Here's What Consumers Feel About Their Digital Privacy In 2022

Recently, more and more consumers have started becoming aware of online privacy and the many issues that arise in the digital realm.

On average, 9 in 10 online users have actually moved ahead and tried to do something about the matter and that just goes to show how serious they are.

Therefore, since privacy is now at the top of the agenda, these consumers are looking up to leading tech giants as their role models whenever the topic of privacy protection comes into play. In other words, tech companies are now leaders in their true sense, and whatever decision they implement, you’ll see consumers following close behind.

While issues such as users’ data being stolen and used for commercial purposes are one major concern, that’s not what is bothering many. Instead, so many people are more worried about unlawful activities or crimes like identity theft. These people feel it’s high time the government steps in and does something about it before it’s too late.

Does online privacy exist - only 1 in 5 consumers believe so

You might be a little shocked to learn that more than 52% of people think the realm of online privacy doesn’t exist, as revealed by a survey from Tinuiti. Moreover, very few people think they’ve got a firm grip on the circulation of their data.

Online privacy is elusive, and consumers are wary

This means so many people out there today are worried about being watched over. This could be in the form of cell phone eavesdropping on their conversations and that’s how they end up getting suggestions on certain products.

Even more startling is how the concerns grow in those arising from Gen Z. People in the 18 to 25 age bracket have a number of interesting beliefs on the matter.

This year’s Consumer Privacy Trends Report from Tinuiti surveyed plenty of consumers and found some very interesting findings. For instance, the majority of respondents were not happy with being targeted personally.

Only 29% were appreciative of advertisements that were customized according to their liking whereas an even smaller fraction was appreciative of the trade-off obtained during the process of customized advertising.

Criminal activity - the biggest concern of them all

A huge chunk of the digital privacy concerns that many have is related to criminal activity, above anything else. To be more specific, the biggest nightmare of many consumers is having their identity stolen or another portraying themselves as them.

Consumers most fear criminal behavior

And while anyone could really do that, it’s the criminal factor that really has many people worried. Nobody wants their privacy infringed for the sake of criminal behavior with the survey showing how 44% held this common concern. As you can expect, females had more worrying concerns than men, where almost half of them stated this as their top concern.

The survey tried to dive down deep into unveiling what it is that really bothered them and that’s when the respondents mentioned how being tracked down and then using their personal details for identity theft was so worrying to them.

The second biggest concern had to do with financial data being stolen such as their credit card details or personal income, and even their debt history. On the other hand, only 12% of those surveyed had issues about being tracked online and their information being portrayed for commercial uses.

But those that did have this worry felt that the Government stepping in to track them down and use their data was definitely a major concern as this showed their negative perception of public sector bodies.

The opposite was true for the health sector where only 3% feared such organizations would misuse their data.

Common strategies employed by users for data protection

The Tinuiti online survey also proved how so many users of today were active in terms of taking measures to protect their data online. Shockingly, 91% of those surveyed said they used at least one strategy for safeguarding data.

Common answers included clearing their slate of browser cookies while others preferred to make use of the incognito privacy mode while surfing online. Other popular answers were related to switching off their locations on mobile devices.

At least 38% went as far as covering their laptop or computer cameras so as to prevent images from being captured while 24% even resorted to making use of a VPN.

Clearly, the awareness surrounding online privacy protection is growing with time and it will be interesting to see what other measures tech giants will employ that can help consumers in this regard.

Erasing tracks online is commonplace

Read next: 64% of Americans Are Willing to Give Brands Their Email Addresses for $20
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