BritePool/Annenberg Research (March 2019 Findings)

Click for our latest research findings, announced July 16, 2019

Research Goals:

  • Gauge overall utility of Internet usage, proclivity toward privacy/security actions, and attitudes toward data sharing and privacy
  • Measure interest in enrolling in BritePool
  • Test features of the service and determine which are most likely to increase enrollment likelihood
  • Identify target audience for future research

Methodology:

  • Online web panel survey of American consumers 18+
  • Survey conducted March 21 – 25, 2019
  • 1,513 interviews
Summary of findings:

Consumers distrust the online ecosystem
76% want new Federal protection with privacy rules

 

Only 70% have seen a
lot about current privacy rules being implemented

 

85% are aware that their browsing behavior is being tracked online

 

 

 

 


Consumers see value in their data
36% strongly agree and 72% strongly or somewhat agree that their data has real monetary value

 

46% strongly agree and 79% strongly or somewhat agree that they are unhappy that companies are profiting from their data

 

 

 

 


Consumers distrust the online ecosystem
46% distrust FB [1,2 or 3 on 7 point scale]

 

76% want new Federal protection with privacy rules

 

Only 70% have seen a lot about current privacy rules being implemented

 

85% are aware that their browsing behavior is being tracked online

 

 

 

 


Consumers distrust the online ecosystem
46% distrust FB [1,2 or 3 on 7 point scale]

 

74% have cleared their browsing history

 

47% strongly agree and 82% strongly or somewhat agree that they are concerned about companies selling their data to advertisers and other companies.

 

 

 

 


Control is the most important offering
73% want to access their personal data and have it deleted whenever they want [6 or 7 on a 7 point scale]

 

71% want it made clear how and why their personal data will be used [6 or 7 on a 7 point scale]

 

61% want to be able to access their personal profile and see how ads have been targeted toward them [6 or 7 on a 7 point scale]

 

 

 

 


Consumers are interested in incentives for Participation
64% support a policy that forces sites like FB pay for data

 

40% very much want to receive reward points in programs in which they participate [6 or 7 on 7 point scale]

 

Only 21% want to receive more personalized ads and product recommendations [6 or 7 on a 7 point scale]

 

 

 

 


When asked about enrolling in our free service

 

Consumers want a solution
40% would enroll in free service to protect personal data [6 or 7]

 

21% would sign up for BritePool today [7]