Data privacy concerns surge among Americans, TELUS survey reveals

ONTARIO, CANADA — In a recent survey conducted by TELUS, a global communications and information technology company, Americans expressed growing concerns about data privacy and ethical data practices. 

The 2024 Data & Trust survey was conducted among 1,000 Americans. It highlights the increasing importance of data privacy in the minds of consumers and the need for organizations to prioritize responsible data management.

Rising awareness of data privacy

The survey reveals that 82% of Americans now view data privacy as more critical than ever. Furthermore, 74% worry about how organizations manage their personal data, underscoring the growing importance of ethical data practices in today’s rapidly evolving technological landscape.

Pam Snively, TELUS’ Chief Data & Trust Officer, commented on these findings: “As technology continues to advance at an unprecedented pace, it’s clear that people are becoming increasingly aware of and concerned about their data.”

Data privacy and reputation matter

The survey findings show that a company’s reputation for handling data plays a pivotal role in consumer decision-making. Eighty-eight percent of respondents stated that a company’s data privacy reputation influences their willingness to do business. 

Additionally, 86% reported that trust in a brand inspires them to purchase its products or services. Notably, two-thirds of consumers said they actively advocate for brands they trust by sharing reviews and recommendations on social media.

These results illustrate that consumers are not just worried about data security—they expect transparency and ethical behavior from companies.

Concerns over artificial intelligence 

The survey also touched on attitudes towards artificial intelligence (AI) development:

• 86% of Americans want to see AI developed with care.
• 81% believe it’s important for AI to be presented with clarity and transparency.
• 74% want AI development to involve consultation with everyday people, not just academics or technologists.

“We recognize the importance of developing technology with trustworthy practices and the value of engaging diverse voices in the development of our AI tools and services,” said Snively. 

“People are telling us what they need to trust data and AI: they want companies to ask for and listen to customer input, for data ethics experts to be involved, and for transparency in the explanations on how AI is used in a way that is understandable to everyone. Organizations need to listen and act on these concerns.”

As technology continues to evolve rapidly, the TELUS survey highlights the growing importance of data privacy and ethical practices in maintaining consumer trust. Organizations that prioritize transparency and responsible data management are likely to gain a competitive edge in an increasingly privacy-conscious marketplace.