Sharing personal data online may have become a norm, but UK consumers have become more reluctant to share personal data in the last 15 years, not less. According to an independent study conducted by Future Foundation and published by the UK-based Direct Marketing Association (DMA), the number of “privacy fundamentalists” (who resist exchanging their details regardless of the benefits) has risen from 25% in 1997 to 31% in 2012. The fundamentalist segment has grown at the expense of the “pragmatist” segment (who share data case-by-case based on the benefits), which declined from 60% to 53%. The percentage of those “unconcerned” about data privacy has risen just slightly, from 15% to 16%. Those 1997 figures are based on a benchmark study also conducted by the Future Foundation. Read the rest at MarketingCharts.