Consumer Reports Study Finds Marketplace Demand for Privacy and Security

From Consumer Reports:

American consumers are increasingly concerned about privacy and data security when purchasing new products and services, which may be a competitive advantage to companies that take action towards these consumer values, a new Consumer Reports study finds.

The new study, “Privacy Front and Center” from CR’s Digital Lab with support from Omidyar Network, looks at the commercial benefits for companies that differentiate their products based on privacy and data security. The study draws from a nationally representative CR survey of 5,085 adult U.S. residents conducted in February 2020, a meta-analysis of 25 years of public opinion studies, and a conjoint analysis that seeks to quantify how consumers weigh privacy and security in their hardware and software purchasing decisions.

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Here are some of the key findings from the study:

• According to CR’s February 2020 nationally representative survey, 74% of consumers are at least moderately concerned about the privacy of their personal data.
• Nearly all Americans (96%) agree that more should be done to ensure that companies protect the privacy of consumers.
• A majority of smart product owners (62%) worry about potential loss of privacy when buying them for their home or family.
• The privacy/security conscious consumer class seems to include more men and people of color.
• Experiencing a data breach correlates with a higher willingness to pay for privacy, and 30% of Americans have experienced one.
• Of the Android users who switched to iPhones, 32% indicated doing so because of Apple’s perceived privacy or security benefits relative to Android.

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