Survey: US consumers prioritize data privacy, favor companies with strong data practices, and seek transparency in AI development.
TELUS, a leading global communications and information technology company, released findings from its 2024 Data & Trust survey, revealing growing concerns about data privacy among American consumers. The survey revealed that an overwhelming majority of Americans (82%) believe data privacy matters more to them now than ever before, with many (74%) expressing worry about how organizations handle their data. The survey, conducted by TELUS, a company recognized for its commitment to customer privacy and data security, examined Americans’ attitudes towards data privacy, trust in organizations, and expectations for responsible data practices, highlighting the critical need for companies to prioritize ethical data management and transparency as Artificial Intelligence (AI) and other technology rapidly evolves.
Key findings from the TELUS Data Trust Survey 2024 include:
- Reputation matters: 88% of respondents consider a company’s reputation for data handling important when deciding to do business with them.
- Trust inspires action: 86% agree that their trust in a business inspires them to buy or use that company’s products and services. Moreover, two-thirds of respondents (67%) will advocate for brands they trust, telling friends and family, posting on social media, and sharing reviews.
- Worries about data: 74% expressed concerns about what organizations do with their data.
- Privacy is on our minds: 52% of people think about their data privacy daily, indicating a high level of awareness and concern.
“As technology continues to advance at an unprecedented pace, it’s clear that people are becoming increasingly aware of and concerned about their data,” said Pam Snively, TELUS’ Chief Data & Trust Officer. “At TELUS, we recognize that trust is the cornerstone of the relationship with our customers and communities, which is why we integrate trustworthy practices into everything we do, ensuring that as technology such as AI evolves, our commitment to respecting our customers’ data and protecting their privacy remains unwavering.”
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Artificial intelligence needs to be developed carefully
It is no surprise that there are strong feelings about artificial intelligence (AI) and its development when it comes to trust and technology, with 86% of Americans wanting to see AI develop with care. Having AI presented with clarity and transparency is important to Americans (81%). Finally, 74% of respondents want AI development done in 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 developing 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.”
TELUS remains committed to leading by example in data trust, privacy and security, continuously evolving its practices to meet customers’ and communities’ changing needs and expectations. It was the first organization in the world to secure the ISO 31700-1 Privacy by Design certification, the first telecom to sign a voluntary AI code of conduct introduced by the Canadian federal government, and has won several international awards for its work, including the Responsible AI Institute’s Outstanding Organization prize. TELUS also participates in many international forums to influence the development of sustainable data and technology practices, including joining the Department of Commerce’s National Institute of Standards and Technology (NIST) U.S. AI Safety Institute Consortium (AISIC), acting as a member of the Canadian delegation for G7 Business, and forming a strategic partnership with Mila – Quebec Artificial Intelligence Institute, for example. By prioritizing trust, TELUS aims to create a future where everyone can confidently embrace the benefits of technology.
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The 2024 Data Trust Survey was conducted among 1,000 Americans representative of the general population of adults, weighted on age, gender, and region according to the 2020 census figures for the American sample.
