Trends Report

Evolving Consumer Attitudes On Privacy

A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

July 28th, 2014
Fatemeh Khatibloo
Anjali Lai
With contributors:
Srividya Sridharan , Reineke Reitsma , Roxana Strohmenger , Andrea Mitchell , Rebecca McAdams , Ryan Morrill


The tide of privacy is turning. For the past decade, brands have become increasingly dependent on the collection, analysis, and use of consumer data. With many consumer services now subsidized by personal data, the selling and sharing of consumer data has only increased. How have consumers responded to these data-sharing practices? Forrester combined three data sources to capture a comprehensive, 360-degree view of US online adults' evolving attitudes on privacy. We found that over the past year, especially after the leak of National Security Agency (NSA) files in June 2013, consumer attitudes started to shift from apathetic and resigned to cautious and empowered. By blending Consumer Technographics survey data, qualitative insights from our ConsumerVoices Market Research Online Community (MROC), and social listening data, this report tracks the changes in consumer perceptions and provides firsthand accounts of how individuals expect their data to be used by the firms with which they do business.

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