In Confidently’s most recent survey of Californians, we’ve learned that -- even in the face of a global pandemic -- privacy remains a top-of-mind concern. Consumers are more eager than ever to take back control of their personal data. More encouragingly, some have already begun to take up their new privacy rights.
But awareness of the CCPA and CPRA, California’s landmark privacy laws, is still low. Even those who have taken up their privacy rights have only acted with a handful of companies, far short of the hundreds of companies who have collected their data.
Much work must still be done to bridge the gap between Californians’ privacy interests and their ability to act on that interest. Confidently is committed to bridging that gap, by providing consumers with the tools they need to take back control of their personal data across their entire digital footprint.
In 2019, California became the first state to adopt comprehensive privacy protections when the legislature passed the CCPA (California Consumer Privacy Act). The CCPA empowers consumers with key privacy rights, including rights to know what personal information companies have collected, to delete their personal data, and to stop companies from selling it.
Then in 2020, most people’s worlds were turned completely upside down. How has this affected consumer sentiment towards privacy? Despite a turbulent 2020, Californians doubled down on privacy, adopting the CPRA (California Privacy Rights Act), a ballot initiative which provides more protection to consumers and teeth for the state to enforce privacy laws.
To gauge the sentiment of California consumers on privacy, Confidently first conducted a survey in April 2019 after the CCPA was passed. We then conducted a second survey in April 2020 after the pandemic hit, and we recently conducted a third survey in January 2021 to answer these questions. Our recent survey was conducted to a random sample of 200 Californians, with a margin of error of +/- 6%. Here’s what we found…
January 2021 Survey Results
Despite everything that’s happened in the last year, privacy remains top of mind for consumers. We applaud the CCPA and CRPA initiatives as they provide consumers long overdue rights to take back control over their personal data.
However, consumers need help -- and they’re primed for action. Not every consumer has the time to navigate the pages of legislation to understand their rights. Moreover, to effectively manage their privacy a consumer has to deal with hundreds of companies.