Consumers are apparently becoming more touchy about their online privacy, with just 32 percent - down from 41 percent in 2004 - willing to allow websites to track their online behavior in return for receiving personalized content, according to research from personalization technology firm ChoiceStream, MediaPost reports. Moreover, 46 percent said they would provide demographic data in exchange for personalized content, compared with 57 percent last year; and 59 percent said they would provide information about their preferences in order to receive individualized content, down from 65 percent in 2004.