Millennials Most Willing to Exchange Personal Data for Deals, Promotions

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April 22, 2013 -- When it comes to online privacy, access to personal data and how information is shared with businesses online, a new survey finds Millennials (ages 18-34) are distinctly more willing than other age groups “to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses -- as long as they receive tangible benefits in return.”

The survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., finds:
 
Millennials more receptive to targeted advertising

While 70% of Millennials say they are uncomfortable with others having access to their online personal data or web behavior, a significant percentage (25%) are willing to give up some of their personal information in exchange for more relevant advertising from businesses. 
 
Comparatively, 77% of those ages 35 and older feel their personal data and web behavior should remain private while less than one in 5 (19%) would be willing to trade this data if it were to benefit them.
 
Half of Millennials willing to share info as long as they "get something in return"
 
When asked if they would share personal information with business in exchange for promotions, offers and deals, 51% of Millennials agreed, compared to 40% of those age 35 and older. 
 
Millennials more willing to share their location with businesses

When asked if they would share their location with companies in order to receive coupons or deals for nearby businesses, 56% of Millennials agreed, compared to 42% of users 35 and older.

"Online privacy is dead -- Millennials understand that, while older users have not adapted”

According to Elaine B. Coleman, managing director of media and emerging technologies for Bovitz, “Millennials say, ‘I’ll give up some personal information if I get something in return. For older users, sharing is a function of trust -- ‘the more I trust, the more I am willing to share.’” 
 
"Online privacy is dead -- Millennials understand that, while older users have not adapted,” said Jeffrey I. Cole, director of the USC Annenberg Center for the Digital Future. “Millennials recognize that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behavior -- there’s no going back." 


About: Data on social networking were developed from the USC Annenberg Center for the Digital Future annual survey – the longest continuing study of its kind and the first based on a longitudinal survey of the views and behavior of Internet users and non-users. The annual survey has a margin of error of +/- 2.7%.

Findings on Millennials and privacy were included in the center’s Topical Survey, a supplement to the Center’s main project that covers issues such as privacy, social media usage, use of technology at school, stress and technology, and social norms regarding the presence of technology in social settings. The Topical Survey has a margin of error of +/- 3.1%.

Source: USC Annenberg Center for the Digital Future, Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show Millennials embrace a new online reality, April 22, 2013.