More than two thirds of consumers say “no” to online tracking.
Many consumers around the globe are becoming more cautious about their personal data being collected when on the internet.
According to Ovum this is creating a threatening scenario for the internet economy as more people are looking for tools that help them remain untraceable online.
Ovum's recent consumer insights survey revealed that 68% of consumers across 11 couuntires would select a "do not track" (DNT) feature if they could easily select the option.
Ovum predicts that this consumer attitude could mean a data "black hole" could open up under the web economy.
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