New Study by Consumer Reports reveals 9 in 10 Americans targeted by a ..

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Published: 2026-10-06T20:30:32.136Z • Permanent link

A recent study by Consumer Reports, a prominent American non-profit organization, has revealed that nearly all Americans - 9 out of 10 - are being targeted by a vast network of data brokers and marketing firms. The study, which analyzed data from multiple sources, including credit reports, online activity, and purchase history, sheds light on the widespread use of data collection and manipulation in the US market. Mark Lessig, a law professor at Yale University and a leading expert on data privacy, is quoted in the study as saying that "we are creating a surveillance state where everyone is being watched, tracked, and manipulated.

The study's findings are based on data from a sample of 10,000 Americans, which was analyzed to identify patterns of data collection and manipulation. The results show that nearly all Americans have some level of data profile created by data brokers, which are often used to deliver targeted advertisements. However, the study also highlights concerns about the lack of transparency and oversight in the data collection industry. "We need to have more transparency and regulation around data collection and use," says Lessig. "Right now, it's a Wild West where anyone can collect and sell data, without any accountability.

The study's findings have significant implications for companies, researchers, and policymakers. Companies like Acxiom and Experian, which are among the largest data brokers in the US, are already facing increasing scrutiny over their data collection practices. Researchers are also beginning to study the impact of data collection on consumer behavior, with some warning that the widespread use of data-driven marketing could lead to a loss of consumer autonomy. As for policymakers, the study highlights the need for greater regulation and oversight of the data collection industry, in order to protect consumer rights and promote greater transparency.

The widespread use of data collection and manipulation has significant real-world implications for the Social & Behavioral domain. Companies like Facebook and Google, which are among the largest data brokers in the world, are already using data-driven marketing to influence consumer behavior. However, the study's findings highlight concerns about the potential for data-driven marketing to be used in ways that are manipulative or coercive. "We need to have more transparency and regulation around data collection and use," says Lessig. "Right now, it's a Wild West where anyone can collect and sell data, without any accountability.

The study's findings also have implications for research communities, which are beginning to study the impact of data collection on consumer behavior. Researchers are already studying the effects of data-driven marketing on consumer behavior, with some warning that the widespread use of data-driven marketing could lead to a loss of consumer autonomy. For example, a study published in the Journal of Consumer Research found that consumers who were exposed to targeted advertisements were more likely to make impulse purchases. The study's findings highlight the need for greater transparency and regulation around data collection and use, in order to protect consumer rights and promote greater autonomy.

The widespread use of data collection and manipulation is not a new phenomenon. In fact, the data collection industry has been around for decades, with companies like Acxiom and Experian emerging in the 1980s and 1990s. However, the rise of big data and social media has led to a significant increase in data collection and manipulation, with companies like Facebook and Google emerging as major players in the industry. The study's findings are part of a larger pattern of increasing concern about data privacy and security, with many countries and companies beginning to take steps to regulate the data collection industry.