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ABSTRACT
A lot of attention has been focused on the array of digital measurement tools; relatively less consideration has been given to people's acceptance of these devices. There is no limitation in developing sophisticated measurement tools. However, the challenge is overcoming the perception of these devices as a privacy threat. Therefore, a set of questions was designed to determine people's attitudes and behaviors toward privacy issues linked to participation in television and internet measurement by recruiting 2,900 respondents using the Intercept methodology. The data analysis indicated distinct demographic patterns of attitudes and behaviors toward privacy issues. These findings are discussed in terms of determining strategies to improve participation in research efforts.
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