- July 10, 2021
-- Lynn Bentley, President of Knobull announced, "Research shows that a vast majority of consumers have a poor understanding of data privacy issues yet think they are proactive in protecting themselves, We recently completed a student focused survey that supports these results."
More than 80% of the people surveyed indicated that they were proactive in maintaining their data privacy however, they did not take basic precautions to protect their data -- showing a lack of education without a corresponding drop in confidence. The surveys found that 60% are willing to share personal data if it makes it easier to access key services and 83% say they are comfortable storing their biometric data with apps or third-party identity verification systems such as those at airports.
Consumers exhibited divided attitudes because they had high confidence in their abilities to protect their personal data but 70% also said they were somewhat or highly concerned about their data. About one third of consumers were very pessimistic saying that they believed they had little control over their data and nearly one-quarter said the issues were too complex to understand while 30% did not know where to begin.
Bentley concluded, "Our survey results compare student responses to those of the broader consumer market. 50% of the students surveyed aren't taking proactive steps to protect their personal data and shared personal data to ease internet access; only 12% are highly concerned about misuse of their data while 75% do not believe they could protect personal data; 70% are engaged in discussions or active in organizations focused on data protection and 50% think that voters are becoming more aware of this issue. This trend will have huge consequences on the multi-billion dollar online advertising markets which includes data sellers."
These surveys show that active Internet users will need to become better educated to be able to understand and support upcoming data privacy regulations. It is clear that students need to become better educated about this issue and more proactive. The research demonstrates that consumers need to be more aware and they should utilize online services such as Knobull and DuckDuckGo, because both have built their business model around personal data security!