Online auctions, banking, social networks, and competitions are taking the brunt of the burden when it comes to data protection. Consumers have been avoiding these types of online sites, with older generations being the most cautious, and Gen X and Gen Y the least, per a study released Monday.
Data privacy concerns impact marketers and advertisers, the GfK study shows. Nearly 80% of respondents want more regulations, preventing organizations from repurposing personal data to third-party companies. About seven out of 10 baby boomers and eight out of 10 pre-boomers distrust marketers and advertisers with their data.