A recent KPMG survey found that U.S. consumers are becoming less concerned with breaches of online privacy when using technology.
Perhaps people are simply becoming more comfortable with technology. Or perhaps they are simply becoming more comfortable with the risks involved with it. In fact, approximately half of consumers surveyed said that they would be willing to allow their online usage and personal profile information to be tracked if this resulted in lower usage costs. And this is a real possibility in the future. Because accurate and aggregated consumer data is extraordinarily valuable for advertisers.
Consumers also seemed willing to receive personalized ads in exchange for lower usage costs. But the KPMG survey also noted that PC users are much more willing to accept ads on their PCs than their mobile devices. And as mobile device use increases, it will be interesting to see how advertising adapts to meet it.