Millennial Web users are markedly less concerned about online privacy than their older counterparts, according to a study from the University of Southern California's Center for the Digital Future. Young people see data-sharing as a means to an end and are happy to give up privacy in exchange for useful or entertaining services. "The willingness to share where we are, who we're with, what we're doing, and what we like with the virtual world is part of "the emergence of the participation economy," said Jeff Fromm, MillennialMarketing.com blogger and co-author of "Marketing to Millennials."

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