The Ponemon Institute’s New Research Shows Consumers “Creeped Out” by Digital Privacy Threats

A startling new survey conducted by Ponemon Institute for IDX, reveals that 86% of consumers are very concerned about their privacy when using free online tools like Facebook and Google. The study, Privacy and Security in a Digital World: A Study of Consumers in the United States, was conducted to better understand consumer concerns about privacy as our lives become more and more dependent upon technology. For the majority of these consumers, privacy of their personal information does matter.

Consumers Feel Powerless to Act

While 74% of consumers say they have no control over the personal information that is collected on them, the research reveals consumers are not taking action to limit the data they provide when using online services. In fact, 54% of consumers say they do not consciously limit what personal data they are providing. This lack of action can have devastating effects on consumers’ privacy if it goes unchecked.

The Uncanny Eye of Digital Marketers

But even if consumers actively try to limit the amount of personal data they provide, digital marketers are adept at freaking consumers out with the eerily accurate ads that are shown. In fact, 64% of consumers find it “creepy” when they receive online ads that are relevant to them, but not based on their online search behavior or publicly available information.

This confirms that many consumers experience this phenomenon and are alarmed by it. In addition, more than seven in 10 consumers say advertisers should allow them to “opt-out” of receiving ads on any specific topic at any time.

Unfortunately, lawmakers aren’t helping much.

Regulators Fail to Deliver Protection Consumers Want

While a few states such as California (CCPA) have adopted strong data privacy laws, the federal government is falling short of consumer expectations. For instance, 60% of consumers believe government regulation should help address the privacy risks facing consumers today. One-third of the 60% say government regulation is needed to protect personal privacy, and one in four consumers believe a hybrid option (regulation and self-regulation) should be pursued.

“What we’re seeing is a privacy gap between the American desire for a solution to the growing concern for personal digital privacy and the services that the actual protection government and industry leaders offer,” said Tom Kelly, president and CEO of IDX.

Dr. Larry Ponemon, chairman and founder of Ponemon Institute, agrees. “This research revealed much of the tension surrounding digital privacy today,” he said. “The study shows that many consumers are alarmed by the uptick in privacy scandals and want to protect their information, but don’t know how to and feel like they lack the right tools to do so.”

Seizing Back Control

Kelly points out that consumers can take steps to protect their digital privacy. “Consumers must recognize that there are simple tools and practices they can implement to guard their data privacy, and government leaders and online platforms won’t do it for them,” he said.

Dr. Ponomen recommends robust protection. “Based on my polling experience, these findings make a compelling case for the important role identity protection products and services play in protecting consumers’ privacy,” he said.

For the full results, download your copy of Privacy and Security in a Digital World: A Study of Consumers in the United States report today.