For those considering whether to read it, it's a powerful statement on consumer acceptance of privacy trade-offs:
Key findings on American consumers include that -
- 91% disagree (77% of them strongly) that "If companies give me a discount, it is a fair exchange for them to collect information about me without my knowing"
- 71% disagree (53% of them strongly) that "It’s fair for an online or physical store to monitor what I’m doing online when I’m there, in exchange for letting me use the store’s wireless internet, or Wi-Fi, without charge."
- 55% disagree (38% of them strongly) that "It’s okay if a store where I shop uses information it has about me to create a picture of me that improves the services they provide for me."
The authors go on to note that "only about 4% agree or agree strongly" with all three of the above propositions. And even with a broader definition of "a belief in tradeoffs" they found just a fifth (21%) were comfortably accepting of the idea.
Key findings on American consumers include that -
- 91% disagree (77% of them strongly) that "If companies give me a discount, it is a fair exchange for them to collect information about me without my knowing"
- 71% disagree (53% of them strongly) that "It’s fair for an online or physical store to monitor what I’m doing online when I’m there, in exchange for letting me use the store’s wireless internet, or Wi-Fi, without charge."
- 55% disagree (38% of them strongly) that "It’s okay if a store where I shop uses information it has about me to create a picture of me that improves the services they provide for me."
The authors go on to note that "only about 4% agree or agree strongly" with all three of the above propositions. And even with a broader definition of "a belief in tradeoffs" they found just a fifth (21%) were comfortably accepting of the idea.