News • 03.02.2020

Americans expect privacy controls

4 out of 5 people want a privacy law to protect personal data

Mans hand taking a puzzle piece with text privacy of a bigger puzzle with a...
Source: PantherMedia/AndrewLozovyi

73 percent of people would pay more to online services companies to ensure they did not sell or use their data for marketing, while 77 percent would stop shopping at their favorite retailer altogether if the retailer did not keep their personal data safe.

As state houses and Congress rush to consider new consumer privacy legislation in 2020, DataGrail, a privacy management company, conducted nationwide research that shows Americans expect more control over their personal information online, and are concerned with how businesses use the data collected about them. DataGrail released the research on National Data Privacy Day to help raise awareness for data privacy best practices.

In a OnePoll online survey of 2,000 people aged 18 and above, 4 out of 5 Americans agree there should be a law to protect their personal data, and 83 percent of people expect to have control over how their data is used at a business.

The request for more control over their personal data comes after many Americans experienced existing protections not working -- 62 percent of people continue to receive emails from a company after unsubscribing. In addition, more than 82 percent of people have concerns about businesses monitoring or collecting data from their phone microphone, laptop webcams, home devices (such as Google Home, Alexa, etc.), or mobile devices (phone, laptop, etc.) with location tracking.

Further, the research shows consumers do not feel safe from privacy infringements wherever they may be: 85 percent of those polled said they were concerned that businesses could be monetizing their laptops' location.

In response to Americans' demands, state regulators are listening. Several states have developed their own regulations, including California, Nevada and Maine, with Washington, New York and several other states following suit. The California Consumer Privacy Act (CCPA) that went into effect Jan. 1, 2020, is one of the most consumer-forward, comprehensive and prominent data privacy laws. However, only 24 percent of Americans are familiar or have heard of it.

"As people put more of themselves online, they expect to have more control and transparency over their personal information," said Daniel Barber, CEO and co-founder of DataGrail. "The good news is that businesses are responding. Brands are already making big moves to show their dedication to privacy, and it's paying off. Those that proactively update preferences and consent will end up with a more loyal customer-base. However, we still have a lot of education to do. It's clear people want the regulations. Our research shows that 50 percent of people would exercise at least one right under the CCPA."

If all Americans were given the rights included in the CCPA:

  • 65% of people would like to know and have access to what information businesses are collecting about them.
  • 62% of people would like the right to opt-out and tell a business not to share or sell personal information.
  • 58% of people would like the right to protections against businesses that do not uphold the value of their privacy.
  • 49% of people would like the right to delete their personal data held by the business.

Consumers are also more than willing to take their wallets elsewhere, even if it meant breaking their shopping preferences if they discovered their private data was not protected or that their data was being sold. The survey found that 77 percent would not shop at their favorite retailer if they found they did not keep their personal data safe.

Additionally, consumers said they would be willing to pay more for better privacy protections: 73 percent of people polled said they would pay more to online services companies (retailers, ecommerce, and social media) to ensure they didn't sell their data, show them ads, or use their data for marketing or sales purposes.

Source: DataGrail

related articles:

popular articles:

Thumbnail-Photo: Will people soon be shopping at the Club?
22.02.2021   #digital marketing #app

Will people soon be shopping at the "Club"?

Marketing opportunities of the new social media app Clubhouse.

WhatsApp, TikTok, Instagram, Snapchat - many retailers use the platforms to get their products to customers - that's nothing new. Recently, users have been able to meet in the "Clubhouse." Marcel Hollerbach, CMO of Productsup, talks ...

Thumbnail-Photo: Say hello to E-commerce Berlin Virtual Edition!...
25.03.2021   #e-commerce #digital marketing

Say hello to E-commerce Berlin Virtual Edition!

Free virtual conference on May 26-27th 2021

The COVID-19 still has a significant impact on us all, which has led us to postpone E-commerce Berlin Expo 2021, and fill the gap with E-commerce Berlin - Virtual Edition.Based on participants' expectation we intend to keep the event onsite, so ...

Thumbnail-Photo: Swiss Brand Ons new flagship store
29.12.2020   #customer satisfaction #brick and mortar retail

Swiss Brand On's new flagship store

New standards for retail?

Swiss performance running brand On opens its global flagship store today, On NYC, located at 363 Lafayette Street in New York, NY. On has pioneered a design-centric and technologically driven approach to the in-store consumer experience. Centered ...

Thumbnail-Photo: Navori Labs Unleashes AI Marketing Software
23.02.2021   #digital signage #data analysis

Navori Labs Unleashes AI Marketing Software

Navori expands into the AI-Computer Vision driven analytics world with Aquaji t ohelp retailers

With nearly 25 years of digital signage innovation, Navori expands into the AI-Computer Vision driven analytics world with Aquaji to help retailers, digitalout-of home (DOOH) networks and other physical businesses measure performance, strengthen ...

Thumbnail-Photo: No business intelligence, no future
05.04.2021   #brick and mortar retail #data analysis

No business intelligence, no future

Why retailers should bet on data intelligence

Online store operators can track their visitors "at every click".  Many brick-and-mortar retailers, on the other hand, don't know much about their (potential) customers. Yet all industry experts agree: data is worth its weight in ...

Thumbnail-Photo: COVID-19 lockdowns kill small businesses
24.02.2021   #consulting #coronavirus

COVID-19 lockdowns kill small businesses

Snackable Solutions community for actionable tips to survive

The government lockdowns in response to the COVID-19 pandemic may destroy small businesses. In response to widespread lockdowns on small businesses around the United States, Dennis Consorte founded Snackable Solutions. It is a community where ...

Thumbnail-Photo: Retail statistics, trends and forecasts for 2021...
23.03.2021   #e-commerce #brick and mortar retail

Retail statistics, trends and forecasts for 2021

Outlook: omnichannel, mobile, and social commerce

Without a doubt, COVID-19 changed the way most people see the world, and retail was one of the hardest-hit sectors. In October 2020, in-store footfall in the US was a massive 34.5% lower than October 2019, and 60% of customers said that COVID-19 may ...

Thumbnail-Photo: The most inspired Christmas commercials 2020...
17.12.2020   #digital marketing #sales promotion

The most inspired Christmas commercials 2020

Messages for the holidays

The year 2020 was an odd one, a difficult one for many, and the holidays are no different. How are retailers reacting to that in their Christmas commercials and what messages do they send out for the holidays? Here is an international selection from ...

Thumbnail-Photo: Food mail order between 1931 and 2021
01.03.2021   #online trading #e-commerce

Food mail order between 1931 and 2021

Specialty retailer Jungborn does e-commerce for seniors

Food and online retail – the two terms don't always go together in Germany. And then e-commerce for seniors on top of that? It is precisely in this niche that specialty mail order company Jungborn wants to establish itself. And it has been ...

Thumbnail-Photo: British shoppers visit variety discounters for grocery shopping...
09.04.2021   #brick and mortar retail #food retail

British shoppers visit variety discounters for grocery shopping

Variety discounters to grow at four times the speed of UK food and grocery market

New research from IGD reveals that variety discounters – Home Bargains, B&M, Poundland, Wilko and smaller players – will be worth £12.6bn by 2022, up from £11.1bn in 2020. The channel will take a 5.8% share of the overall ...

Supplier

Seven Senders GmbH
Schwedter Straße 36 A
10435 Berlin
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne