Tuesday, October 13, 2020

90% of consumers ages 18-24 are willing to share smartphone data if privacy protections are offered

Market Snapshot analyzes consumer research on attitudes on data sharing and personal experiences with COVID-19

Parks Associates research finds consumers in US broadband households are generally willing to participate in contact tracing, including sharing smartphone data, to help combat the coronavirus outbreak, although willingness varies based on age and their personal experience with the disease. The Market Snapshot COVID-19 Contact Tracing: Consumer Perspectives reports among heads of US broadband households ages 18-24, 90% are willing to share smartphone data if privacy protections are offered. In contrast, just over 63% of those age 65+ are willing to share data.

Higher income households and those with higher levels of education are also more likely than lower income households and those with lower educational attainment to share their data.

“As COVID-19 continues to spread, more people will know someone who has contracted COVID-19, which will likely increase their willingness to share smartphone data,” said Jennifer Kent, Senior Director, Parks Associates. “Already 93% of US broadband households report lifestyle changes to limit the spread of the disease, so smartphone data in aid of contact tracing gives consumers an opportunity to take an active role in combating the virus.”

Consumers’ attitudes toward the virus impact their willingness to share data, creating some unusual demographic trends. Specifically, younger respondents are more willing to share smartphone data than are older respondents, even though the risks of COVID-19 intensify with age. Also, racial minorities are more willing to share smartphone data than are non-Hispanic whites.

For more information, contact sales@parksassociates.com. To request data or an interview, please contact Rosey Ulpino at rosey@parksassociates.com, 972.996.0233.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

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