American consumers willingly share some – but not all – personal information with companies they trust, according to September 2012 online survey findings from LoyaltyOne. 50% will share their religious affiliations, 49% their political affiliations and sexual orientation, and 42% their personal income. Yet just 24% will share their online browsing histories, and the same proportion would share their exact location via smartphone as would share their number of sexual partners (both at 15%). That is just 4 percentage points more than those would would share their social security numbers.
It is unclear from the report to what extent that 15% who would share their exact location via smartphone is affected by the smartphone adoption rate among the survey sample. Read the rest at MarketingCharts.