Consumers have become more savvy and demanding as they find ways to remain in control of their digital persona and how their personal information is used. It turns out that the more brands give consumers the option to control their own data, the more they become comfortable with sharing. Some 57% of people want to control how long their information stays online -- a trend Microsoft calls Right to My Identity. While more than 75% of those surveyed say they’re interested in wearable technology, most consumers want to understand the meaning of the information they receive. Suzanne Choney explains.