Today’s consumers are willing to trade their data for personalization but have fast-growing concerns about data privacy. In a survey from a digital security and credential issuance company Entrust, only 21% of the respondents trust established global brands to keep their personal information secure.
As data privacy pressure on Big Tech increases, these companies are starting to make significant investments in security solutions.
Last year, as more and more people spent time at home due to COVID-19 lockdowns, internet usage went up. And as usage has gone up, so too has consumer awareness of how data could be used or misused. For example, a recent survey from Startpage, a privacy-focused search engine company, found that 62% of Americans have become more aware of how their data is used online, including ad targeting based on their browsing history and location.