Majority of Americans now want a national data protection law, report claims

73% of Americans would also pay to ensure their data isn’t sold to third parties

US Capitol Building at sunset

Four out of five Americans have said they want a federal privacy law in place to protect their personal data, according to new research.

An overwhelming majority (73%) also said that they would prefer to pay for online services in order to prevent their data from being sold to third-party marketing agencies.

Privacy management company DataGrail surveyed 2,000 US people aged 18 and above and found that 83% of respondents now demand greater control over how their data is used by businesses and are in support of country-wide data protection legislation.

And 68% of those surveyed expect to have the option to opt-out of having their data passed on to a third-party.

These requests and expectations for more control come as more Americans are concerned that the current controls exerted over their personal data are lacking; for example, 62% of people in the survey continue to receive emails from a company even after they have unsubscribed from such emails.

Furthermore, 82% have concerns about businesses monitoring or collecting data from their phone microphone, laptop webcams, home devices – such as Google Home and Alexa enabled devices – or mobile devices with location-tracking features.

Related Resource

Your guide to overcoming Brexit's data management challenges

Understand Brexit and the data law modifications it may cause

Download now

The findings come just weeks after the introduction of the California Consumer Privacy Act (CCPA), considered to be the United State's answer to the General Data Protection Regulation, only confined to the state of California.

“As people put more of themselves online, they expect to have more control and transparency over their personal information,” said Daniel Barber, CEO and co-founder of DataGrail. “The good news is that businesses are responding. Brands are already making big moves to show their dedication to privacy, and it’s paying off.” 

“Those that proactively update preferences and consent will end up with a more loyal customer-base. However, we still have a lot of education to do. It’s clear people want the regulations. Our research shows that 50% of people would exercise at least one right under the CCPA.”

DataGrail’s survey revealed that if US citizens were all granted the data protection afforded by the CCPA, then 65% of them would want to know what information a business is collecting from them, as well as have access to it. And 49% would like to have the right to delete such personal data a business might hold pertaining to them.

There’s a commercial incentive for businesses to adopt more privacy-centric practices when it comes to customer data. According to DataGrail, US citizens are willing to take their money elsewhere and abandon their shopping preferences if their private data isn’t protected by the companies they are dealing with. More than three-quarters of those surveyed would be willing to pay in exchange for better privacy protections and to not have adverts shown to them, for example.

All this is indicative of a growing interest people are taking in their data privacy, with data-sharing malpractices such as the Cambridge Analytica Facebook data scandal, and major data leaks, bringing the data collection practices online business carry out into the spotlight.

Featured Resources

How virtual desktop infrastructure enables digital transformation

Challenges and benefits of VDI

Free download

The Okta digital trust index

Exploring the human edge of trust

Free download

Optimising workload placement in your hybrid cloud

Deliver increased IT agility with the cloud

Free Download

Modernise endpoint protection and leave your legacy challenges behind

The risk of keeping your legacy endpoint security tools

Download now

Recommended

Federal Reserve warns foreign centralised digital currencies could decrease global use of dollar
digital currency

Federal Reserve warns foreign centralised digital currencies could decrease global use of dollar

21 Jan 2022
Singapore and Madrid named biggest movers in latest data centre rankings
data centres

Singapore and Madrid named biggest movers in latest data centre rankings

20 Jan 2022
US airlines warn of “catastrophic” crisis days before 5G rollout
5G

US airlines warn of “catastrophic” crisis days before 5G rollout

18 Jan 2022
US delays 5G rollout over aviation safety concerns
5G

US delays 5G rollout over aviation safety concerns

4 Jan 2022

Most Popular

Sony pulls out of MWC 2022
Business operations

Sony pulls out of MWC 2022

14 Jan 2022
How to boot Windows 11 in Safe Mode
Microsoft Windows

How to boot Windows 11 in Safe Mode

6 Jan 2022
Dell XPS 15 (2021) review: The best just got better
Laptops

Dell XPS 15 (2021) review: The best just got better

14 Jan 2022