For Millennials, Internet Privacy Is Malleable

A new USC Annenberg/Bovitz sudy finds that internet users under the age of 35 are far more likely to trade in their online privacy for discounts and promotional offers from businesses.

A new study found that millennials make marketing and law enforcement agencies very happy—they care less about online privacy than their older counterparts, and think less of giving intimate personal information to businesses. The joint project from the USC Annenberg Center and Bovitz found millennials think differently about the internet than other demographics; both groups defined ”millennials” as anyone under 35.

56% of under-35s are comfortably sharing their exact phone-tracked physical locations with companies in exchange for coupons or deals for nearby businesses; only 70% believe noone should have access to their personal data or web behavior.

About the author

Based in sunny Los Angeles, Neal Ungerleider covers science and technology for Fast Company. He also works as a consultant, writes books, and does other things.



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