IQ News: Net Privacy Taps Consumer Hot Button

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Since DoubleClick’s retreat from its plans to marry offline and online data, Internet privacy has become the current hot-button topic. A survey issued this week by Active Research, a Burlingame, Calif.-based online market research firm, reported that 52 percent of the 922 people surveyed said they trusted e-tailers with their personal information compared to 31 percent of respondents trusting search engines. “I was a little bit surprised [that consumers] trusted retailers more than publishers and review sites,” said Active Research CEO Tom DuBois.

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