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1、Consumer NavigatorOctober 2022The State of Data Privacy 2022Contents01Top Consumer Insights02Consumer Sentiment About Data Privacy03Trust&Responsibility to Safeguard Data04Making Data Sharing with Brands Worthwhile05Closing Thoughtsdentsu Consumer Navigator-State of Data Privacy 2022Contents0101Top

2、Consumer InsightsTop Consumer Insights02Consumer Sentiment About Data Privacy03Trust&Responsibility to Safeguard Data04Making Data Sharing with Brands Worthwhile05Closing Thoughtsdentsu Consumer Navigator-State of Data Privacy 2022Technology is shaping our notion of privacy.While once people believe

3、d that surveillance was exclusively directed at wrong doers,our findings show that privacy is now a concern every time they connect online.Digging deeper,younger generations,for whom privacy is linked to digital identity hold a more nuanced understanding.Consumers embrace data as an asset.Compared t

4、o 2020,the share of consumers who view personal data as something they own rose 9-percentage points to 89%.This is coupled with sharp change of perspective on who is primarily responsible for data safety from companies to individuals.Brands can better empower consumers.While 2 in 5 consumers tell us

5、 they have reduced the data they share with companies in the past year,very few are doing so consistently.Our survey finds that consumers need education on data sharing and more intuitive privacy experiences.Top Consumer Insights|Navigator|Navigator01dentsu Consumer Navigator-State of Data Privacy 2

6、022Being reliable and transparent earns trust.Compared to 2021,more consumers today value brands that do not share their personal data with other companies,are transparent about how data is being used and maintain a good reputation,with no data breaches or misuse scandals.Providing a clear value-exc