Send any friend a storyThe report analyzed the results of a data privacy survey that included more than 2,000 adults in the United States. ”Source: University of Pennsylvania, Annenberg School for CommunicationBy The New York TimesThe survey results challenge a data-for-services trade-off argument that the tech industry has long used to justify consumer tracking and to forestall government limits on it: Consumers may freely use a host of convenient digital tools — as long as they agree to allow apps, sites, ad technology and marketing analytics firms to track their online activities and employ their personal information. And 61 percent indicated they thought it was unacceptable for a store to use their personal information to improve the services they received from the store