Our favorite research group, The Pew Internet and American Life Project, has produced a new report about online privacy.
We always recommend that you take a deep dive into any Pew research because it is free and it doesn’t have an agenda (in other words, it’s not research as PR which seems to be the norm these days).
The report entitled, Anonymity, Privacy and Security Online, looks at the hottest subject in the online space: privacy. Privacy is the anti-big data play in the online space. It’s something that keeps marketers up at night because the less data there is about online users the less targeted marketing messages can be.
Add to that the findings that show that the youngest Internet users are working the hardest to have some semblance of online privacy and the marketing team could have a harder time reaching their targets. Here is a comparison by age group about who tries to do what with regard to privacy.