Everyone is concerned about data privacy, but the affluent are the most concerned

The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.
 

Why we asked: This is a topic that keeps coming up for lots of reasons across lots of sectors. So we thought we’d dive in a little.

What we found: First, people are mostly willing to trade some of their data for discounts by subscribing to newsletters and fewer (but still most) will do that with text messages, too. Higher income folks ($100k+) are the most willing. But at the same time, most feel that they lack control about how companies use their data (73%) and only 53% feel that they understand how companies collect and use data about them. Both of those feelings lead to a fatalism we see in regards to a lot of technology that 85% just assume that their data is being collected and tracked ALWAYS.