• by Wayne Friedman , Staff Writer, 7 hours ago

How much personal information are you willing to let the media have? It seems to be a bit more than in the past.

But that attitude seems to be more of a surrender to the situation.

Still, viewers are trying to hold on. Average viewers, including Gen Z, Gen X and Boomers, don’t want much information disclosed.

Roughly 60% don’t mind parting with information around shows they are watching (65%), gender (59%), or age (57%), according to survey results from Hub Entertainment Research.

At the same time, they are less likely to part with their social media posts' release (36%), income (35%) and chat history with AI Apps (33%).

There is also a “trust” factor to consider when parting with some of this information.

Drilling down, Gen Zers agree with the statement that they “trust TV services more than social media platforms to use my information responsibly when deciding what ads I will see," at 57%, while older Gen X/ Boomers come in at 56% for trust.

But does that mean that 43% did not agree (for Gen Zers), and 44% (for Gen X/boomers)? Those numbers overall seem to show a mixed picture.

Looking at Gen Zers (ages 16-29) specifically with regard to advertising, nearly 70% say they are “aware” of ads even when they are using another device or just listening to the audio of TV/streaming ads but not watching.

Older Gen X/Boomers (age 46-74) were collectively “very aware” or “somewhat aware” -- at less than 47%.

Consumers may increasingly just be throwing up their hands.

A broad perspective shows a large majority of Americans feel they have little or no control over how companies collect and use their personal data, according to a number of surveys from the Pew Research Center.

What is the bottom line? Pick your spots.

Banks and healthcare appear to be at the top of the most “trustful” places to share info, while retailers and streaming platforms are less “trustful.”

What about the least?

Sorry, social media. You have work to do.