- The 2024 Cisco Consumer Privacy Survey* reveals most consumers
(53%) are now aware of privacy laws, and informed consumers feel
significantly more confident about protecting their data (81% vs.
44%).
- 63% of consumers believe AI can be useful in improving their
lives, and 59% say strong privacy laws make them more comfortable
sharing information in AI applications.
- 30% of Generative AI users enter personal or confidential
information into these tools despite 84% saying they are concerned
about data entered in GenAI going public.
SAN
JOSE, Calif., Oct. 30,
2024 /PRNewswire/ -- Today, Cisco (NASDAQ: CSCO)
released its 2024 Consumer Privacy Survey, an annual global review
of consumer perception and behavior regarding data privacy. This
year's survey highlights the critical role of privacy rights
awareness in fostering consumer trust and confidence in emerging
technologies like Artificial Intelligence (AI).
Awareness of privacy laws enhances consumer confidence in
AI
Consumer awareness is on the rise. This year, 53% report being
aware of their national privacy laws, a 17-percentage point
increase compared to 2019. Informed consumers are also much more
likely to feel their data is protected (81%) compared to those who
are unaware (44%).
"Our survey highlights the importance of privacy awareness in
building consumer trust in brands and AI technologies," says
Harvey Jang, Cisco Vice President
and Chief Privacy Officer. "Nearly 60% of consumers aware of
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 opportunities and challenges of Generative
AI
The survey reveals that 63% believe AI can be useful in
improving their lives. The use of Generative AI (GenAI) has nearly
doubled, with 23% of respondents using it regularly, up from 12%
last year. However, 44% of surveyed consumers remain unaware of
GenAI. While users say they are gaining significant value from
GenAI supporting content creation work, they are concerned about
safety, potential misuse and societal risks.
"AI's growing influence in our daily lives brings attention to
the need for its responsible and safe use," says Dev Stahlkopf,
Cisco's Chief Legal Officer and Executive Vice President. "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."
Focusing on privacy, 30% of GenAI users say they enter personal
or confidential information, including financial and health
details, into GenAI tools. This is despite 84% being concerned
about that data going public.
Young adults take action to protect privacy, seniors fall
behind
Privacy and data protection has evolved from relative obscurity
to a customer requirement with more than 75% of consumers saying
they won't purchase from an organization they don't trust with
their data. This translates into concrete actions as more consumers
are becoming "Privacy Active," particularly younger ones. To
safeguard their privacy, 49% of consumers aged 25-34 have switched
companies or providers over their data policies or data-sharing
practices, compared to just 18% of those aged 75+.
The survey found that consumers aged 25-34 are also most aware
of their privacy rights (64% vs. 33% of those aged 65+). It
also shows a significant increase (36% vs. 28% last year) in how
consumers exercise their right to access, correct, delete or
transfer their personal data via Data Subject Access Requests
(DSARs). Once more, younger consumers lead the way, with 46% of
them taking these actions, compared to only 16% of those aged
65+.
In addition, consumers are leveraging security tools to
safeguard their data. In the 12 months prior to the survey, 67%
reviewed or updated their privacy settings in apps or platforms.
68% say they use multi-factor authentication, and 61% use a
password manager to protect and keep track of their
passwords.
"Data is an asset we all must actively work to protect," says
Anthony Grieco, Cisco Senior Vice
President and Chief Security and Trust Officer. "From using
multi-factor authentication to making sure that users know very
clearly and easily who can access information as it is shared, we
are encouraged by respondents taking action to protect their
personal information."
Consumers support strong privacy protections and favor more
consistent rules
A significant majority (70%) of all consumers surveyed believe
that privacy laws have a positive impact, with only 5% perceiving a
negative impact. They increasingly favor privacy protections, with
77% of respondents supporting similar rules across countries and
regions to ensure baseline privacy protections. In the US, 81% of
respondents favor a US Federal Privacy law.
*
|
The Cisco 2024
Consumer Privacy Survey is an annual global review of consumers'
perceptions and behaviors on data privacy. The 6th
edition of this research surveyed anonymously 2600 consumers in
Australia, Brazil, China, France, Germany, India, Italy, Japan,
Mexico, Spain, UK, US.
|
Additional Materials
- 2024 Cisco Consumer Privacy Survey
- Infographic
- How safe is our data? Consumers want to know
About Cisco
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