Wakefield-2020年数据隐私报告（英文）-2020.2-12页_521kb

Braze Data Privacy Report Summary (February 2020)

Core Content

This report presents findings from a survey conducted by Braze in late 2019, involving 2,000 nationally representative U.S. adults (including 800 parents) and 500 U.S. marketing executives (VP+). The main focus is on consumer concerns regarding online data privacy, the current regulatory landscape, and the potential for future changes. It also explores how businesses can balance data collection with consumer trust and privacy compliance.

Main Points

1. Consumer Awareness and Concerns

• U.S. adults are highly aware of online data collection, with 98% stating that protecting their data is important.
• 82% of U.S. adults consider data privacy very important, while 87% of parents feel the same about their children's data.
• 93% of U.S. adults have concerns about how websites use their personal data, with specific concerns around social media (62%), email (26%), messaging apps (24%), and games (20%).

2. Consumer Behavior

• 84% of U.S. adults have stopped engaging with a company due to privacy concerns.
• 71% have done so more than once, showing a pattern of behavior.
• 59% have deleted an app, 49% have stopped installing it halfway, and 34% have used an alternative email address.
• 86% of U.S. adults believe that losing some privacy is inevitable in today's digital world.

3. Marketing Executives' Perspective

• 94% of marketing executives agree that data privacy is important to consumers.
• 83% of marketers believe there is no need to protect consumer privacy beyond legal requirements.
• 52% of marketing executives feel the lack of legal clarity is a barrier to stricter privacy practices.
• 94% of marketing executives believe that federal data privacy laws would provide more clarity than current state-by-state legislation.

4. Regulatory Landscape

• The California Consumer Privacy Act (CCPA) is one of the most significant state-level data privacy laws in the U.S.
• 26% of consumers and 29% of marketing executives feel that federal government should be the main driver of privacy policy changes.
• 95% of U.S. adults believe that privacy laws should do more to protect personal data.

5. Consumer Compensation Preferences

• 60% of consumers are willing to share private data for cash, while 26% for product incentives and 21% for free content.
• 71% of marketing executives say their companies will increase investments in data privacy governance next year, with 32% expecting significant increases.

6. Business Strategy and Innovation

• 45% of marketing executives believe that stricter privacy laws would facilitate innovation.
• 94% of marketing executives agree that implementing stricter privacy standards before they are mandatory would provide a competitive advantage.
• The most cited benefits include improved brand perception, higher market valuation, industry leadership, cost savings, and being early-to-market.

7. Shift in Data Collection Strategy

• 74% of marketing executives favor collecting quality, targeted data over quantity.
• This indicates a shift toward a more thoughtful approach to data collection and use, which could benefit both consumers and businesses.

Key Information

• Transparency and control are key priorities for consumers.
• Parents are especially concerned about their children's online privacy.
• Federal legislation is seen as the most effective way to provide clarity and consistency.
• Consumer compensation is a growing trend, with cash being the most preferred form.
• Marketing executives are proactive in implementing privacy standards to gain a competitive edge.
• Data privacy is increasingly becoming a political issue, with 72% of consumers and 72% of marketing executives believing presidential candidates should discuss it more.

Conclusion

The report emphasizes that while consumers and businesses both recognize the importance of data privacy, there is a disconnect in how they value and approach it. Consumers prioritize transparency, control, and compensation, while marketing executives are more focused on compliance, cost, and competitive advantage. A national data privacy policy is seen as a necessary step to streamline regulations and build trust, with compromise being essential to satisfy all stakeholders.