BritePool/Annenberg Research

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

  • Consumer distrust the online ecosystem
  • Consumers see value in their data
  • Control is the most important offering
  • Consumers are interested in incentives for participation
  • Consumers want a Solution

Q42:76% want new Federal protection with privacy rules

Q29:Only 70% have seen a lot about current privacy rules being implemented

Q30:85% are aware that their browsing behavior is being tracked online

Q33:36% strongly agree and 72% strongly or somewhat agree that their data has real monetary value

Q37:46% strongly agree and 79% strongly or somewhat agree that they are unhappy that companies are profiting from their data

Q22:46% distrust FB [1,2 or 3 on 7 point scale]

Q42:76% want new Federal protection with privacy rules

Q29:Only 70% have seen a lot about current privacy rules being implemented

Q30:85% are aware that their browsing behavior is being tracked online

Q35:41% strongly agree they would block every online ad if given a way to do so

Q15:74% have cleared their browsing history

Q40:47% strongly agree and 82% strongly or somewhat agree that they are concerned about companies selling my their data to advertisers and other companies.

Q49:73% want to access their personal data and have it deleted whenever they want [6 or 7 on a 7 point scale]

Q50:71% want it made clear how and why their personal data will be used [6 or 7 on a 7 point scale]

Q53:61% 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]

Q68:64% support a policy that forces sites like FB pay for data

Q87:40% very much want to receive reward points in programs in which they participate [6 or 7 on 7 point scale]

Q61:Only 21% want to receive more personalized ads and product recommendations [6 or 7 on a 7 point scale]

Q64: When asked about enrolling in our free service

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

21% would sign up for BritePool today [7]

  • People who have taken many privacy actions
  • Heavy users and heavy shoppers

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