Trade Personal Information for Benefits? It Depends, Survey Finds

(January 26, 2016) A new study finds Americans are willing under certain circumstances to share personal information for tangible benefits but are frequently unhappy about what happens to the information once they give it out.

The Pew Research Center conducted a survey as well as online focus groups in which the participants were given specific scenarios and asked if they would share information or allow surveillance. In general, the study concluded that, when it comes to sharing personal information, the answer is, “It depends.”

“People’s views on the key tradeoff of the modern, digital economy—namely, that consumers offer information about themselves in exchange for something of value—are shaped by both the conditions of the deal and the circumstances of their lives,” the researchers concluded. “[P]eople indicated that their interest and overall comfort level depends on the company or organization with which they are bargaining and how trustworthy or safe they perceive the firm to be. It depends on what happens to their data after they are collected, especially if the data are made available to third parties. And it also depends on how long the data are retained.”

In commenting on privacy tradeoffs, the researchers found:

• The initial bargain might be fine, but the follow-up by companies that collect the data can be annoying and unwanted. People repeatedly expressed anger at the barrage of unwanted emails that often come after the initial transaction.
• Scammers and hackers are a constant threat. There is widespread worry that people’s information is vulnerable, even when companies that collect it do their best to keep it safe.
• Location data seem especially precious. Some of the most strongly negative reactions came in response to scenarios involving the sharing of personal location data.
• Profiling sometimes seems creepy. The words “creepy” and “Big Brother” and “stalking” were used regularly in the answers of those who worry about their personal information.
• People are not happy when data are collected for one purpose but are used for others, often more invasive purposes. Many Americans express suspicion that data collectors (from employers to advertisers) have ulterior motives in their pursuit of personal data.

When asked if they objected to the installation of office surveillance cameras after co-workers reported theft of their personal belongings, 54 percent said it was acceptable, 21 percent said it depends, and 24 percent said it was not acceptable. When asked if they would accept having a tracking device placed in their vehicle to get lower insurance rates, 37 percent said it was acceptable, 16 percent said it depends and 45 percent said it was not acceptable. Getting the lowest acceptable rating of 27 percent was whether the respondents would use a smart thermostat at home that would learn about the users’ movements in the house and offer lower utility rates. Only 27 percent said it was acceptable, 17 percent said it depends, and 55 percent said it was unacceptable.

Balough Law Offices assists its clients in developing privacy policies for their websites and workplaces.