Nearly half of consumers are afraid their data will be misused for identity theft, while only 9% are concerned about advertisers misusing it, according to a report by performance marketing firm Tinuiti.Also, only 8% say they're most worried about products or websites they've viewed online being tracked.
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Only 20% believe they have control of their data and 52% agree that there's no such thing as online privacy.Even so, nine in 10 have taken some kind of proactive measure to protect it, with more than half having cleared browser cookies and turned off location tracking on mobile devices.
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Consumers, as everyone knows, can be contradictory.
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