Consumers in the digital world give away a large part of their personal data. For example, we enter our age and credit card numbers, allow companies to track our behaviour, and often display our geographical location.
However, customers are also becoming aware of the risks of their information being stolen, misused, or sold to third parties and are looking for privacy protections. A 2019 survey showed that 81 per cent of participants felt the risk of data collection outweighed the benefits.
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