AdWeek reports on a recent survey by Illinois-based OpinionLab that found a majority of customers “are likely to just say ‘no’ to their movements being tracked in retail stores via their smartphones.” The survey found that 80 percent of consumers do not want to be tracked unless they give “explicit consent,” and 64 percent responded “they should only be tracked if they opt in or sign up to participate in a program, a response that is directly contrary to the opt-out platform adopted by 11 mobile location analytics firms,” the report states. Almost a quarter of the survey’s respondents indicated retailers should not engage in such tracking at all, with 81 percent responding they “do not trust retailers to keep their data private and secure.”
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