Data Transparency’s Essential Role in Building Customer Trust CISCO 2022 CONSUMER PRIVACY SURVEYIntroduction 03 Key Highlights 03 Results 04 Section 1: Transparency’s role in consumer trust and confidence 04 Section 2: Actions consumers take to protect their privacy 07 Section 3: Artificial Intelligence and automated decision-making using personal data 11 Section 4: Privacy laws and government’s role in protecting data 14 Section 5: Consumer views on the value of localization 17 Conclusion: Recommendations for organizations and individuals 19Table of Contents © 2022 Cisco and/or its affiliates. All rights reserved.Introduction Even with privacy laws enacted in more than 130 countries around the world, consumers are not confident that their personal data is safe. While the laws and regulations provide helpful oversight, consumers still want organizations to be more transparent about how their personal data is being used. In addition, evolving and innovative technologies are making it even harder for consumers to trust the companies with whom they share their data. In response to these challenges, many consumers are taking action to better protect themselves and their data. This report, our fourth annual review of consumer privacy, explores current trends, challenges, and opportunities in privacy for consumers. It draws upon data gathered in June 2022 from a double-blind survey where the respondents did not know who was conducting the study and individual respondents were similarly unknown to the researchers. Respondents included 2600 adults (18 years and older) in 12 countries (5 Europe, 4 Asia Pacific, and 3 Americas).1 Participants were asked about their attitudes and activities regarding companies’ use of personal data, and awareness and reaction to privacy legislation, artificial intelligence (AI), and data localization requirements. The findings from this research demonstrate the growing importance of consumer privacy and highlight what this means for the businesses and governments that serve them.Key highlights: 1. Transparency is an essential element of trust, and consumers rank transparency as the most important thing organizations can do to build and grow trust when it comes to dealing with their personal data. 2. Consumers are taking action to protect their personal privacy and data, including changing providers, inquiring about the data organizations have about them, and regularly turning off home listening devices. 3. Consumers are very concerned about the use of their personal information in AI applications, but organizations that apply and use AI can still take steps to earn and build their trust. 4. Privacy laws continue to be viewed very positively by consumers around the world, but awareness of these laws and the protections they afford remain low. 5. Consumers are split on the value of data localization requirements with many indicating that local data storage may not be worth the added costs. © 2022 Cisco and/or its affiliates. All rights reserved. Cisco 2022 Consumer Privacy Survey | 3 1 Australia, Brazil, China, France, Germany, Italy, India, Japan, Mexico, Spain, the United Kingdom, and the United StatesResults Section 1: Transparency’s role in consumer trust and confidence Consumers often need to provide their personal data to organizations to access goods and services. Consumers look to these organizations to be truthful and transparent about their data practices and expect the organizations to treat their personal data responsibly— all essential elements of trust. In this year’s survey, 76 percent of respondents said they would not buy from a company who they do not trust with their data. In addition, 81% of respondents agreed that the way an organization treats personal data is indicative of how it views and respects its customers. This year’s percentage is the highest since we began tracking it in 2019. See Figure 1.