Summary
Consumers are one of four forces driving data deprecation with their own opinions and expectations of how companies collect and use their personal data. Forrester’s 2021 US Consumer Privacy Segmentation report identifies five consumer personas with distinct differences between their privacy awareness and willingness to share personal information. Skeptical Protectionists and Conditional Consumerists are the groups most likely to worry about how companies they shop from use their data, though specific motivations, concerns, and behaviors vary among the personas. Marketers should read the latest segmentation report to learn more about current consumer privacy personas in the US.
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