SIIA Consumer Survey on Data Privacy Reveals People Want to Be Primary Stewards of Their Own Data

WASHINGTON–(BUSINESS WIRE)–Today, the Software & Information Industry Association (SIIA) released the results of a recent survey of 2000 consumers about their insights and attitudes about data privacy, preferences regarding data-reliant services and comfort with various data uses under different conditions. The survey revealed three central findings: people see themselves as responsible for their data privacy; they prefer free, data-reliant services over a paid privacy-maximizing alternative; and they have high level of comfort with data uses that provide tangible benefits like fraud protection and security and their comfort with other data uses increases dramatically when specific, reasonable guardrails are in place.

A detailed summary of the survey findings can be found here.

“These findings carry significant implications for the policy landscape and emphasize the importance of responsible data use,” said Chris Mohr, President, SIIA. “The survey shows the importance of convenience, empowerment, and responsible data use. Overbroad restrictions on data use will not only restrict the availability of the free services that consumers prefer, but also interfere with societally valuable activities like law enforcement investigation and fraud prevention. Consumers both expect that companies will use their data as the consumer directs, and do not object to the use of that data to invisibly prevent fraud on their Amazon account. What that means for policymakers is that there is a constructive path forward that balances these interests,” he added.

Sixty-seven percent of respondents identified themselves as responsible for maintaining their data privacy, nearly double the number who thought federal government consumer regulatory agencies (36%) or technology companies (36%) should be responsible. These results suggest that effective privacy policy should empower consumers with the tools, information, and education they need to protect themselves.

The research found that consumers have high levels of comfort with data uses that deliver clear, tangible benefits, particularly those related to security and fraud prevention. They indicated strong support for data being used for purposes that visibly benefit them, especially in protecting their security and financial well-being. The survey showed 74 percent valued the use of their data to protect their financial accounts from fraud, 72 percent want to receive alerts about potential identity theft, while 71 percent want data use that ensures the security of their online transactions.

To determine if there was a preference for privacy or cost, the survey asked participants to choose between two email services – a free, ad-supported email service that scans email content to provide convenient features (such as automatic organization) and a paid service at $5 per month that does not scan email content for features or advertising. The majority, 47 percent, selected the free service while only 25 percent said they would pay for the privacy-maximizing service while another 23 percent would choose neither option.

The survey also found that two specific guardrails are highly effective at increasing consumer comfort: clear frameworks around government access to the data and the use of privacy-enhancing technologies (PETs) such as encryption and anonymization. Across various data use scenarios, approximately 30 – 40 percent of consumers who were initially uncomfortable indicated that these protections would be sufficient to change their view. The results show that consumer concern is not a blanket indictment of data use, rather, it is a call for responsible data stewardship.

About SIIA

SIIA is an umbrella association representing nearly 400 technology, data and media companies and associations globally. Industry leaders work through SIIA’s divisions to address issues and challenges that impact their industry segments with the goal of driving innovation and growth for the industry and each member company. This is accomplished through in-person and online business development opportunities, peer networking, corporate education, intellectual property protection and government relations. For more information, visit www.siia.net.

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