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topping the list in terms of consumer comfort was grocery storesusing purchase information to give coupons tailored to frequentpurchases. 81% of consumers aware of this practice said they arevery or somewhat comfortable with it.The report notes an interesting outlier with respect to Facebook‘s useof data: among those aware of it, women aged 18-34 were 58% morelikely than average to indicate comfort with it (52% vs. 33%). CitingcomScore and Nielsen as sources that indicate that these usersmake up some of the social network‘s heaviest users, the reportsuggests that a correlation might be present between reliance onsocial networking and acceptance of data usage.Amazon Gets High MarksMeanwhile, data from Placecast‘s ―The Alert Shopper III,‖ conductedonline by Harris Interactive, shows that Amazon‘s use of data onpurchases to promote items gets the nod from shoppers aware of thisdata use, with two-thirds saying they are very or somewhatcomfortable with it. After grocery stores and Amazon, though, there asignificant gap to the next tier of comfort with other forms of data use.For example, although Google‘s use of past online searches for adtargeting is more accepted than Facebook‘s use of profileinformation, the former only finds 41% of those hip to it being very orsomewhat comfortable with the practice. Indeed, according to March2012 survey results from Pew, while 59% of online consumers havenoticed ads online directly related to things they recently searched foror sites they had recently visited, slightly more than two-thirdsreported not being okay with these targeted ads. Targeted ads onlinearen‘t always so distrusted, though, per July survey results fromBizrate Insights: the study indicates that a greater proportion of onlineconsumers appreciate than don‘t like retargeted ads (25% vs. 15%),with the majority neutral towards them.Comfort With Local Offers Via Mobile Varies With AgeFurther data from the Placecast study indicates low acceptance ofcell phone service providers using location information fromconsumers phone to send local offers, even with their permission.Just 35% of those with knowledge of this indicated being at least234