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GLOBAL 2016: Consumers more reluctant to trade data for benefits

The business of many of the consumer technology companies is about making money from consumer data. We’ve seen privacy pushback about Facebook in India and against Google in Europe. Consumers are beginning to say, we’re not going to have our data used in the way you want to use it to make your money. Young consumers are much more alert to their privacy settings on their smartphones. We’ve been talking about something we call "digital twilight", which are spaces where it’s much harder for advertising to reach. We’re getting to the point where the user perception is that brands offer fewer benefits and so consumers are paying more attention to the downside.
Andrew Curry
The Futures Company