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Given the choice, consumers are likely to just say "no" to their movements being tracked in retail stores via their smartphones. According to a new survey by Chicago-based OpinionLab, eight out of 10 consumers don't want to be tracked without giving their explicit consent. A large majority, 64 percent, said 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.