Data Overview Report

Forrester’s 2023 US Consumer Privacy Segmentation

Understand Your Customers To Build Trust

August 23rd, 2023
With contributors:
Emily Collins , Shynise McElveen , Christine Turley

As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. Brands must understand their customers’ expectations and concerns to ensure that they’re correctly applying contextual privacy practices. This report uses Forrester Analytics data to define five consumer segments as well as their attitudes and behaviors relating to companies’ collection and use of personal data.

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