Since its inception in the mid-1990's, the online consumer marketplace has grown at an exponential rate. Recent figures suggest that as many as 90 million Americans now use the Internet on a regular basis. Of these, 69%, or over 60 million people, shopped online in the third quarter of 1999. In addition, the Census Bureau estimates that retail e-commerce reached $5.3 billion for the fourth quarter of 1999.
At the same time, technology has enhanced the capacity of online companies to collect, store, transfer, and analyze vast amounts of data from and about the consumers who visit their Web sites. This increase in the collection and use of data, along with the myriad subsequent uses of this information that interactive technology makes possible, has raised public awareness and consumer concerns about online privacy.
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