Consumer behavior might be sending conflicting signals, but nonpartisan research suggests a need for more, not less, protection. According to Mary Madden, a senior researcher for the Pew Research Center's Internet & American Life Project, "Privacy concerns do have an influence on user behavior." Studies conducted by Madden and her colleagues indicate that cell-phone users are likelier to discard an app if they don't like the way it uses their personal information.
Trevor Hughes, who looks at privacy from an organizational perspective as CEO of the International Association of Privacy Professionals, says, "The one thing that can threaten big data is getting privacy wrong and screwing up consumer trust. The companies that miss that message are going to suffer."
One thing is certain: Resolving online privacy issues will be essential as new devices -- smart cars, watches, Google Glass, and more -- add to the growing data stream. "Make no mistake, everything we touch that is digital in the future will be a data source," says the IAPP's Hughes. "I can imagine lots of great things emerging from this. But the privacy things have to be fixed."