The 2022 Global Digital Consumer Trends Index, released by Cheetah Digital, in conjunction with eConsultancy, shows that customers facing tightening regulations are more privacy-conscious than ever online.
The report notes huge rises in those turning to incognito browsing (50 percent increase), a PC cleaner (48 percent increase), password generator (40 percent increase), ad blocking tech (37 per ent increase), paid for premium software (31 percent increase), and a password manager (31 percent increase).
Most consumers are still happy to trade personal data for personalised content, but they prefer brands only use data that they’ve explicitly shared directly to the brand (zero-party data). Anything more than that is considered “creepy”.
Punters think that the creepiest methods are ads based on location data (67 percent), retargeting ads derived from tracking cookies (62 percent), and ads related to something they discussed near a smart device (61 percent).
