Description

“Maintaining a safe online environment is critical for consumers to feel comfortable spending more time and money online. Yet, the vast majority of consumers are concerned about how their personal information is being used – and a majority believe that both the government and industry should be doing more to keep them safe. Adopting common-sense policies and being transparent can help companies build trust – and comply with increasingly complex regulatory requirements.”

– Fiona O’Donnell, Senior Director – US Reports

This Report will look at the following areas:

  • Industry and regulatory developments regarding digital privacy and security
  • Approaches leading players are using to protect privacy and safeguard consumers
  • Consumer attitudes regarding sharing and protecting their information and identity online
  • Opportunities to drive consumer confidence regarding digital privacy and security

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • State of tracking, digital privacy and security
                  • What’s next?
                    • Figure 1: Digital privacy and security outlook, 2022-27
                  • Opportunities and challenges
                    • Prioritize privacy in customer communications
                      • Figure 2: Attitudes toward trust and loyalty to ISPs and software, by operating system used, 2022
                    • Help consumers help themselves
                      • Figure 3: Protecting online privacy and data security, by age and gender, 2022
                    • Not everyone is that concerned with privacy
                      • Figure 4: Attitudes toward data privacy, opinions and concerns, by consumer segments, 2022
                    • Be transparent about data collection, demonstrate the benefits of sharing
                      • Figure 5: Comfort with data sharing – Select categories, by age, 2022
                    • Key consumer insights
                    • State of Tracking, Digital Privacy & Security

                        • Key moments in data breaches/privacy in the US
                          • Europe leads the way
                            • The US approach: A state-by-state patchwork
                                • Figure 6: Consumer privacy laws, by state, November 2022
                              • What’s to come?
                              • Market Factors

                                • Heavy consumer reliance on the web
                                  • Figure 7: Online shopping frequency over past 12 months, 2018, 2021
                                • Robust digital ad growth to keep targeting in focus
                                  • Figure 8: Total US sales and fan chart forecast of digital advertising, at current prices, 2017-27
                                • Regulatory environment continues to evolve
                                  • Geopolitical risks could escalate cybercrime
                                  • Key Players

                                    • Apple accelerates privacy
                                      • Google struggles for a balance
                                        • Meta continues to fumble
                                          • Security firms jostle for position
                                          • Competitive Strategies and Market Opportunities

                                            • Establish privacy as a core value
                                              • Figure 9: Apple iPhone privacy – Instagram post, 2022
                                              • Figure 10: Apple iPhone “Data Auction” ad, May 2022
                                            • Spectrum keeps security front and center
                                              • Figure 11: Spectrum Onboarding email, September 2022
                                            • Financial firms employ a gamut of features
                                                • Figure 12: Wells Fargo “Regina’ King’s Puppy” TV commercial, January 2022
                                                • Figure 13: Wells Fargo direct email marketing, January 2022
                                            • The Consumer – Fast Facts

                                              • Four segments of consumers present different opportunities
                                                • Online privacy and security are concerns, consumers want protection
                                                  • Feeling in control, staying in charge is critical
                                                    • Credit card information a particular concern
                                                      • Consumers willing to share some information
                                                        • Potential for wide range of authentication methods
                                                          • Nearly all take precautions, use additional security measures
                                                          • Consumer Attitudinal Segments

                                                            • Four segments of consumers based on attitudes toward tracking, digital privacy and security
                                                                • Figure 14: Consumer segments of attitudes toward tracking, digital privacy and security, 2022
                                                              • Significant variation in comfort with online privacy
                                                                  • Figure 15: Attitudes toward online activity and data tracking by consumer segments, 2022
                                                                • Protectors (31%)
                                                                  • Characteristics
                                                                    • Figure 16: Profile of Protectors, 2022
                                                                  • Opportunities
                                                                      • Figure 17: Protecting online privacy and data security, by consumer segments, 2022
                                                                    • Apathetics (22%)
                                                                      • Characteristics
                                                                        • Figure 18: Profile of Apathetics, 2022
                                                                      • Opportunities
                                                                          • Figure 19: Digital security and privacy concerns, by consumer segments, 2022
                                                                        • Reclusives (24%)
                                                                          • Characteristics
                                                                            • Figure 20: Profile of Reclusives, 2022
                                                                          • Opportunities
                                                                              • Figure 21: Trust and loyalty to ISPs and software and privacy concerns, by consumer segments, 2022
                                                                            • Realists (24%)
                                                                              • Characteristics
                                                                                • Figure 22: Profile of Realists, 2022
                                                                              • Opportunities
                                                                                  • Figure 23: Comfort with data sharing, by consumer segments, 2022
                                                                              • Attitudes toward Tracking, Digital Privacy & Security

                                                                                • Consumers exercise caution
                                                                                  • Figure 24: Attitudes toward online activity and social media, 2022
                                                                                  • Figure 25: Attitudes toward online activity and social media, by age, 2022
                                                                                • Avoid the “creepy” factor
                                                                                  • Figure 26: Attitudes toward online data tracking and concerns, 2022
                                                                                • Only moderate trust for ISPs, devices
                                                                                  • Figure 27: Attitudes toward trust and loyalty to ISPs and software, 2022
                                                                                  • Figure 28: Attitudes toward trust and loyalty to ISPs and software, by operating system used, 2022
                                                                              • Opinions about Data Tracking and Privacy

                                                                                • Consumers want protection and control
                                                                                  • Figure 29: Opinions about data tracking and privacy, 2022
                                                                                • Men less concerned about privacy
                                                                                  • Figure 30: Opinions about data tracking and privacy, by gender, 2022
                                                                                • Older generations trust government more than brands
                                                                                  • Figure 31: Opinions about data tracking and privacy, by generation, 2022
                                                                                • Fathers least concerned about tracking
                                                                                  • Figure 32: Opinions about data tracking and privacy, by gender and parent status, 2022
                                                                              • Digital Security and Privacy Concerns

                                                                                • Security concerns are broad-based
                                                                                  • Figure 33: Digital security and privacy concerns, 2022
                                                                                • Women particularly concerned about cyber surveillance
                                                                                  • Figure 34: Digital security and privacy concerns, by gender, 2022
                                                                                  • Figure 35: Select digital security and privacy concerns, by parent status and gender by parent status, 2022
                                                                              • Comfort with Data Sharing

                                                                                • Mixed emotions about sharing activity history
                                                                                  • Figure 36: Comfort with data sharing – Online habits, 2022
                                                                                  • Figure 37: Comfort with data sharing – Online habits, by age and gender, 2022
                                                                                • More openness with sharing entertainment preferences
                                                                                  • Figure 38: Comfort with data sharing – Entertainment preferences and social media, 2022
                                                                                • Nearly half would share their demographic information
                                                                                  • Figure 39: Comfort with data sharing – Personally identifying/tracking data, 2022
                                                                                • Financial transactions a no-go zone for many
                                                                                  • Figure 40: Comfort with data sharing – Health & financial data, 2022
                                                                                  • Figure 41: Comfort with data sharing – Health & financial data, by age, 2022
                                                                              • Security Methods to Confirm Online Identity

                                                                                • Consumers not yet ready to replace passwords
                                                                                  • Figure 42: Security methods to confirm online identity, 2022
                                                                                • Apple users prefer biometrics
                                                                                  • Figure 43: Security methods [NETS] to confirm online identity, by operating system used, 2022
                                                                                • Women more comfortable with text codes
                                                                                  • Figure 44: Select security methods to confirm online identity, by generation and gender, 2022
                                                                              • Protecting Online Privacy and Data Security

                                                                                • Consumers employ a broad range of protections
                                                                                  • Figure 45: Protecting online privacy and data security, 2022
                                                                                • Cyber surveillance concerns drive protections
                                                                                  • Figure 46: Protecting online privacy and data security, by digital security and privacy concerns index to all, 2022
                                                                                • Seniors most active for many security precautions
                                                                                  • Figure 47: Protecting online privacy and data security – Older more likely to do, by age, 2022
                                                                                  • Figure 48: Protecting online privacy and data security – Younger more likely to do, by age, 2022
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Consumer survey data
                                                                                    • Marketing creative
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms

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