US consumers are generally wary of companies' collecting their personal data, but some are open to it—depending on their age, the transparency of the efforts, and what they get in return, according to a recent report from Software Advice.
Nearly three-quarters (74%) of the 385 adult Americans surveyed say they prefer that their data not be collected or used at all by companies. Of those respondents who are open to their data being gathered, the largest percentages are comfortable with brands' monitoring their likes/dislikes and collecting basic demographic information.
Very few consumers think it is appropriate for brands to collect their current location or contact information.
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