according to a recent study by burst media, a majority of web users are aware of the fact that a lot of websites and isps track, collect, and share information about their online activities. over 80% of all respondents indicated that they were concerned about online privacy in general, but interestingly, only about half of all respondents under 24 thought that websites collect non-personally identifiable information.
concern rises with age
only about half of all respondents between 18 and 24 thought that websites were likely to collect non-personally identifiable information, and only a third of 18 to 24 year olds thought that websites were likely to collect personally identifiable data.
70% of older respondent over 55, on the other hand, thought that websites tracked non-personally identifiably information. the study did not find a major differences between how men and women responded to this question.
exchanging privacy for targeted ads
burst media also looked at people's sentiments about targeted advertising. only about 23% of all users were willing to give up non-personally identifiable information in return for ads that were better targeted at them. women (26.7%) were clearly more concerned about this than men (19.9%), and older respondents were more likely to disapprove of websites collecting non-identifiable information in return for more relevant ads.
internet users regularly push back against behavioral advertising, be it facebook's beacon, phorm's deep packet inspection, or the constant undercurrent of concerns about all the personal data that google now stores in its data centers. tim berners-lee, the 'father of the internet,' expressed his concerns over this in an interview with the bbc last year. talking about his data and web history, he said: "it's mine - you can't have it. if you want to use it for something, then you have to negotiate with me." a lot of users clearly share this sentiment, though far too many younger users still seem to be quite unconcerned about it.
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据burst media最近一项研究指出，多数网民开始意识到，好多网站和互联网服务提供商（isps）在追踪、收集及分享他们的在线活动信息。所有受调查者中有超过80%的人表示他们大体上关心网络隐私，但有趣的是，低于24岁的所有受调查者中仅约一半的人认为网站收集非个人可鉴别的信息。
关注度随年龄曾展而升高
18至24岁年龄段的所有受调查者中仅约一半的人认为网站可能收集非个人可鉴别的信息。并且该年龄段仅有三分之一认为网站可能收集个人可鉴别的资料。
另外，超过55岁的老年受调查者有70%的人认为网站追踪非个人可鉴别的信息。该研究没有发现在回答该问题时男性和女性之间的主要差别。
为精准广告交换个人隐私
burst media还调查了人们对精准广告的看法。所有用户中仅有约23%的人愿意提供非个人可鉴别的信息，以换取对自己更精准的广告。女性（26.7%）明显比男性（19.9%）更关心网络隐私。老年受调查者中更多倾向于反对网站收集非个人可鉴别的信息以提供更加相关的广告。
互联网用户普遍排斥行为精准广告，无论是facebook的beacon，phorm的深度信息包查阅，还是对google储存在其资料中心内的所有个人资料的持续的潜在关注。“互联网之父”蒂姆·伯纳斯-李在去年一次接受bbc采访时对此表示了他的关心。谈到他的资料和上网历史记录时，他说：“它是我的——你不能占有它。如果你想用它来盈利，你必须和我协商。”好多用户无疑和他持同一观点，尽管有太多的年轻用户似乎对此漠不关心。