According to a study by Adjust Your Set, consumers in the 16-24 age bracket are often unwilling to set up a profile on a brand site because it will mean "loads of spam".
The qualitative and quantitative survey covered 624 respondents and was carried out between 23 November 2015 and 25 January 2016.
The respondents were split over whether creating a profile and logging in to access online content was "frustrating", with 53% feeling it was an inconvenience and the rest divided between apathy or disagreeing.
Meanwhile 91% of respondents felt that if they handed over data to a brand, they should receive something in return. Around half said that reward should take the form of discounts, 46% wanted a more personalised experience and 45% wanted loyalty points.
But feelings were mixed towards the techniques used by marketers to collect data, such as retargeting, which often sees the same item following a user around the internet.
One respondent is quoted as saying: "I would personally never click on [a retargeted ad].
"Even if I wanted to buy it, I would never go through that page because I find it to be a bit of an invasion and it’s a bit creepy."
Despite an understanding that content doesn’t come for free, irritation with these "creepy" targeting methods, and fear over online privacy, has fuelled the use of ad blockers.
One in five adults now use ad blockers, according to IAB stats from March, with the proportion higher among younger consumers.