IBM’s second global online survey of consumer digital media and entertainment habits was published.

While we all assumed that consumers would trade personal information for incentives, it’s been hard to quantify.

Close to 60 percent of total respondents were willing to provide information about themselves — such as age, gender, lifestyle or communications preferences — in exchange for something of value. Younger respondents had fewer concerns about revealing personal preferences, and a sizeable portion of participants over the age of 45 were also willing to share information about themselves. However, all respondents indicated the need for perceived value and incentives as a trade-off to provide personal information.

The report has some other interesting data. Worth a read.