Millennials Care More About Privacy Than any Other Generation

It is a common misconception that ‘young people don’t care about privacy,’ but it’s becoming clear that quite the opposite is true. Research conducted by Contagious Communications and global insight and brand consultancy Flamingo, across the US and UK, demonstrates that millennials and post-millennials are considerably more concerned about privacy than other generations and this is manifesting itself in how they interact both with their peers, and with brands.

Millennials are 28% more likely to switch products or services because of privacy concerns than the rest of the population

  • 54% of people aged between 18 and 34 in the US have stopped using a product or service because they were worried about the way it was using their personal data.
    • This is compared to 42% of the general population and 33% of people over 55.
  • 48% of people aged between 25 and 34 in the UK have stopped using a product or service because they were worried about the way it was using their personal data, for example.
    • This is compared to 33% of the general population and 30% of people aged 55-64.

“Young people are increasingly aware that their information has value, and brands regularly trade in it to their advantage,” said Arunima Kapoor, Associate Director at Flamingo. “But there is a disconnect between the value people place on their information and brands who trade in it. They are demanding a fair exchange and want to negotiate the terms to mutual advantage.”

Young people are also more willing to pay a premium to ensure their privacy

  • In the UK, 45% of people aged 18-34 would be willing to pay a premium in exchange for total confidentiality when buying products and services online.
    • This compares to 30% of the population, and 22% of people aged 45-54.
  • 25-34 year olds in the UK would pay a privacy premium of 30%. Meanwhile, those aged 34-64 would only pay 18% more.

More details on the ‘Privacy in Perspective’ study, including a full break down of the data as well as Flamingo’s consumer research on privacy, can be found here: http://www.contagious.com/blogs/news-and-views/14048709-privacy-in-perspective-and-numbers

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »