Data Privacy

Goals

Gain an understanding of the following elements of consumer privacy and tracking; which are consumers most inclined to value privacy, motivations and habits of seeking online privacy, how many people know how much their online activity is tracked, potential negative outcomes of not using a private search engine or other privacy products, examples of how consumer browsing data was used by cybercriminals and/or government, and consumer risks for advertisers in using tracking, in order to pitch company Startpage, a private search engine that doesn't track consumer data.

Early Findings

  • Of internet users surveyed, 90% were very concerned about online privacy.
  • 60% download apps without reading terms and conditions, and 17% will keep an app they like despite feeling it breaches their privacy.
  • 67% of consumers have at least taken some steps to defend personal data, including limiting tracking or giving false information online.
  • Only 18% of consumers are 'very confident' in trusting retail websites with personal data.
  • 63% don't believe that companies accessing personal data effectively leads to a better online experience.
  • 86% of those surveyed have taken steps to 'hide from advertisers' by staying anonymous online.
  • Only 9% of social media users felt 'very confident' with giving social media companies their data.
  • The number of people who are aware of private browsing options has increased by 6%, and 20.1% of those surveyed use private browsing at least some of the time.




Proposed next steps:

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Private reports on the following elements of consumer privacy and tracking; a) demographic breakdown of consumers most inclined to value privacy, b)motivations and habits of seeking online privacy
Private reports on a)potential negative outcomes of not using a private search engine or other privacy products, including examples of how consumer browsing data was used by cybercriminals and/or government, and b)consumer risks for advertisers in using tracking (why is it dangerous for advertisers to track consumers)