Companies have always tracked and leveraged customer information, but the amount of data available to them today, thanks to the Web, makes consumers rightfully concerned about how all that information is being used.
According to the "2017 State of Consumer Privacy and Trust" survey from customer identity management company
Gigya, 68 percent of consumers are concerned about how brands use their personal data. A similar number (69 percent) worries about security and privacy risks inherent in the increasing adoption of Internet of Things (IoT) devices, such as fitness trackers, smart watches and connected cars.
For more insights into the survey of 4,000 U.S. and U.K. adults, check out the infographic below (click to zoom):
