Digital Consumer Trends 2020 | Theme 3

Data privacy awareness

Concern over company use of personal data has declined with those claiming to be ‘very concerned’ dropping by half from 41 percent in 2018 to 19 percent in 2020. This could be a result of greater awareness around data privacy, the advent of GDPR, consent being sought by websites for storing cookies, indifference, or greater levels of trust in online companies.

Close to 80 percent of respondents accept terms and conditions “always”, “almost always”, and “sometimes” without reading them.

Nearly 3 in 5 respondents would like to restrict data when using online services but don’t know how. Just under a quarter of respondents think the benefits from interacting with companies online outweigh data privacy concerns.

Nearly 3 in 5 are in favour of thermal camera usage in well-populated areas. There is however a generational divide: Older age groups tend to be more supportive of the government’s use of technology to mitigate the impact of COVID-19.

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