There is interesting article at SDL blog titled: SDL and the Unconcerned Pragmatic Fundamentalist.
Related to this is the research done by privacy expert Dr. Alan Westin. Westin divided the respondents of performed survey into the following categories:
The Privacy Fundamentalists: Fundamentalists are generally distrustful of organizations that ask for their personal information, worried about the accuracy of computerized information and additional uses made of it, and are in favor of new laws and regulatory actions to spell out privacy rights and provide enforceable remedies. They generally choose privacy controls over consumer-service benefits when these compete with each other. About 25% of the public are privacy Fundamentalists.
The Pragmatic: They weigh the benefits to them of various consumer opportunities and services, protections of public safety or enforcement of personal morality against the degree of intrusiveness of personal information sought and the increase in government power involved. They look to see what practical procedures for accuracy, challenge and correction of errors the business organization or government agency follows when consumer or citizen evaluations are involved. They believe that business organizations or government should “earn” the public’s trust rather than assume automatically that they have it. And, where consumer matters are involved, they want the opportunity to decide whether to opt out of even non-evaluative uses of their personal information as in compilations of mailing lists. About 57% of public fall into this category.
The Unconcerned: The Unconcerned are generally trustful of organizations collecting their personal information, comfortable with existing organizational procedures and uses are ready to forego privacy claims to secure consumer-service benefits or public-order values and not in favor of the enactment of new privacy laws or regulations. About 18% of public fall into this category.