U.S. Adults Wary Of Web-Use Tracking

From InformationWeek:

A majority of U.S. adults are uncomfortable with Web sites using a person’s online activity to deliver customized content, a study released Thursday showed.

However, Harris Interactive found that people became more comfortable after they were presented with Web-site privacy and security policies recommended by the Federal Trade Commission.

Based on a nationwide survey of more than 2,500 U.S. adults, the study found that six in 10 respondents were skeptical when Web sites like those from Google, Yahoo, and Microsoft used visitors’ online activity to tailor advertisements or content based on their hobbies or interests. A quarter of the respondents were “not at all comfortable,” and 34% were “not very comfortable.”

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