ABSTRACT
Mobile and wearable devices are enhancing the consumers’ “digital presence” by allowing them to interact with and leverage emerging technologies in new and novel ways. As consumers become increasingly connected, these technologies are becoming more capable of delivering targeted, relevant communications through geo-location, behavior monitoring and emerging health information. Carefully constructed profiles based on individual needs and preferences allow marketers to communicate with consumers with highly relevant messages often at the precise point of purchase. The number of criteria used to build and describe individual profiles has expanded with the rich contextualization and behavioral information mobile technologies are capable of tracking, enhancing convenience, and overall experience for consumers. This chapter examines the changing nature of consumer data and information acquisition as it intersects with consumer privacy and security. It concludes with recommendations for future regulation relating to consumer privacy and security.
