Forrester: More Consumers Actively Seek Data Privacy
Consumers are increasingly acting to protect their privacy, Forrester Senior Analyst Stephanie Liu blogged Wednesday.
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“The majority of US online adults have been aware that their online behavior is tracked; now, they are increasingly taking action,” wrote Liu, citing a Sept. 5 Forrester report. More than 90% of U.S. online adults "use at least one tool to protect their privacy and security online," she said. “Consumers want control of when companies are collecting their data and how they’re using it, in plain English.”
Also, fewer people are “willing to trade location data for perks,” said Liu. “Collecting and using location data has always been risky, so marketers should carefully evaluate the value proposition they can offer to consumers to encourage them to share this data and should take care to use and share the data responsibly.”
“Consumers don’t love AI as much as companies do,” added the analyst. “To earn trust, marketers must be transparent about their AI use, clearly highlight its benefits to the user, educate users on how to use it, and ensure that it runs on high-quality data to produce high-quality outputs.”