You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Turns Out Consumers Really Do Care About the Data You're Collecting Older Consumers, Especially, May Not Buy Because of Privacy Concerns By Josh Bernoff, Published on January 25, 2012 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.