A great majority want more choice and control over their personal information.
Consensual marketing based on notice and consent is what consumers expect businesses to provide.
Sixty-one percent believe that their information is not adequately protected by law or business. What is revealing about this consumer privacy study is the surge in privacy assertive behavior. The farther their personal information gets away from them and the more remote its use from the original purpose for which it was collected, the more uncomfortable consumers become. The survey findings are based on a national cross-section of 1,008 adults 18 and over. The 25-minute telephone interviews were conducted June 23 to July 16, 1998.