A majority of Americans (60%) would be comfortable divulging information about themselves anonymously to their favourite stores, a new survey from Wearables.com and The Center for Generational Kinetics reveals. A further 56% would be happy to divulge information to a product brand and 46% would be happy to share their information with an app. 18% of respondents would also provide information to receive notifications of the real-time location of their friends.

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