I hate to have to say this again, but the idea that a vast majority of online users would object to having their behavior tracked by marketers is not surprising at all. I’d be more surprised if a study on that issue resulted in any other conclusion.
But what I’d like to see is a study that looks at people’s opinions about an internet that does not contain some level of behavioral tracking. Higher pay walls, more ad clutter (volume to make up for targeted specificity) and other changes I’m guess would not be so welcome. And the study would have to be free of the bias that would come from talk of behavioral targeting.
I’m not a huge fan of the practice and think that fair disclosure should be made when people are being tracked in this manner. But there’s a trade off and before any policies are put into place that are hard to undo it’s important to gauge just how willing people would be to make that trade.