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Data Privacy: Consumer Attitudes & Behaviors


The primary goal of this research was to gain an in-depth understanding of consumers’ attitudes and behaviors regarding online data privacy. Specific research objectives included:

  • Assess what data consumers share and how that data is shared
  • Understand what data is believed to be tracked/used by companies
  • Understand what data consumers would consider providing for website/platform use
  • Assess willingness to share data to leverage rewards
  • Assess if sharing data helps consumers create recommendations or to-do lists

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