Study: Millennials are willing to trade privacy for relevant ads

04/22/2013 | USA Today

Millennial Web users are markedly less concerned about online privacy than their older counterparts, according to a study from the University of Southern California's Center for the Digital Future. Young people see data-sharing as a means to an end and are happy to give up privacy in exchange for useful or entertaining services. "Millennials are all about exchange of information," says researcher Elaine Coleman. "[They say], 'Sure, if you send me a relevant ad, I'll tell you where I am.' "

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