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Consumers still value privacy, survey shows

September 19, 2012

Consumer analytics provider LoyaltyOne has released the findings of a July survey that shows U.S. consumers are still protecting their personal information almost as much as they do their social security number.

Of the 1,000 consumers responding, 50 percent said they'd be willing to give a trusted company their religious affiliation, 49 percent their political affiliation, 49 percent their sexual orientation, 36 percent health information, 26 percent mental health information, 24 percent browsing history and 15 percent for both smartphone location and number of sexual partners. Last on the list is their social security number at 11 percent. 

"These responses point to an unmistakable trend. Marketers' efforts to create relevant customer experiences through data need to be re-addressed or they run the risk of their efforts not resonating with customers," said Bryan Pearson, president of LoyaltyOne.

Read more about consumer behavior.