What kind of Internet user are you?

Interestingly, these folks are both the juiciest targets for Internet marketers and the most clueless; they are almost completely unaware of how data is used to target them.

Passive Users. According to the survey, these people “are not fully convinced of the value of the Internet.” They use a lot of mobile apps; social networks not so much. They’re more likely to be male and less likely to be married. The Passive User is extremely willing to give up his data while simultaneously being unaware of targeted marketing or how to manage his privacy.

MasterCard isn’t saying, but I think we all know how these guys spend most of their time online. (Hint: It starts with p and rhymes with horn.)

Proactive Protectors.  Though they sound like something you’d wear to fend off a social disease, Proactive Protectors are probably the geekiest of the lot, if also the least common (17 percent of the total). They’re the oldest (average age 39) and among the best educated (60 percent college grads) and most employable (58 percent). They share a lot in common with the first group, Open Sharers, save for the fact that they’re mostly unwilling to spill their guts in public. Three out of four routinely clear their browser cookies, if that’s any indication.

They are, in short, cranky old dudes who are suspicious of social networks and covetous of their data. You can guess where I fit into this scheme. All I can say is, cranky old dudes for the win.

Aside from the personality typing, which is fun but mostly silly, the survey has some real takeaways that once again refute the notion that a) we have no privacy, and b) even if we did, nobody cares about it.

To wit:

* 64 percent of those surveyed realize their data has value to merchants

* 55 percent like being sent orders tailored to their interests

* Six out of ten know how to change their browser privacy settings

* Only one in three approves of online tracking, even if does let them see “more interesting” ads

My take on these results: Though people go online for various reasons, nearly all of them see the value in the data they are generating – and wish to be compensated in some fashion. They’re also savvier than many give them credit for. Merchants and advertisers would be well advised to realize these things, sooner rather than later.

Got a question about social media or privacy? TY4NS blogger Dan Tynan may have the answer (and if not, he'll make something up). Follow him on Twitter: @tynanwrites. For the latest IT news, analysis and how-to's, follow ITworld on Twitter and Facebook.