A new survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., reveals a “Millennial Rift” — distinct differences in online behavior and core values among Millennials (ages 18-34) compared to other users, many of whom are only a few years older. Millennials, the survey found, report more willingness to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses — as long as they receive tangible benefits in return (view infographic breakdown).
“Online privacy is dead — Millennials understand that, while older users have not adapted,” said Jeffrey I. Cole, director of the USC Annenberg Center for the Digital Future. “Millennials recognize that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behavior — there’s no going back.”
The survey found that compared to Internet users age 35 and older, larger percentages of Millennials report:
- More enthusiasm about sharing their personal information with online businesses
- Greater receptivity to targeted advertising when their personal information is involved
- More willingness to trade personal information in exchange for relevant advertising
- Greater likelihood that they allow access to their personal data or information on their web behavior – as long as they receive concrete benefits in return
- Much larger numbers of online contacts and greater use of social networking