Privacy and security are definitely at the forefront of consumers’ minds in today’s digital era. Facebook’s Cambridge Analytica scandal is the most obvious and public case of a business misusing personal data, which has brought this issue to the forefront. Brands need to be cognizant of consumers’ feelings about the security of their personal information and online behaviors.
CONCERN
Consumers are very concerned about the extent of personal information companies may have access to, and what they do with that information. New research from EXPRESSVPN found that 71% of U.S. consumers worry about how brands collect and use their personal data, and 34% don’t trust tech companies with their digital privacy. When surveyed, Amazon was the most-trusted technology company at 30%, followed by Google (27%), Apple (22%), Microsoft (22%) and Facebook (19%). The least trusted were Uber (5%), Snapchat (6%) and Twitter (8%), who recently announced an updated privacy policy.
SOCIAL MEDIA
Almost 70% of American adults report using at least one social media platform, according to a study by Pew Research. Of those users, only 9% are “very confident” that social media companies would protect their data. About 50% were not at all or not very confident their data is in safe hands. Another study had similar findings, with 73% of Americans stating they believe it is likely that social media companies collect and sell their data, an increase of 24% since 2014.
THEFT
Perhaps you remember the 1995 film, The Net. It was labeled a cyber-thriller, and Sandra Bullock’s character had her identity stolen. This seemed futuristic and unfathomable…in 1995. Now, the online privacy threats that Americans are most concerned about include having personal data stolen (86%), identity theft (85%) —up 10% since 2016, and downloading a virus (84%).
GDPR
GDPR (General Data Protection Regulation) comes into effect May 25th, which brings new laws covering how businesses collect, store and use consumer data. According to a new study, 88% of consumers cite transparency as one of the keys to further increase their trust in how their data is collected and used. Consumers are optimistic that GDPR will force businesses to be more honest, which will be essential if businesses are hoping to establish and maintain trust between businesses and consumers.
QuestionPro Audience provides our clients with access to more than 22 million active respondents, who are strategically recruited to participate in quantitative research and live discussions. By implementing various recruitment methodologies, we make sure to provide the right kinds of respondents for your research. With industry knowledge and innovative tools, QuestionPro Audience always meets the rigorous demands of our clients. Contact us for your next research project.
