Canada Dashboard Digest

Which Data Do Consumers Guard; What Would They Sell?

PERSONAL PRIVACY

January 31, 2014

Though consumers don’t always know how companies collect their data, which often causes a “trust gap,” evidence exists that consumers are still willing to exchange some of their personal information for products and services. Create with Context (CwC) recently surveyed 800 consumers to find out what information they would be willing to give up “in exchange for 50 percent off three different items: a gallon of milk, a large-screen television and a new car.” This Privacy Perspectives post reveals what CwC’s Ilana Westerman and Gabriela Aschenberger found, including how “97 percent of respondents said they’d be willing to give up at least one piece of data about themselves in exchange for a discount,” while noting that consumers don’t guard “all their information with equal vigilance.” Meanwhile, CBC News reports on a Microsoft study indicating “32 percent of Canadians are willing to sell all their digital data to the right company for the right price and 45 percent would sell at least some of it.
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