The data disconnect: Protecting personal information to inspire customer trust

Data breaches are on the rise. In 2020, there was a 141% increase in compromised records compared to 2019. At the same time, consumers are increasingly demanding privacy and control over their own data. And as a result, many governments have adopted new data protection regulations — and businesses are feeling the pressure.

New consumer research conducted by Ground Labs uncovers a disconnect between what consumers know, what they want, and what businesses are providing. Our team surveyed 1,000 U.S. respondents of all ages and genders through the Google Surveys Publisher Network during the months of August and September 2021. For the full findings, download our infographic: “The data disconnect: Protecting personal information to inspire customer trust.”

Key findings include:

• The disconnect: Even though 39% of respondents say they would like to see increased government regulations around data privacy, 71% are unaware of consumer data protection laws like the California Consumer Privacy Act (CCPA) or General Data Protection Regulation (GDPR).
• Americans lack familiarity with data protection best practices: 71% either never or only occasionally read data sharing disclaimers to find out why their personal data is being collected and what it will be used for. And 23% have had their personal information or data compromised in a data breach and proceeded to use/work with the company as usual.
• Consumers don’t trust organizations with their data: 38% never provide their personal data and 40% are unlikely to provide it, even if an organization requests it.

Data discovery is the first step:

The first step in achieving proactive compliance and maintaining customer trust is to develop a baseline understanding of what data your organization has and where it resides. This is a process known as data discovery. Keep your customer data safe by implementing data discovery, the foundation of any successful data protection program.

Learn about Ground Labs' data discovery tools