Privacy and Trust: Italians increasingly aware of their data

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Awareness of privacy laws is increasing among Italian consumers: 69% say they are aware of them, and 89% feel safer knowing that their data is adequately protected. This is what emerges from the Consumer Privacy Survey 2024 , Cisco's annual study that analyzes consumer perceptions and behaviors on the management of personal data.

In particular, young people between 25 and 34 years old telegram data
are proving to be the most active in protecting their privacy: 49% of them have chosen to change companies or providers due to policies deemed inadequate, compared to only 18% of those over 75. A figure that highlights the growing interest of the new generations towards the ethical and secure management of personal information.

Awareness makes the difference
Cisco's survey highlights how knowledge of privacy laws positively influences consumer trust in emerging technologies, especially Artificial Intelligence (AI). Globally, 60% of those who are aware of these regulations feel comfortable using AI-based tools. In Italy, 68% of consumers recognize the benefits of AI in their daily lives, while maintaining reservations about potential abuse or social risks.

“Our survey highlights the importance of privacy awareness in building consumer trust in brands and AI technologies,” said Harvey Jang , Cisco Vice President and Chief Privacy Officer. “Nearly 60 percent of privacy-aware consumers are comfortable using AI. Increasing awareness and educating consumers about their privacy rights will help them make informed decisions and develop greater trust in emerging technologies.”

Young people in Qction, adults behind
The report highlights a generational gap in privacy management: while young people are the most likely to take measures to protect their data (46% versus 16% of those over 65), adults remain less active on this front. Furthermore, the use of security tools such as multi-factor authentication and password managers is increasingly widespread, with 73% of Italian consumers adopting these solutions.