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: Coronavirus: most Americans now using face masks...
15.05.2020   #brick and mortar retail #coronavirus

Coronavirus: most Americans now using face masks

New nationwide survey from Fast

A new nationwide survey from Fast shows that the vast majority of Americans – 88 percent – are now using face masks, but 19% want to personally receive a COVID-19 vaccine before they feel safe shopping in stores again, while another 29 ...

Thumbnail-Photo: Upturn for brick and mortar retail in city centres?...
17.07.2020   #brick and mortar retail #customer relationship management

Upturn for brick and mortar retail in city centres?

Economic development and city marketing about current measures

Bonn's inner city – like all other cities in Germany – is struggling with the consequences of the Corona lockdown. We asked directly on site what support there is from the economic development and city marketing departments. This ...

Thumbnail-Photo: Which businesses should be open?
17.06.2020   #brick and mortar retail #coronavirus

Which businesses should be open?

MIT study looks at tradeoffs between economic value and public health, across different types of retail

Banks and bookstores. Gyms and juice bars. Dental offices and department stores. The Covid-19 crisis has shuttered some kinds of businesses, while others have stayed open. But which places represent the best and worst tradeoffs, in terms of the ...

Thumbnail-Photo: Take a deep breath ...and get back to work!
26.05.2020   #brick and mortar retail #personnel management

Take a deep breath ...and get back to work!

Retail employee break rooms and rest breaks in Germany

Working hard is important, but so is taking proper rest breaks! Whether we spend this time alone or with colleagues, by getting some sunlight and fresh air or by relaxing in designated rooms – we all need to take a break sometimes to relax and ...

Thumbnail-Photo: Smart clothing to drive fitness wearable revenue...
10.06.2020   #trend research #fashion

Smart clothing to drive fitness wearable revenue

New report forcasts a rise of 11 billion Dollar by 2025

A new report from Juniper Research forecasts that annual revenue of integrated fitness clothing will rise from approximately $1 billion in 2020 to $11 billion in 2025. This rapid growth, boosted by higher pricing, will see smart clothing become the ...

Thumbnail-Photo: Merchants can build their own businesses by choosing the right daily...
10.08.2020   #e-commerce #online platform

Merchants can build their own businesses by choosing the right daily deal platforms

Bargaining and the three-way transaction that defines the daily deal market

Researchers from the University of Maryland and Harvard University analyzed the bargaining process between the daily deal platforms Groupon as well as LivingSocial and merchants to identify the trade-offs made by both parties during the transaction ...

Thumbnail-Photo: 3 steps to personalisation in e-commerce
04.08.2020   #online trading #e-commerce

3 steps to personalisation in e-commerce

How retailers can build trust and foster customer loyalty

The COVID-19 pandemic has left a visible mark on the retail sector, and companies have had to find new ways to reach consumers effectively in a very short time. Many companies that had previously focused on stationary retail have expanded their ...

Thumbnail-Photo: Custom-tailored: new in-store safe shopping journey solution...
13.05.2020   #consulting #brick and mortar retail

Custom-tailored: new in-store safe shopping journey solution

Suitsupply reinvents retail experience including virtual pre-shopping

Suitsupply, the global men's tailoring brand built on radically personal customer experiences, launches new retail journey as stores reopen. The upside of being global, and the staggered timelines of the outbreaks around the world, is the ...

Thumbnail-Photo: Coronavirus: digital commerce spend to fall by 14 percent in 2020...
28.04.2020   #online trading #e-commerce

Coronavirus: digital commerce spend to fall by 14 percent in 2020

Spend set to recover in 2021 as offline spend moves online

A new study from Juniper Research found that global spending on digital commerce will fall by 14 percent in 2020 as lockdowns and reductions in consumer spend are felt. Spending will fall from $11.2 trillion in 2019 to $9.7 trillion.The new ...

Thumbnail-Photo: Job maker 4.0: e-commerce
27.05.2020   #online trading #e-commerce

Job maker 4.0: e-commerce

Retail training and continuing education programs are booming

Digitization in retail and e-commerce growth present fresh challenges for retail employees and the retail world. That’s why interest in the new "E-Commerce Merchant" dual vocational training course offered by Germany’s HDE ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen