conscients de la fa\u00e7on dont ils sont suivis sur le Web et de la quantit\u00e9 d\u2019informations qu\u2019ils sont pr\u00eats \u00e0 donner.<\/p>\n\n\n\n<p>Pourtant, l\u2019enqu\u00eate de Sortlist montre que certaines marques et leurs publicit\u00e9s hypercibl\u00e9es n\u2019ont pas ce probl\u00e8me. C\u2019est particuli\u00e8rement vrai pour celles qui ciblent les&nbsp;<strong>boomers<\/strong>, qui ne semblent&nbsp;<strong>pas trop se soucier de partager leurs donn\u00e9es<\/strong>&nbsp;pour des publicit\u00e9s personnalis\u00e9es ou de savoir si leur t\u00e9l\u00e9phone est, apr\u00e8s tout, \u00e0 l\u2019\u00e9coute.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e96\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">M\u00e9thodologie<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ea3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>L\u2019\u00e9tude a \u00e9t\u00e9 men\u00e9e entre le 19 et le 23 d\u00e9cembre 2022 aupr\u00e8s de&nbsp;<strong>500 utilisateurs dans 6 pays<\/strong>&nbsp;: Royaume-Uni, Belgique, Allemagne, Espagne, Pays-Bas et France.<\/p>\n\n\n\n<p>Dans le cadre de l\u2019\u00e9tude, nous avons interrog\u00e9 des utilisateurs g\u00e9n\u00e9raux sur leurs sentiments \u00e0 l\u2019\u00e9gard des publicit\u00e9s cibl\u00e9es et leur comportement d\u2019achat, notamment apr\u00e8s avoir re\u00e7u des publicit\u00e9s qui leur faisaient croire que leur t\u00e9l\u00e9phone les \u00e9coutait. Les r\u00e9ponses sont anonymes.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ece\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\">Pr\u00e9sent\u00e9 dans<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_1d05b72df052a487887cbe9b103b941f\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div class=\"js-carousel-slider\">\n                        <div class=\"track\" data-glide-el=\"track\">\n                             <ul class=\"responsive tns-slider slides\">\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/statista-logo-3.png\" alt=\"Statista\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/the-london-economic-logo-stacked-3.png\" alt=\"The London Economic\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/logo-strategies-1-768x128-1.png\" alt=\"Strat\u00e9gies\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/Article-Covers-for-COM-and-UK-88-768x545-1.png\" alt=\"Le Monde\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/CB_News_2011_logo.svg_-2-768x416-1.png\" alt=\"CBNews\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/Fashionunited-logo-3.png\" alt=\"FashionUnited\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/Logo_t3n_mit_Schriftzug-2-768x611-1.png\" alt=\"T3N\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/trends-tendances-logo-png-transparent-1-768x768-1.png\" alt=\"Trends Tendances\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/the-drum-logo-vector-2-768x427-1.png\" alt=\"The Drum\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/les-echos-logo-png-transparent-1-768x768-1.png\" alt=\"Les Echos\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/telechargement-3.png\" alt=\"Techcrunch\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/forbes-logo-7-1-3.png\" alt=\"Forbes\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/03\/Entrepreneur_logo-3.png\" alt=\"Entrepreneur\">\n                                                                            <\/li>\n                                                            <\/ul>\n                        <\/div>\n                    <\/div>\n\n                    \n                                <\/div>\n            <\/div>\n        <\/section>\n    \n\n    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>La Gen Z est 7 fois plus susceptible\u00a0de percevoir une marque de mani\u00e8re n\u00e9gative<\/p>\n","protected":false},"author":102,"featured_media":160,"template":"","reports_categories":[4,11],"class_list":["post-158","reports","type-reports","status-publish","has-post-thumbnail","hentry","reports_categories-rapports-marketing","reports_categories-strategie-digitale-et-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>(\u00c9tude) La Gen Z a 28 % de chances de ne pas aimer une marque \u00e0 cause d&#039;une publicit\u00e9 cibl\u00e9e<\/title>\n<meta name=\"description\" content=\"Cette \u00e9tude de Sortlist s&#039;int\u00e9resse \u00e0 la perception des publicit\u00e9s cibl\u00e9es et aux utilisateurs qui pensent : &quot;Mon t\u00e9l\u00e9phone m&#039;\u00e9coute-t-il ?&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.be\/fr\/datahub\/reports\/publicite-ciblee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"(\u00c9tude) La Gen Z a 28 % de chances de ne pas aimer une marque \u00e0 cause d&#039;une publicit\u00e9 cibl\u00e9e\" \/>\n<meta property=\"og:description\" content=\"Cette \u00e9tude de Sortlist s&#039;int\u00e9resse \u00e0 la perception des publicit\u00e9s cibl\u00e9es et aux utilisateurs qui pensent : &quot;Mon t\u00e9l\u00e9phone m&#039;\u00e9coute-t-il ?&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sortlist.be\/fr\/datahub\/reports\/publicite-ciblee\/\" \/>\n<meta property=\"og:site_name\" content=\"Data Hub\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/20\/2023\/04\/pub.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data1\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" 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