Across borders: Mapping the global landscape of online data privacy

With so much of our personal and professional lives taking place online and within digital applications, safeguarding sensitive information has never been more critical – or more complex. 

To understand privacy concerns and priorities on a global scale, Cassie surveyed over one thousand adults from the United States, United Kingdom, Europe, and Canada. We found that while online behaviors differ from region to region, a few truths remain the same regardless of location: the vast majority of consumers (93%) told us they’re concerned about the security of their personal information online. Seventy-three percent shared they don’t feel informed about their data privacy and protection rights, and 59% say these concerns have increased in the past year.   

To better meet the needs and expectations of their global customers, business leaders first need a keen understanding of the top privacy challenges consumers face. Let’s explore.  

Universal findings

Across the board, respondents told Cassie they want more transparency and control: 95% of all consumers wish companies were more transparent about their data collection and sharing practices, and 84% feel they don’t have enough control over their personal data.  

Many are calling on governing bodies to pick up the slack. Sixty-four percent don’t believe their country’s data privacy regulations adequately protect their personal data. Another 85% lack confidence in the consistency and effectiveness of data privacy regulations across different countries. Business leaders take note: to account for this, 94% believe companies should adhere to the strictest data privacy regulations globally – regardless of the specific country in which they operate.  

With British consumers 53% more likely than their US counterparts to express trust in their country’s data privacy regulations, let’s take a closer look at how attitudes and preferences differ from region to region.  

Regional variances

We asked respondents what makes them more comfortable interacting with websites in regard to their data privacy, and uncovered the following:  

• US consumers were 24% more likely than those in the EU to value the site’s trustworthiness/reputation.  
• EU consumers were 17% less likely than average to value the use of encryption and secure data practices.  
• UK consumers were 34% more likely than their US counterparts to prefer interacting with sites that showcase compliance with privacy regulations.  

The Privacy Beyond Borders study also revealed that Canadian consumers were 57% more likely than US consumers to feel uninformed about data privacy regulations, but 26% less likely than those in the US to be willing to pay to preserve their privacy.   

Over the next few weeks, we’ll share additional findings from the report surrounding views on data governance and responsibility and guidance on understanding consumers’ online behavior. Keep your eyes on Cassie for more insights to ensure you’re living up to customers’ latest privacy expectations.  

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