New Study By Measure Protocol Reveals Current Consumer Attitudes About Data Privacy

The first edition of “The Measure Privacy Report” shows that businesses are still not getting it right when it comes to consumer privacy

Measure Protocol has released the first report in its new ongoing study on consumer privacy issues, The Measure Privacy Report. The study encompasses consumer concerns surrounding the collection and use of personal data, as well as the impact of these concerns on future planned behaviors. With a full 82% of respondents indicating some level of concern surrounding these issues, it is critical for organizations that use data to understand new challenges.

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“We know individuals are more closely scrutinizing how their data is collected and used, and this has implications across the business ecosystem,” said Owen Hanks, CEO of Measure Protocol.

“As people’s concerns surrounding their own data privacy rises, their willingness to share information decreases, which directly impacts data-driven decision making. Our new study uncovers the latest consumer behaviors and sentiment surrounding privacy and trust, and what needs to happen in the future when it comes to personal data.”

The study was conducted in late February 2021 across over 3,200 individuals in the United Kingdom and United States. It is the first edition in what will become a quarterly tracking study of consumer data privacy. The data showed that worries about data privacy are high, while trust remains low in many industries, including market research.

Some key highlights from the report include:

  • The majority (70%) of people want greater control over their data and how it is shared.
  • Individuals (53%) are more concerned about their online privacy than they were one year ago.
  • People would be willing to share more data if transparency was prioritized (65%), if they felt their privacy was protected (57%), and if they were being paid fairly (72%).

Hanks continued, “Consumer data is vital to the functioning of most industries and the critical nature of building trust and prioritizing privacy can no longer be ignored. For Measure, focusing on these issues has created an environment where consumers continue to engage and provide access to new forms of data.”

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