To share or not to share What consumers really think about sharing their personal information Figure 2. Consumers have become more open to sharing certain information with businesses Percentage of US respondents that said that they would be willing to share these kinds of information with “companies whose products or services I purchase.” 2012 6% 2.1x 2014 7% increase 2016 15% 2012 7% 2.4x 2014 5% increase 2016 12% Website activity Social postings Sample size: 5,000 (2012), 4,234 (2014), 1,538 (2016). Source: 2012, 2014: J. D. Power and Associates/SSI consumer survey; 2016: Deloitte/SSI 2016 consumer survey. Deloitte University Press | dupress.deloitte.com Figure 3. Younger consumers take more protective action Percentage of US respondents who agreed that they have taken action in last 12 months “due to concerns over data privacy.” 17% Adjusted privacy 25% settings on my mobile phone 25% 33% 18% Adjusted privacy 22% settings on 24% social media 26% 9% Provided fake 10% information to companies 13% 19% Boomers Gen X Gen Y Gen Z Sample size: 374 (Boomers), 306 (Gen X), 558 (Gen Y), 301 (Gen Z). Source: Deloitte/SSI 2016 consumer survey. Deloitte University Press | dupress.deloitte.com 33