With future and emerging technologies, such influences can also be expected and therefore they ought to be taken into account when trying to mitigate effects. For example, your enemies may have less difficulty finding out where you are, users may be tempted to give up privacy for perceived benefits in online environments, and employers may use online information to avoid hiring certain groups of people.
As more consumers abandon print media for digital media, marketers follow: 44 percent of them now allocate at least half of their marketing budgets to digital media, up from only 31 percent in Both systems use the property that numerous users use the system at the same time which provides k -anonymity Sweeney : no individual can be uniquely distinguished from a group of size kfor large values for k.
This is not only data explicitly entered by the user, but also numerous statistics on user behavior: sites visited, links clicked, search terms entered.
For example, shopping data could be used to send information about healthy food habits to particular individuals, but again also for decisions on insurance. It now accounts for 8 percent of total retail sales.
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