I don't think my statements and those poll results are at odds. If you look at the phrasing, the personal data in question is never specified. People may be imagining their identity/social security number being the data they are concerned about and not, say, that they were geolocated outside of a kohls.
Page 3. The top two concerns are social media sites (85%) and advertisers (84%). This isn't about social security numbers. The paper also gets into data profiling, which surprisingly and encouragingly, the vast majority of Americans are aware of and also concerned by. Tracking your location in real life is something extremely few people would be okay with.
It's interesting because this issue is also completely bipartisan. 75% of Americans believe there should be more government regulation on what companies are allowed to do with data, including 70% of republicans.
