Jeff Roberts reports:
According to Forrester Research, people will choose to give their business to firms with good data hygiene in the same way that, in the 1990′s, they looked for companies with strong environmental records. Forrester will publish a survey this week in which 62 percent of respondents say they would be “not at all likely” to repeat a purchase from a company that shared their personal information with a data broker, and that 37 percent of them have bailed on an online transaction due to something they read in a company’s terms of service. The study, which was commissioned by analytics firm Neustar, also suggests a growing familiarity with ad-blocking and other privacy tools.
The privacy problem is particularly acute in mobile, because you have your phone with you the whole time, and it knows where you are. The epicenter of concern will be services that collect and store GPS-enabled data about you, like Waze, Google Maps and Foursquare.