https://techmonitor.ai/policy/privacy-and-data-protection/the-rise-of-the-privacy-actives

A third of consumers care enough about privacy to ditch a service provider in response to its data protection practices, according to a new global survey by network equipment provider Cisco. The study also reveals that a little under 50% of consumers feel able to control their personal data, largely because it is too hard to find out what companies are doing with it.

This year’s Consumer Privacy Survey, conducted in June among 2,600 adults in 12 countries including the UK, US, China, France and Germany, found that 32% of adult citizens are what Cisco calls ‘privacy actives’ – people who not only care about data privacy, but also are willing to take action to protect it and have already done so in the past. This proportion has remained roughly stable throughout the past three years’ surveys. The highest proportion of those with attitudes labelling them ‘privacy actives’ was found among respondents aged 25 and 34 (44%).