Half of Smartphone Owners Don't Want Their Locations Tracked

Attention retailers: shoppers are not as interested with beacons and in-store tracking as you think they are, according to a new report from digital marketing platform Punchtab.

The "Mobile Tracking: Are Consumers Ready?" report surveyed 1,153 consumers on how they feel about handing over information about themselves in exchange for some form of personalized messages. While 50 percent of participants did not want to be tracked, 27 percent of the consumers surveyed said they were open to it -- but only under certain circumstances.

The remaining 23 percent of consumers in the study did not care if they were tracked or not. Of the 50 percent of participants who didn't want to be tracked online, privacy was the No. 1 reason offered, at 51 percent.