45% of US adults like sites that use personal information for advertising or content
By a 55% to 45% majority, US adults indicate that they would be more comfortable with companies’ using information about a person’s online activities to provide customized advertising or content, according to Harris Interactive. Once the privacy/security policies were presented, the percentages of those who are very comfortable increases only slightly to 9%, from 7% according to Harris Interactive. The percentage who are somewhat comfortable given the privacy/security policies increases more significantly, to 46% from 34%. Similarly, the proportion of those who are not at all comfortable declines to 19% from 25%, and of those who are not very comfortable declines to 26% from 34%.