Pew Research Center’s Privacy Panel Survey has revealed that Americans feel privacy is important in their daily lives. Yet, these consumers also feel that they have limited control over the data that is collected about them and how this information is used.
This survey, taken in early 2015, shows:
93% of adults say that being in control of who can get information about them is important.
90% say that controlling what information is collected about them is important.
Another Pew survey, taken during Q3 2014, shows:
-76% of adults are not confident that the records of their activities maintained by the online advertisers who place ads on the websites they visit will remain private and secure.
-69% of adults are not confident that records of their activity maintained by social media sites they use will remain private and secure.
Few survey respondents feel that they have “a lot” of control over how much information is collected about them in daily life and how it is used. Although few respondents report having changed their internet or mobile phone behavior to avoid being tracked recently, many of these respondents have already engaged in such activities as:
-59% of respondents have cleared cookies or browser histories.
-57% have refused to provide nonessential information for a transaction.
The concerns revealed by these Pew Surveys have ramifications for digital advertisers in terms of consumer fears about privacy and the security of their digital information and activities.
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