18- to 24-Year-Olds Savvy About Online Privacy and Advertising

Research released by UC Berkeley and the University of Pennsylvania’s Annenberg School shows that Web users between the ages of 18 and 24 are highly protective of certain information about themselves.

According to the report, which was based on a telephone survey of 1,000 Americans, 82% of people ages 18-24 say they have refused to disclose information seen as too personal or unnecessary to businesses. Overall, 88% of people of all age groups surveyed said the same.  88% of respondents between the ages of 18 and 24 say that Web sites and ad companies should be required by law to delete all stored information about individuals, compared to 92% of respondents of all ages who said the same. 62% of 18- to-24-year-old respondents say they believe the law should give people the right to learn what information Web sites have about them.

Young people are also very savy about online advertising: 33% of 18- to-24-year-olds say they deleted cookies often, while 25% say they do so sometimes. Among respondents of all ages, 39% say they often delete cookies, while 24% say they sometimes erase cookies.

Link to the study.

Read more analysis in MediaPost.