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Consumers' Attitudes about Data Practices—US Edition

Findings from a global survey by The Conference Board reveal widespread anxiety and cynicism among US consumers—even more so than among peer consumers around the world.

EXECUTIVE SUMMARY

In the digital ecosystem, the freedom to browse, buy, and engage online is a tradeoff with data privacy. Findings from a global survey by The Conference Board reveal that US consumers are cynical about data practices—more so than their peers around the world. Given how important user-friendly data practices are to consumers, such practices may grow as a differentiator and a potential competitive advantage for companies. By building trust and satisfaction with new and existing customers and minimizing negative reactions, improved data practices may ultimately pay off financially.

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AUTHOR

DeniseDahlhoff.jpg

Denise Dahlhoff, PhD

Senior Researcher, Consumer Research
The Conference Board


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