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what data is requested of them, how much of the requested information is required for the service they want to use, and how their data is eventually used. The survey notes that even young people are concerned about their privacy, the ones often written off as part of a generation that's willing to share everything online.

people are still quite concerned with their privacy. The baseline for privacy has simply changed.

Rainey says that even those who dismiss privacy concerns become concerned when confronted with the depth of information they've revealed, and when shown how that information is used once they give it up.

"They just want control over what information they give up,

what they agree to, and what information is made public versus kept private in the databases and annals of the companies and organizations that get to see it."