Data Privacy and Brand Trust Statistics: Tracking Customer Data Trends

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Wondering about consumer perceptions and sentiments around data privacy, governance and compliance? Bookmark this page as we continually provide updated information on first-party data strategy, and perceptions and sentiments around privacy and brand trust. 

1P Data Usage, Strategy and Adoption Statistics

Consumer Perceptions and Sentiments on Data Privacy 

  • Only about one-third of customers believe that companies are currently using their data responsibly (McKinsey)
  • Roughly eight-in-ten or more U.S. adults say they have very little or no control over the data that government (84%) or companies (81%) collect about them (Pew Research Center)
  • 56% of users rated their online privacy as “extremely important” and 31% rated it as “somewhat important.” (The Rise of Consent-based Advertising“)
  • When asked whether privacy regulations such as EU’s GDPR and California’s CCPA/CPRA improve their online privacy, only 14% of respondents agreed (“The Rise of Consent-based Advertising“)
  • A vast majority of Americans surveyed are in favor of a data privacy law at the federal level that applies to all 50 states equally (Treasure Data “State of Data Privacy Survey“)
  • In a survey of 600 American adults, only 15.1% of respondents said they have asked a company to delete their data. 8.5% have considered it (Treasure Data “State of Data Privacy Survey“)
  • 83% of consumers are concerned about sharing personal data online and 72% would stop buying from a company or using a service because of privacy concerns (Salesforce “State of the Connected Consumer,” 2020)
  • 92% of customers appreciate companies giving them control over what information is collected about them (Salesforce “State of the Connected Consumer,” 2020)
  • 83% of consumers are willing to share their data to create a more personalized experience (Accenture Interactive, Pulse Check 2018)
  • 81% of people have privacy concerns over how AI is used for recommendations, customer service and support. (, “Getting Personal: Consumer Perspectives on AI in Marketing and Customer Service,” April 2022)
  • 62% say data collection and privacy is more important than predictive insights and customer acquisition (Tealium, “2021 State of CDP“) 
  • Just 40% of consumers say they trust brands to keep their personal data secure and use it responsibly (Twilio Segment, “The State of Personalization 2022“)
  • 82% of survey respondents think Congress should do more in 2019 to regulate how technology companies collect and process online personal data, but less than half think this will happen (ExpressVPN survey)
  • Almost three-fourths (73 percent) of survey participants said they are more concerned about their data privacy now than they were a few years ago. And 64 percent said they feel their data is less secure today than it was a few years ago (SAS, “Data Privacy: Are You Concerned?“)
  • 46% of American consumers believe their personal information is less secure now than it was five years ago (Consumer Reports and Omidyar Network, “Privacy Front & Center: Meeting the Commercial Opportunity to Support Consumers Rights,” 2020)
  • 65% of American consumers say they are slightly or not at all confident that personal data is private (Consumer Reports and Omidyar Network, “Privacy Front & Center: Meeting the Commercial Opportunity to Support Consumers Rights,” 2020)
  • UK consumers have become less concerned about the use of their data: in 2018, 47% of respondents stated they were ‘very concerned’, this has now halved to 24% (Deloitte, “Digital Consumer Trends 2020“)
  • 86% of consumers care about data privacy and 79% of consumers are willing to spend time and money to protect data (Cisco, “Building Consumer Confidence Through Transparency and Control“)
  • 84% of survey respondents say that they are at least somewhat concerned about the safety and privacy of the personal data that they provide on the internet (Ipsos poll, 2022)
  • Roughly six-in-ten Americans believe it is not possible to go through daily life without having their data collected (Pew Research Center survey, 2019)

Consumer Brand Trust Statistics

  • 79% of B2C leaders believe their customers trust their brand—but only 52% of consumers reported that they actually do (Twilio, “Close the Trust Gap Report“)
  • 57% of consumers are prepared to pay more to purchase from a trusted brand (Cheetah Digital, “2022 Digital Consumer Trends Index“)
  • Nearly half (44%) of consumers say they’re open to AI-powered recommendations, but it “depends on the company,” which says a lot about how important a company’s reputation for data transparency is for customer trust (, “Getting Personal: Consumer Perspectives on AI in Marketing and Customer Service,” April 2022)
  • 58% of respondents will buy or advocate for brands based on their beliefs and values (2022 Edelman Trust Barometer)
  • At 61%, business is the most trusted institution, ahead of NGOs at 59%, government at 52% and media at only 50% (2022 Edelman Trust Barometer, The Trust 10)
  • 88% of consumers say authenticity is important when deciding which brands they like and support (Stackla, “Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC“)
  • 46 percent of U.S. consumers say they would pay more to purchase from brands they can trust in 2022, up from 30% in 2021 (Salsify, “The Value of Building Brand Trust,” 2022)
  • UK consumers show they trust a brand by making more purchases (71%), recommending to friends (61%), joining a loyalty program (41%) and posting positive reviews or comments on social media (40%) (Adobe, Future of Marketing Research Series, 2021)
  • 59% of consumers state that a single data breach would negatively impact their likelihood of buying brands from a consumer products company (Deloitte, “Building consumer trust: Protecting personal data in the consumer product industry“)
  • Consumers who trust a brand are more than twice as likely to be the first to buy the brand’s new products (53 percent versus 25 percent). They are more than twice as likely to stay loyal to a brand they trust, even in the face of disruption, such as a trendy or innovative competitor (62 percent versus 29 percent) (2019 Edelman Trust Barometer Special Report)
  • 88% of consumers believe trust is more important in times of change, and 74% say communicating transparently is more important now than before the pandemic (Salesforce, “State of the Connected Consumer“)
  • 65% of consumers have switched brand loyalties because the customer experience didn’t match what they had been promised by the brand’s image (Qualtrics, “What is brand trust and why is it so important?“)
  • The top three brand qualities to build trust with UK consumers are product quality (76%), value for price (72%) and transparency (62%) (Survey of 1,000 UK consumers by Clear Channel UK and JCDecaux UK)
  • The great majority of respondents—87 percent—said they would not do business with a company if they had concerns about its security practices (McKinsey)

Tools, Adoption and Challenges for Privacy and Consent Management

  • 92% consider a CDP important to their privacy and compliance efforts. (Treasure Data, “State of the CDPs: Data Unification, Activation, and Compliance, 2020)
  • While the vast majority of firms (85%) attempt to comply fully with privacy regulations, the share that exceeds the legal minimum has declined from 28% in 2020 to 22% in 2021. The trend appears across all business types and regions. (2021 CDP Institute User Survey, November 2021)
  • 51% use CDP for customer privacy (Segment, “2030 Today,” 2021)
  • 66% said the CDP plays a major role building GDPR/CCPA compliant marketing lists. (Treasure Data, State of the CDP: Data Unification, Activation, and Compliance,” 2020)
  • 67% of US consumers think the government should do more to protect data privacy (SAS, “Data Privacy: Are You Concerned?“)
  • Nearly 60% of consumers say it’s worthwhile to give companies access to personal data it if leads to a better customer experience (Axway, “Global Consumer Survey: Build trust and give people control to securely Open Everything,” 2022)
  • 75% of Brazilians believe that giving companies access to their personal data in exchange for a better user experience is worth it, while only 59% of Americans believe the same (Axway, “Global Consumer Survey: Build trust and give people control to securely Open Everything,” 2022)
  • Only 66% of the nations of the world safeguard people’s data and privacy, despite an 11 percentage point increase in the adoption of data protection and privacy legislation in the period 2015-2020 (UNCTAD survey, 2020)
  • By 2023, 65% of the world’s population will have its personal data covered under modern privacy regulations, up from 10% in 2020 (Gartner, 2020)
  • 86% of survey respondents say data privacy is a growing concern for them and 68% are concerned about the level of data being collected by businesses (KPMG, “Corporate data responsibility: Bridging the consumer trust gap,” 2021)
  • 40% of survey respondents don’t trust companies to ethically use their data and 30% aren’t willing to share their personal data for any reason (KPMG, “Corporate data responsibility: Bridging the consumer trust gap,” 2021)

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