Consumers Demand Tech Companies Step Up Their Game And Protect Users’ Information

While so many people are now taking their online privacy protection matters into their own hands, there is definitely a need for broader intervention.

Therefore, consumers are calling out leading tech giants to step up their game and do more in terms of safeguarding their rights. After all, they’re looking up to them as leaders or role models in this regard.

Consumers trust tech companies more than anyone else

A recent online survey for this year’s Consumer Privacy Trends Report proved how more than half of the respondents felt tech companies were in charge of their privacy protection, while government organizations stood at the number two position.

In fact, so many people felt they would more likely hold themselves responsible for their data privacy than share the blame with the government. And these views were a clear reflection of the leading privacy actions implemented by so many tech giants in recent times.

For instance, let’s look at Apple. The way it has stepped up its security measures to protect users’ rights is commendable. In case you missed out, Apple’s App Tracking Transparency ensures apps first ask users for their consent before they can track them down. Similarly, Apple also brought forward other features like email masking.

In a short span of time, we saw Google follow in Apple’s footsteps and stated it would soon be fading out apps that track users. This came with stricter privacy controls with the release of Android 12. And just in case that wasn’t enough, we saw Google announce Chrome Browser’s decision to fade out tracking via cookies from third parties.

Meanwhile, the report also stressed how any regulatory protocols put into play were far from exceptional. In fact, those introduced by America’s federal government have been called out with many debating their introduction into legislation.

The government must play a role too

Consumers definitely feel the government has a role to play too, despite holding tech giants responsible for their online protection. This is why the recent report highlights the fact that so many of the respondents surveyed felt they needed a regulatory body that would look over or track digital ads.

A whopping 52% claim both advertisements, as well as tech firms, need to be controlled. Within this subset of responders, 27% felt the government should play an active role in making sure tech firms make the entire tracking process a simple maneuver that can be opted out of while another 24% it should be illegal to track others altogether unless they provide their consent.

Gen Z has their say

Among those surveyed, it’s so interesting to see how Gen Z play a more active role in taking their online privacy issues seriously and voicing their opinions on how strongly they feel change is necessary.

These young adults fall between the ages of 18 and 26 and stood out when compared to all others. So let’s take a look at what their views on the matter are.

Firstly, less than 50% of them feel there’s no such thing as online privacy while only 26% felt they’ve got zero control over their online data. But at least 93% were able to take some measure or the other about protecting their online privacy.

At least 50% of those surveyed put the responsibility on tech companies but again, government bodies come at a close number two but the distribution was not equal when comparing those from older age groups.

Consumers declare Amazon as the clear winner for privacy protection

So we know now that consumers are placing heavy reliance on tech giants but there are some clear winners whom users associate with in terms of greater trust.

These include Amazon as the most popular website that they feel could do a good job of safeguarding their privacy.

But why Amazon? Well, that’s because users feel social networks tend to be more focused on ads generating profits and that’s why their algorithms are carefully scrutinized when compared to eCommerce platforms like Amazon.

Consumers were requested to rank their preferences for the most trustworthy sites in terms of shopping, social media, and search engines. Therefore, Amazon took the first position, Google came second, while Facebook stood at number three.

The results were similar for all age groups while women seemed to put more reliance on Amazon than their male counterparts.
H/T: Tinuiti

Read next: Consumer Survey Finds All Social Media Networks’ Privacy Protection Policies Are The Same
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