Americans are more willing to divulge their religious (50%) or political (49%) affiliations to a trusted brand than they are their online browsing history (24%) or smartphone location (15%), according to LoyaltyOne. Just over one in 10 (11%) would be willing to disclose their social security numbers to a trusted brand.
Almost eight in 10 adults surveyed in 2012 (78%) feel they do not receive any benefit from sharing personal information with brands, up from 74% who felt this way in 2011.
Source: “Customer Data: Privacy, Profit, and the New Paradigm,” LoyaltyOne, Alliance Data Systems, Bryan Pearson, President, 7500 Dallas Pkwy., Plano, TX 75024; 214-494-3000; www.loyaltyone.com.
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