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Of those that use GenAI regularly ( 12 %), only half indicated that they were refraining from entering personal or confidential information into GenAI applications . It is notable that the other 50 % may indeed be entering personal or confidential information . This is despite 88 % of respondents indicating that they would be ‘ Somewhat ’ or ‘ Very ’ concerned if their data entered in GenAI were to be shared .

Young consumers championing data privacy

This year , 33 % of respondents qualify as ‘ Privacy Actives ’: they care about privacy , are willing to act to protect it and have acted , for example by switching companies or providers because of their data policies or data sharing practices . Younger consumers are the most willing to take action to protect their privacy . Just under half ( 42 %) of consumers aged 18 – 34 are Privacy Actives , a percentage that steadily decreases with age .

The percentage of consumers requesting data deletions or change rose to 19 %, up from 14 % in 2022 . Again , this is highly correlated with age : 32 % of consumers aged 18 – 24 make data deletion or change requests compared to only 4 % of older consumers .

Public awareness of privacy laws continues to be relatively low with 46 % of respondents aware of their country ’ s privacy law . Those who are aware of the law are more likely to feel they can adequately protect their data : only 40 % of those unaware of their country ’ s law feel they can protect their data compared to 74 % of those who are aware of the law . A total of 68 % of consumers aged 18 – 24 feel they can protect their data and this gradually declines to 47 % of consumers over age 65 saying so .

Role of laws and governments

Many consumers look to the government to set the standard of care and enforce privacy protections . Half ( 50 %) of respondents said national or local government should have the primary role in protecting data , whereas 21 % said private companies should be primarily responsible for protecting data .

Consumers are split on the value of data localisation . Most have heard about such requirements and 76 % indicated initially that data localisation might be good . However , when considering the cost associated with it , thereby making products and services more expensive , only 44 % were in favour of data localisation . �

A MAJORITY OF RESPONDENTS ( 54 %) SAID THEY ARE WILLING TO SHARE THEIR ANONYMISED PERSONAL DATA TO HELP IMPROVE AI PRODUCTS AND DECISION- MAKING .