An Altimeter Group study discovered that while 87 percent of consumers are unsure of what the Internet of Things is, exactly, they have a fundamental understanding of “the data implications of fitness trackers, connected cars or connected home appliances. And most don’t like it,” Fortune reports, adding that consumers’ chief concern is having their data sold. Jessica Groopman, who conducted the research, said, “It’s clear that there’s a communication and consent gap today. It isn’t smart for companies to move forward ruthlessly and relentlessly. It should be a bit more of a joint effort where companies educate consumers and get their opt in.”
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