I doubt there are numbers to back this claim. And I know there is plenty of research to suggest otherwise. danah boyd visits the claim in the Privacy chapter of her book It’s Complicated. Joseph Turow refutes it in The Tradeoff Fallacy: How Marketers Are Misrepresenting American Consumers and Opening Them Up to Exploitation. Study after study show that ~90% of people overall (including Generations X, Y and Z) are concerned about privacy online. And tacit approval for exploitation isn’t good enough. We need explicit permissions, issued by individuals, consciously, as the first parties in agreements with companies. Not as second parties acquiescing to exploitative harvesting of personal data.

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Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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