Are Americans fierce defenders of their privacy, or web junkies willing to trade personal data for any discount or freebie? The answer is yes.
The answer doesn’t make sense because neither does the question.
People have a messy, contextual view of privacy that looks inconsistent in surveys, but makes sense to the individuals. Privacy is personal. Thus, personalization is a contradiction if it doesn’t give people a choice over privacy. Thankfully, we marketers can resolve this dilemma.