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Survey Asks How Much Is Your (Location) Data Worth?

A recent survey from Blis of roughly 2,000 US adults asked a range of questions about privacy, use of location data and the monetary value of personal information. Sixty-three percent (63%) of respondents said that they were more aware today than last year of how their personal data was being used by digital marketers. And roughly 83% said they were aware their location was being tracked.

Asked whether they disabled location tracking on their smartphones, 71% said yes. That broke down into 33% who said “yes” (always) and 38% who said “sometimes, when prompted to opt-in.” In other words, sometimes people were not allowing tracking and sometimes they were.

This reflects attitudes and not necessarily actual behavior. But it nonetheless reflects the majority of respondents’ sensitivity to location tracking. For the subset who had not disabled location tracking, 41% of that group said they didn’t mind being tracked. Another 40% said either they didn’t know how to disable it or weren’t aware their locations were being tracked.

The survey asked respondents to place a value on their personal data: “How much would you charge a marketer to use your personally identifiable information for general advertising purposes?” The majority (60%) said they were willing to offer their personal data for free or a price. Among this group, a majority valued their data at more than $10, with the single largest group saying $20+. Nearly half (47%) added that they would charge more to brands that were new to them.

On the question of location-data sharing, the clear conclusion from this survey is that most people (71%) don’t want to. However French location intelligence company Teemo recently found 70% opt-in rates from consumers, willing to share location, when they were exposed to a more transparent privacy disclosure statement.

LSA19 will feature two critical privacy and location data discussions. On Wednesday, February 25, we’ll have a tactical privacy workshop for marketers getting ready for CCPA. On February 27, there will be a privacy panel addressing where the U.S. market is headed and how new privacy rules will change digital marketing for enterprises and SMBs.

This data comes from a Blis November 2018 survey, n=2,000 US consumers ages 18-65+. To access the graphic above, click here.

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