Cisco has released its 2024 Consumer Privacy Survey, which provides a comprehensive examination of global consumer perceptions and behaviours regarding data privacy. The annual survey highlights the increasing importance of privacy rights awareness in building consumer trust, particularly in relation to emerging technologies such as Artificial Intelligence (AI).
This year, the survey indicates a significant rise in consumer awareness of national privacy laws, with 53% of respondents reporting familiarity with these regulations—up 17 percentage points from 2019. Notably, consumers who are aware of privacy laws feel more secure regarding their data protection, with 81% expressing confidence compared to just 44% of those who are unaware.
Harvey Jang, Cisco’s Vice President and Chief Privacy Officer, emphasised the correlation between privacy awareness and consumer trust. “Our survey highlights the importance of privacy awareness in building consumer trust in brands and AI technologies,” Jang stated. He added that nearly 60% of consumers who know about privacy laws are comfortable using AI. “Broadening awareness and educating consumers about their privacy rights will empower them to make informed decisions and foster greater trust in emerging technologies.”
The survey also addresses the dual-edged nature of Generative AI (GenAI), revealing that 63% of participants believe AI can enhance their lives. The usage of GenAI has surged, with 23% of respondents employing it regularly, nearly doubling from the previous year. However, 44% remain unaware of its existence. While users derive value from GenAI in content creation, there are concerns surrounding safety, potential misuse, and societal implications.
Cisco’s Chief Legal Officer, Dev Stahlkopf, underscored the necessity for responsible AI usage. “78% of surveyed consumers feel that it is the responsibility of businesses to employ AI ethically, which underscores the vital relationship between Responsible AI and consumer trust,” he noted.
Privacy concerns are particularly acute among GenAI users, with 30% admitting to entering personal or confidential information into GenAI tools. This occurs despite 84% expressing apprehension about their data becoming public.
The survey reveals generational disparities in privacy awareness and action. More than 75% of consumers now refuse to purchase from organisations they do not trust with their data. Among younger consumers aged 25-34, 49% reported switching companies due to data policies, compared to just 18% of those aged 75 and older. The survey also indicates that 64% of consumers in the younger age bracket are aware of their privacy rights, compared to only 33% of those aged 65 and above.
Furthermore, there has been an uptick in consumers exercising their rights concerning personal data, with a notable increase in Data Subject Access Requests (DSARs) as 36% of respondents reported taking action, up from 28% last year. Once again, younger consumers lead this trend, with 46% engaging in such activities, in contrast to 16% of older individuals.
The survey highlights that consumers are increasingly utilising security tools to protect their data. In the year preceding the survey, 67% reviewed or updated their privacy settings on apps, while 68% reported using multi-factor authentication, and 61% employed password managers to enhance security.
Anthony Grieco, Cisco’s Senior Vice President and Chief Security and Trust Officer, stated, “Data is an asset we all must actively work to protect.” He expressed encouragement at the proactive steps respondents are taking to safeguard their personal information.
The survey also revealed that a substantial 70% of consumers believe that privacy laws have a positive impact, with only 5% perceiving a negative effect. There is widespread support for consistent privacy protections, with 77% favouring uniform rules across countries to establish baseline protections, and 81% of US respondents advocating for a federal privacy law.
