"Americans are willing to share sensitive information with businesses in the name of safety and efficiency, a new study found. But they’re less enthusiastic about exchanging personal details in return for better advertising or offers–especially when those details reveal their physical location, researchers said.
Although users often accept the implicit bargain of the online world—receiving free services in exchange for personal data—service providers can’t take users’ comfort with the arrangement for granted. Privacy concerns are more “case-by-case than driven by broad principles,” said Lee Rainie, Pew’s director of Internet, Science, and Technology Research.
The report revealed a gulf between the public and the tech industry, Mr. Rainie said, judging by the plethora of data-gathering gadgets on display at last week’s Consumer Electronics Show in Las Vegas. For instance, Nest seeks to connect items in the home–smart thermostats, light bulbs, garage doors and so on—into a system that would collect data to coordinate their operations; switching on lights, for instance, when the garage door indicates that an occupant has returned home in the evening.
The January 2016 report suggests that public attitudes could limit such plans."