The Privacy Paradox in Personalised Advertising: Insights from Demographic and Behavioural Data in Delhi NCR

Abstract

Personalised advertising, which individually pushes content based on the users’ consumer data has become a main feature of modern digital marketing across platforms such as Instagram and Amazon. As its prevalence increases, understanding consumer perceptions of personalisation has become increasingly vital. While existing research has predominantly focused on Western contexts and has typically examined either privacy concerns or the effects of personalisation in isolation, limited attention has been paid to the interplay between demographic characteristics, privacy attitudes and perceived advertising value; particularly in under-researched regions. This study investigates consumer perception on personalised advertising, focusing on the role of privacy concerns, demographic variables (gender, age, internet experience) and perceived advertising value. Additionally, it explores whether these factors influence trust and behavioural responses towards targeted advertising. Employing a quantitative survey design, data was collected from 100 participants using standardised 5-point Likert scales. The findings indicate that female and younger participants reported higher levels of infotainment and more favourable attitudes toward personalised advertising, although younger respondents also experienced higher levels of advertising irritation. Participants who reported falsifying personal data demonstrated marginally elevated irritation levels. Notably, privacy concerns were consistently high across all demographic groups. These findings suggest that while personalised ads may engage certain user groups more strongly, widespread privacy skepticism continues to pose a significant barrier to consumer trust and acceptance. Ethical, transparent data practices and clearer privacy regulations are recommended to foster trust and further acceptance of personalised advertising strategies.