What: Cisco’s 2024 Consumer Privacy Survey  highlights how privacy has become a powerful driver of consumer behaviour.

Why it is important: As AI applications expand, people are becoming increasingly conscious of how their data is handled, choosing to engage with brands that prioritise ethical data use.

75% of respondents indicated that trust in data practices influences their buying choices. Businesses now face a marketplace where data ethics directly impact their competitive standing. This survey captures insights from over 2600 consumers across 12 countries and reveals that public awareness of privacy regulations, brand accountability, and ethical AI practices have become top priorities. Notably, increase in public awareness around privacy laws rose significantly to 53% this year. Consumers are more likely to switch providers over perceived data misuse, and a significant number have exercised their data rights under privacy laws. For businesses, this means that fostering a privacy-conscious culture is not just about compliance but about engaging a growing consumer segment that values and demands accountability.

Privacy and trust shaping consumer preferences

 Cisco 2024 Consumer Privacy Survey