With so many people now taking their online privacy issues into their own hands, a broader response is certainly needed.
Therefore, consumers are calling on major tech giants to step up their game and do more to protect their rights. After all, they see them as leaders or role models in this regard.
Consumers Trust Tech Companies More Than Anyone
A recent online survey for this year’s Consumer Privacy Trends Report found that more than half of respondents felt technology companies were responsible for protecting their privacy, while government organizations were in second place.
In fact, so many people felt that they would more likely hold themselves accountable for their data privacy than share the blame with the government. And these views clearly reflected the major privacy actions implemented by so many tech giants in recent times.
For example, let’s look at Apple. The way it has strengthened its security measures to protect users’ rights is commendable. In case you missed it, Apple’s app tracking transparency ensures that apps first ask users for consent before they can track them down. Similarly, Apple has also offered other features such as email hiding.
In no time, we saw Google following in Apple’s footsteps and saying that it will soon remove apps that track users. This came along with tighter privacy controls with the release of Android 12. And just in case that wasn’t enough, we saw Google announce Chrome Browser’s decision to remove tracking via third-party cookies.
Meanwhile, the report also highlighted how any regulatory protocols put in place were far from exceptional. In fact, those introduced by the US federal government have been called out and many are debating whether to introduce them into legislation.
The government must also play a role
Consumers definitely feel the government has a role to play, too, even as it holds the tech giants accountable for protecting them online. That’s why the recent report highlights the fact that so many of those surveyed felt they needed a regulator that would review or track digital ads.
A whopping 52% say ads, along with tech companies, need to be vetted. Within this subset of respondents, 27% felt the government should take an active role in ensuring that tech companies make the whole tracking process a simple maneuver that can be taken away, while 24 Additional % should be illegal to follow others unless they provide consent.
Generation Z has its say
Among those surveyed, it’s so interesting to see how Gen Z is taking a more active role in taking their online privacy issues seriously and voicing their opinions on how strongly they think change is needed.
These young adults are between 18 and 26 years old and stand out from all the others. So let’s see what their opinions are on the matter.
First, less than 50% believe online privacy does not exist, while only 26% believe they have no control over their online data. But at least 93% were able to take some action to protect their privacy online.
At least 50% of respondents place the blame on tech companies, but again government agencies come close to number two, but the split was not even when comparing those in older age groups.
Consumers Declare Amazon the Biggest Privacy Winner
So now we know that consumers are heavily dependent on tech giants, but there are clear winners that users are tagging along with in terms of increased trust.
These include Amazon as the most popular website which they believe could do a good job of protecting their privacy.
But why Amazon? Well, it’s because users feel that social networks tend to focus more on profit-generating ads and that’s why their algorithms are carefully scrutinized compared to e-commerce platforms like Amazon.
Consumers were asked to rank their preferences for the most trusted sites in terms of shopping, social media and search engines. Therefore, Amazon took the first position, Google came second, while Facebook was number three.
The results were similar across all age groups, while women seemed to trust Amazon more than their male counterparts.
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