The landscape of data security and privacy is constantly changing. With a Gartner survey revealing that almost half of organizations with more than 11 marketing channels are increasing first-party customer data collection, it’s vital for consumers to understand the importance of protecting their personal information. This report explores the rising concerns among American consumers regarding data privacy.
Key Findings from the Survey
- High Levels of Concern:
- 84% of Americans are concerned about the security and privacy of their personal data online.
- 79% are concerned about how businesses use their personal data.
- 75% are worried about the increasing use of AI in businesses.
- Lack of Understanding:
- Only 26% of Americans feel they understand very well how businesses use their data.
- 27% report having little or no understanding at all.
- Child Data Privacy:
- 80% are concerned about businesses collecting data to target children with personalized ads.
- 77% of parents are worried about online games tracking their children’s activities.
- Government Performance:
- 74% believe the government is failing to protect personal data online.
- 79% are concerned about the lack of punishment for brands violating privacy laws.
- 76% feel the government is not enforcing existing privacy laws effectively.
- Distrust in Businesses:
- 32% don’t trust businesses to use their data ethically.
- 37% don’t trust that businesses will not share their data without permission.
- 69% would shop elsewhere if they disagreed with a business’s data privacy terms.
Steps for Businesses to Rebuild Trust
- Transparency:
- 60% of Americans would be more willing to share their data if businesses were more upfront about how it would be used.
- 63% want a clearer understanding of the benefits of sharing data.
- 53% prefer AI not to be involved in the data collection process.
- Advocacy and Practice of Data Privacy:
- 42% would be more likely to share their data with brands that advocate for and practice data privacy.
Desired Changes in Data Privacy and Security
- Enhance Security Measures:
- 52% of Americans want businesses to enhance data security and protection measures.
- Control and Transparency:
- 48% want more control over what data is collected and how it’s used.
- 44% seek increased transparency about data usage.
- 40% desire clearer communication about their data rights.
In the current landscape, it’s clear that businesses need to make significant changes to gain consumer trust. Data collection can be vital for brands, but Americans want enhanced security measures, more control over their data, and greater transparency from businesses. Addressing these concerns can help rebuild trust and ensure a safer online environment for all
