According to new Technographics® 360 data, consumers are beginning to shift from a state of apathy to empowerment when it comes to managing their personal data. But, beyond awareness, consumers are also increasingly aware of the tradeoff in sharing personal data for the benefit of personalized experiences, which emphasizes Forrester’s redefined concept of privacy: Provide transparency and choice about data collection and usage practices, or risk losing customers to your competition.

Learn about the research here.