Companies that offer consumers greater data privacy visibility and control have the potential to unlock increased consumer trust, preference, and loyalty. Specifically, if given a choice to do so, 93% of Americans would switch to a company that prioritizes data privacy. A similar number (91%) would prefer to buy from companies that always guarantee them access to their data. Surveyed during the height of a global pandemic and economic uncertainty, nearly two in five Americans (38%) expressed that they believe it’s worth spending more money with companies that prioritize data privacy.
However, most Americans today are frustrated by the lack of data control companies offer. Notably, 88% of Americans are frustrated by the fact that they don’t have control over their personal data and they wish the process was easier. An overwhelming 94% of all Americans wish for a better experience of getting their data back from a company (regardless of whether or not they’ve tried).
The theme is consistent: consumers want control over their data, and are willing to share it for a benefit.
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