How do consumers feel about the use of their personal data by companies?

Research done by Pen Shoen Berland for Telefónica shows that consumers are increasingly confused about the issue of data privacy and that not all Internet users have the same attitudes towards their privacy:

– There is low trust in most companies when it comes to the use of
personal information.
– The current data laws are seen to give consumers reasonable
privacy and the majority of businesses are believed to be using
personal information properly. However, a strong majority believe
consumers have lost control of their personal information.
– Technically advanced users are most comfortable with superficial
data being used, like musical tastes or the news stories they read
nd store. This is especially clear in Latin American markets.