According to a 2012 report by Enisa, the European Information Security Agency, 93 percent of consumers were concerned as to whether businesses protected the information they hold about them. According to the report, 47 percent of service providers actively use personal data as a commercial asset. Around the same percentage share that data with third parties. If they were given the choice, consumers would be inclined to choose a business that required more personal data over one that did not in exchange for lower prices. The consumers also thought that giving more information would provide them with a more personalized service.

The Special Euro Barometer study in 2011 stated that 90 percent of customers revealed their names and addresses online to businesses. At the same time, the Enisa study suggested that 60 percent of consumers would choose a more data-friendly business, but if they gained better deals, this figure rose to 83 percent.

Conduct a poll among 10 car owners of various ages, where you describe these programs, and ask respondents if they would like to participate in order to receive a discount on their purchases. What are the pros and cons? Share your findings with the class.