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  • Philip Osadebay - Tech Journalist

Majority of Americans worried about Online Data Privacy, but nearly half trust Zero-Party Data Collection 

Are you the master of your digital domain or is your data slipping through your eyes? In today's digital world, safeguarding your personal information has never been more important.

A recent report reveals that a significant majority of Americans are worried about their online data privacy with 84% expressing concerns including 41% who are extremely worried. This unease cuts across all age groups from 55-64-year-olds to digital natives aged 18-24 with a universal concern about intrusive data collection and personalized advertisements.

Consumers are becoming increasingly cautious about sharing personal data online. 85% of consumers often join mailing lists with 58% doing so consistently. Nearly a third of consumers (31%) would decline non-essential website cookies if given the option. Reasons for declining cookies vary, with concerns about targeted advertising, distrust of website security and fears of data theft ranking among the top reasons.

Interestingly, Generation Z individuals (aged 18-24) exhibit a high level of distrust toward websites regarding data privacy expressing skepticism. Moreover, the type of website also influences consumers' willingness to share data, with social media platforms being the most likely to prompt opt-outs from first-party cookies.

In response to growing privacy concerns, companies are introducing ad-free subscription options. Meta, for example, launched a paid ad-free subscription in Europe in October 2023, with plans to expand to the US. Nearly a quarter of US consumers express interest in such subscriptions, with Gen Z showing particular enthusiasm.

Most consumers express trust in brands that collect zero-party data, indicating a shift towards more transparent data-sharing practices. Additionally, consumers are more comfortable interacting with brands online and subscribing to mailing lists when zero-party data collection is utilized.

Interactive surveys emerge as the preferred method of data collection among consumers followed by loyalty cards and online forms. Notably, consumer surveys are popular across all age groups, with 66% of 18-24-year-olds and 41% of 55-64-year-olds preferring this method.

From widespread concerns to pioneering solutions, we've witnessed the evolving phase of digital protection and it's s up to each of us to navigate the digital realm responsibly. Whether it's opting out of mailing lists, embracing zero-party data, or advocating for stronger privacy measures, every action we take shapes the future of online security. Together, we can forge a safer, more secure online world for generations to come.


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