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Data privacy: What the consumer really thinks

Thomas Ridley-Siegert, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 1 ()
The Direct Marketing Association has researched consumer attitudes towards privacy, data protection and data exchange in 2012 and 2015. This article presents findings from the most recent research wave, together with trend analysis comparing the current with the previous report. It finds that consumers show a growing acceptance of the need to exchange their personal information in return for access to services. (10 pages)

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