From Walking Around Naked to Updating Facebook Privacy Settings, Younger Generation's Views On Privacy Are Changing
Survey from online privacy company Abine finds that definitions of privacy and ways in which we maintain it are rapidly evolving in the 21st century with the potential to drive industry growth
Apr 23, 2013, 09:05 ET
BOSTON, April 23, 2013 /PRNewswire/ -- A recent survey by Abine, Inc. reveals generational differences in privacy views, as well as common trends with the potential to drive growth of the online privacy market. While 45 percent of Baby Boomers (ages 49-67) say they worry "often" about privacy, younger generations (Millennials, ages 18-30) are more likely to include the Web in their definition of privacy and have taken proactive steps to protect themselves, such as creating content to improve Google search results or using multiple email addresses.
According to Abine's survey of 1,004 U.S. Internet users, Baby Boomers and Millennials differ in their perceptions of privacy and how they approach maintaining it. Baby Boomers are 74 percent more likely to choose a traditional, offline description of privacy ("the right to be free from others watching me") and be less concerned with guarding their privacy in person (Baby Boomers are 42 percent more likely to walk around naked in locker rooms). Millennials are 177 percent more likely to choose a modern, data-centric definition ("being able to delete anything about me online").
Despite these differences, there are significant trends showing that online privacy matters to everyone and has the potential to shape the privacy industry in the 21st century:
- 90 percent of all respondents say they worry about their privacy
- More than half (51 percent) say they would pay for greater privacy protection
- Older generations are 105 percent more likely to pay more than $100/year, while younger generations are 20 percent more likely to pay up to $10/year
- Most people worry about giving out their personal information online, with 85 percent listing disclosure of credit card numbers and 82 percent indicating contact information (i.e., email, phone number and home address) as a primary privacy concern
"Consumers rate privacy as more important than ever, yet they have less control over when and where their personal information is shared than ever before," said Bill Kerrigan, Abine CEO. "The fact that more than half of respondents would be willing to pay for more online privacy shows a real market demand for solutions. This shared consumer mindset and growing concern over the rise of big data will determine the future of the privacy industry."
The survey also found that while 97 percent of respondents have taken some action to protect their online privacy, Millennials tend to use a wider variety of privacy tools and techniques:
- Millennials are 15 percent more likely to have used in-browser privacy features, like Do Not Track or private browsing mode
- Millennials are 214 percent more likely to have created content to improve search results for their names
- Millennials are 126 percent more likely to have used a private search engine and 37 percent more likely to have used a proxy or Virtual Private Network (VPN)
- Baby Boomers are 25 percent more likely to have done nothing to protect their online privacy
Additional generational differences revealed by Abine's survey include:
- Millennials are 84 percent more likely to distrust Facebook with their data
- Millennials are 23 percent more likely to be worried about their social information online (e.g., friends, likes, posts, tweets and interests)
- Baby Boomers are 33 percent less likely to share their email passwords
- Millennials are 23 percent more likely to worry about censoring themselves online out of fear that what they say will come back to haunt them in the future
Abine leads an emerging industry of consumer privacy companies creating tools to help consumers proactively take action and address the lack of online privacy control today. More than four million consumers have downloaded Abine's free tracker-blocking tool, DoNotTrackMe (DNTMe). The company expects a run rate of more than 15 million DNTMe downloads by the end of 2013.
Abine provides consumers with online privacy solutions that are innovative, easy to use, and work for everyday web users. With proven tools, Abine enables people to both benefit from the Web and retain control over their personal information. Abine is backed by premier venture capital firms Atlas Venture and General Catalyst Partners. Abine: Online Privacy Starts Here™. Abine.com.
SOURCE Abine, Inc.
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