38% of United States consumers accept all cookies less frequently than three years ago, and 46% now consistently review cookie banners before sharing data. Thirty-seven percent of consumers have adjusted privacy settings, while 35% use ad blockers or privacy-centric browsers. Thirty-five percent accept only essential cookies, and 16% further customize settings to reduce data sharing. Sixty-five percent of U.S. consumers feel they have become the product, similar to 62% globally. Trust levels differ by sector: banking and financial organizations score highest trust at 57%, while the automotive industry scores lowest at 14%.
Furthermore, while consumers may have used to ignore privacy notices, now 46% consistently review cookie banners before choosing to data share. Key findings from the report include: 37% of consumers have adjusted their privacy settings 35% leverage ad blockers or use privacy-centric browsers 35% only accept essential cookies, and an additional 16% further customize their settings to reduce data sharing
35% leverage ad blockers or use privacy-centric browsers 35% only accept essential cookies, and an additional 16% further customize their settings to reduce data sharing 65% of U.S. consumers feel as though they themselves have "become the product," comparable to a global 62%. Trust varies between sectors, with banking and financial entities leading at 57% and the automotive industry at the bottom (14%).
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