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(EMAILWIRE.COM, May 02, 2013 ) Suffolk, UK -- The newest study released by the University of Southern California shows that the current debate of online privacy may be waning. The reason for the relaxingly of interest in the security of privacy seems to be that those who have grown up online seem to worry much less about privacy.
Millennials, defined as those between ages 18 and 34 were found to be much more willing to allow companies track their motions online or track their personal information. The contrast was to those over 35 years old or above. Millennials were also found to be much more receptive to the concept of targeted advertising.
“Millennials think differently when it comes to online privacy,” said Elaine Coleman, managing director of media and emerging technologies for Bovitz, the research firm that conducted the survey in conjunction with USC. “It’s not that they don’t care about it – rather they perceive social media as an exchange or an economy of ideas, where sharing involves participating in smart ways.”
While the social benefit of social media is rather clear, such tangible benefits seem to interest those over 35 much less than they do Millennials. For instance, when asked on the survey whether a respondent would reveal their location to a company in exchange for coupons to nearby businesses, 56% Millennials said they would share, while 42% of respondents would not.
“Online privacy is dead – Millennials understand that, while older users have not adapted,” said Jeffrey Cole, director of the USC Annenberg Center for the Digital Future. “Millennials recognize that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behavior – there’s no going back.”
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Source: EmailWire.com
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