One-Quarter of Consumers Put Privacy First: Adobe Study
I’ll do a little cherry-picking of my own to note that an Adobe survey found 26% of consumers listed too-creepy personalization as the biggest annoyance with brand content and 28% said they’re not comfortable sharing any information with brands. So there’s certainly a privacy-sensitive segment of consumers out there. But they’re a distinct minority: 67% said it was important for messages to adjust to current location and 44% wanted content personalized to them as an individual. In any case, personalization is a side issue for most people: the most wanted features were content that displays well on their current device (75%) and is timely and relevant (60%). Lots more here on content preferences, consumption, and sharing.