Forrester: Some Will Trade Privacy for Money, Safety
Fifty percent of respondents said they would be willing to share their television-watching history for a $5 discount on monthly cable or satellite service. In turn, 36 percent would share Web surfing history, 33 percent would share mobile phone location and 35 percent would share vehicle location for similar $5 incentives.
However, more than 50 percent of respondents said they would share mobile phone and vehicle locations for emergency purposes.
Fewer respondents said they would share information for other types of incentives.
For example, 36 percent would share television-watching data for automatic recording of regularly watched programs, 29 percent would share data for information about what channels they do not watch and 25 percent would do so for information about programs they might like.
As for sharing Web surfing data, 31 percent would share history for faster access to their favorite sites, but only 19 percent would do so for personalization of favorite sites or recommendations of sites they might like.
Twenty-nine percent of respondents said they would reveal mobile phone location for directions while 33 percent of respondents would reveal vehicle location for directions. Respectively, 26 percent and 33 percent would share location for custom information about that locale.
Forrester surveyed 6,000 online consumers in North America for this study.