Why Read This
With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines, consumer attitudes toward privacy and personal data sharing are in flux. To understand consumer attitudes about personal data and identity, we analyzed Forrester's Consumer Technographics® data and found that the way that consumers view, protect, and value their data varies widely by consumer age and by the type of personal data involved. This report details emerging trends around consumers' willingness to share data and their motivations for doing so. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new survey data.