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SAN FRANCISCO–(BUSINESS WIRE)–DataGrail, the leading data privacy platform for building consumer trust and eliminating business risk, today released the results of a powerful new study that examines consumer attitudes toward data privacy. In the absence of federal regulations on consumer privacy protection, The Great Privacy Awakening the report highlights the many steps people are taking to protect their privacy. The report reveals important implications for businesses and elected officials as consumers demand greater protections and believe that privacy is a fundamental human right. When people feel that their data is in safe hands, they are more willing to shop, share and interact. However, when brand trust declines, people leave and take their business elsewhere.
Specifically, the researchers found that people:
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Tired of or confused by existing data privacy practices (57% of people)
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Willing to pay up to $100 or more per year to keep their information safe from companies and the government (67% of people)
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Rejecting brands that don’t care about their data (75% of people), signaling that privacy is the new betting table for customer loyalty, especially consumers in the highest-spending demographics, and
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Fearing how their information might be used, especially after Roe Vs. Wade flips (44% of people). Thus, many are changing their approach to their online life.
Consumers speak with their feet
People – especially in the age groups with the highest spending power – are willing to take their business elsewhere if they feel their privacy is not being respected. Actually:
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In the US, 74% of people would leave their favorite retail stores if they knew the retailer was not storing their personal data. Those numbers were highest among millennials and Gen Z, today’s biggest spenders.
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Despite a looming recession and inflationary pressures, 3 out of 4 people would shop at a brand they trust rather than save a few bucks at an online store they don’t know or trust.
Roe v. Wade Spurs. Changes online
After the Dobbs decision overturning Roe v. Wade, 44% of all Americans are more concerned about the information they share on apps and online. These percentages increase dramatically when broken down by gender and age group. Example:
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66% of Millennial and Gen Z women have changed, deleted, or plan to delete period tracking apps on their devices.
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Of these women, 33% have already made such changes.
People want the right to privacy
Data privacy is a largely bipartisan issue, and Americans across the political spectrum share the view that privacy is a fundamental right.
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83% of Americans believe that a federal law should be passed to guarantee their privacy.
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Due to the lack of a federal law, Americans are far more (⅔-⅓) afraid for their privacy than European citizens, who are protected by GDPR regulations.
Awareness leads to action
This awareness means that consumers are taking more aggressive steps to protect their personal data. In addition to the typical actions such as deleting your browsing history, using ad blockers, and changing your ad settings:
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30% of people prefer to browse the web incognito mode to avoid detection and tracking, and
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32% of Americans have used Apple’s App Tracking Transparency feature to ask apps not to track them in the past year alone.
As the desire for greater online privacy begins to reach its peak, Americans are willing to pay to protect their information from government tracking and corporate targeting. In fact, 2% of people said they would pay more than $5,000 a year, and 48% said they would pay up to $200 a year for such a service.
Prospects
There is a persistent belief in society that people are not overly concerned about data privacy. But DataGrail’s survey suggests otherwise. Example:
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60% of people are concerned about their privacy online
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53% feel they have little control over their online identity
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34% feel overwhelmed about managing their privacy
And people are more aware than ever that companies are selling their data to third parties, with 79% of people expecting control over how businesses use their data.
These collective findings underscore that Americans are tired of not having control over their personal information, and as awareness grows, they will demand more from brands and elected leaders. As such, businesses and policymakers would do well to heed consumer calls for greater transparency and privacy controls.
“We’re seeing a big privacy awakening in response to multiple high-profile events, each one hitting close to home and making consumers feel vulnerable,” said Daniel Barber, CEO and founder of DataGrail. “People know that privacy is a human right and they no longer want to put up with the status quo. Privacy and data sharing in the digital age are not and should not be mutually exclusive. Given a choice, people will choose to share personal data with brands they trust, creating a personalization (and profit) flywheel, all while maintaining privacy.”
For a deeper dive into the research findings, as well as a timeline of events leading up to the Great Privacy Awakening, check out the full report here.
For information on how DataGrail can help transform the way you manage your data privacy, visit www.datagrail.io.
Methodology
DataGrail has partnered with Schlesinger Group to understand consumer sentiment around data privacy. In July 2022, 2,000 Americans, 660 British, 660 French, and 660 German citizens were asked about privacy in an online survey.
About DataGrail
DataGrail is the leading privacy management platform for building consumer trust and eliminating risky business. Our easy-to-use platform enables brands to automate data subject requests and gain control over their data so they can comply with regulations such as GDPR, CCPA and CPRA. With 1,400+ out-of-the-box connectors, DataGrail offers continuous system discovery and automated data subject requests (DSR) for scaling privacy applications. Companies like Overstock, Okta, Revolve, and Databricks use DataGrail to comply with new privacy laws and regulations (such as GDPR and CPRA), maintain revenue, and protect millions of consumers. Follow us on LinkedIn and Twitter.
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