Behind the click: Understanding consumer behavior online

In a previous blog post, we discussed how consumers are taking matters into their own hands when it comes to safeguarding their most sensitive information. In fact, 97% of respondents to our new Privacy Beyond Borders report told us they’ve taken at least one action to protect their online data.  

But the responsibility shouldn’t fall entirely on consumers’ shoulders. The report revealed that consent fatigue is running rampant, and it’s causing consumers to gloss over the fine print:  

• 73% of consumers feel overwhelmed by the number of consent requests when using online services 
• 33% admitted to rarely or never reviewing privacy policies before using online services or apps 
• 62% said they’ve consented to data sharing without considering the consequences, and half of these consumers have had their personal information leaked in a data breach as a result 

Additionally, we found that European consumers were 160% more likely than US consumers to never read a cookie consent popup before clicking a response, likely because they are 100% more likely than US consumers to never click “accept all cookies.”  

Let’s dive into consumers’ expectations surrounding their data and how your business can rise to the occasion.  

Preference is king  

With more than half (53%) of consumers agreeing they’ve abandoned an online transaction due to concerns about a company’s data security in the past 12 months, businesses have an urgent need to demonstrate their respect for consumer preferences and, above all else, the safety of their data.  

We asked respondents how companies can make them feel more comfortable, and consumers had this to say:  

• 69% desire clear expectations of how their data will be used 
• 69% want the use of encryption and secure data storage practices  
• 68% would like the ability to control the types of data collected  

Consumers are also hungry for personalization: 48% say that a lack of personalized content sways them to opt out of marketing emails from brands. US consumers place especially high value in personalization, as those in the US were 25% more likely than those in Europe to say this.  

And amid an influx of marketing messages sent to their phones and email inboxes, 49% of consumers would prefer to select the specific types of communications they receive from brands. With 51% preferring to completely unsubscribe or opt out of all communications, it’s evident that businesses must rethink their current outreach strategies to remain in their customers’ good graces.  

To summarize, consumers across the globe moreover want the same things: more transparency, more personalization, and more control. Book a demo with Cassie today to see how consent and preference management can help your business stay on top of changing consumer needs.  

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