Consumers want value for personal information. The survey specifics are interesting. " ... A new IBM (NYSE: IBM) study of more than 30,000 global consumers released today at the 2014 National Retail Federation convention (#NRF14) found consumers are willing to share their personal information with retailers, particularly if they get good value in exchange.
The percentage of consumers willing to share their current location via GPS with retailers nearly doubled year-over-year to 36 percent. Thirty-eight percent of consumers would provide their mobile number for the purpose of receiving text messages and 32 percent would share their social handles with retailers. ... "
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