As connected devices, digital services, and artificial intelligence become embedded in everyday life, consumer concern about data use, surveillance, and digital vulnerability continues to grow. New research from Parks Associates suggests that consumer confidence in the security of their data is slipping—and not only that, it is also starting to impact adoption.
The new report shows that after years of gradual improvement in consumer confidence, trust levels are declining: fewer consumers today believe they can trust companies with their data or that they receive meaningful value in return.
Three-quarters of consumers are concerned about personal data security and there are growing concerns about hackers and tech companies. The researchers present a compelling argument that privacy and security are once again among the top barriers to smart home adoption and this could signal a fundamental shift.
Building on longitudinal research dating back to 2018, this flagship study tracks consumer sentiment, behaviours, and expectations related to privacy and data security across smart home, streaming, health, and AI-powered services. It quantifies adoption of privacy tools, security best practices, and willingness to share personal data in exchange for value. The research also measures trust in technology providers, the impact of AI transparency on consumer comfort, and changing definitions of digital safety in a connected world.
Privacy and security are primary decision drivers for consumers. For providers, growth will depend on delivering visible, verifiable, and user-controlled protections that rebuild trust. The new research offers interested parties an opportunity to explore the findings and to understand what is changing—and how to respond.
