Know that some online surveys may disguise themselves as other things. For example, online insurance or loan quoting tools that offer to compare rates often sell your demographics to multiple providers. There are also websites that ask demographic questions before giving you access to their content.
Your online browsing behavior also contributes to demographic profiles. When you browse and shop online, websites store tiny files of data in your browser. These files, called cookies, hold information about your online activities -- and, often, your demographics. Advertising platforms then use the data to show you ads that resonate with other people with similar demographics.
Demographics and data privacy
The rampant collection of demographics and related behavioral data online has led to new legislation governing data collection and usage. The European Union initiated its Global Data Protection Regulation (GDPR) in 2018. Since then, California, Colorado, Utah, and Virginia have also pushed through data privacy laws.
The spirit of privacy legislation is to mandate transparency with respect to data collection and use. In other words, you should know when a business collects your information and how the information is used. You should also have the right to request the removal of your information from the business's records.
Businesses provide that transparency to varying degrees. Some, unfortunately, tuck the disclosures away deep in paragraphs of fine print.
The responsibility is usually on you, the consumer, to be cautious any time an online source asks for personal information. Often, there's a business purpose behind the request. Read through privacy policies and click away if you don't like what you see. You can also periodically delete your browser cookies.
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