US Consumers’ Comfort With Sharing Their Personal Information Online Has Increased

The pandemic boosted US consumers’ comfort with technology, yet they’re also living with constant reminders of data and other security breaches as companies tighten their security investments. But consumers are slow to act. Forrester’s 2020 and 2023 data shows an increase in the share of US online adults who are willing to share more personal information with companies, especially if they get something in exchange; their likelihood of actively limiting the collection of their personal information by apps and websites stays the same, however. While consumers may be getting more comfortable with risk, companies must remain vigilant and build trust — or risk a backlash when a crisis hits.