Forrester’s 2024 US Consumer Privacy Segmentation

September 18th, 2024

With contributors:

Emily Collins , Anna Hoskins , 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. This report uses Forrester Analytics data to define five consumer segments based on their attitudes and behaviors relating to companies’ collection and use of personal data. Read this report to learn how the segments have changed in 2024 and how their comfort with emerging technologies like genAI differ.

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This report is available for individual purchase ($1495).

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