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• Young adults express as strong an aversion to being followed online and offline as do older adults. Nearly seven of 10 (67 percent) 18- to 24-year-olds say they don't want tailored advertising if it is based on tracking them on the Website they are visiting; 86 percent say they don't want tailored advertising if it is based on tracking them on "other Websites" they have visited; and 90 percent reject it if it is the result of following what they do offline.
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