Do Millennials Care About Privacy?
By Dr. Stephen McCauley
Faculty Member, School of STEM at American Public University
Research indicates that it was “vital” or “very important” to 80% of millennial respondents that personally identifiable information (PII), financial, and/or medical data be shared only with authorized parties.
Recent research refutes the prevailing stereotype that the millennial generation doesn’t care about privacy. This “misconception is primarily linked to the massive amount of personal data posted daily on social media websites by millennials, and differing research conducted by Forbes, which indicated only 18% of Millennials bothered to read privacy notices (Forbes, 2014). Another USATODAY study contradicts the most recent study, indicating only 37% of Millennials worried about “unfair impressions” in their future (USATODAY, 2015). Millennials “do care about data security and privacy,” according to a company that commissioned a survey of approximately 2,000 16- to 35-year-olds, conducted by Atomik Research.
“Often times I was told by the industry that Millennials don’t care about cybersecurity or the services we provide, that identity management and secure authentication was not a priority because Millennials look at things differently as a generation that grew up digitally engaged,” said Richard Parris, CEO of sponsor Intercede. “So when we first set out to do this survey we thought that’s what the findings would reveal.” (Intercede, 2015)
Eighty percent of respondents said it was “vital” or “very important” that PII, financial, and medical data be shared only with those whom have authorized access. This information flies in the face of all previous studies on the subject (USATODAY, 2015, Forbes, 2014). Respondents were somewhat less concerned about other data: 74% responded the same about location data, 58% for social media content, and 57% for purchasing preferences. (Intercede, 2015)
Most of the respondents aren’t entirely willing to surrender data just to get a better retail experience or free stuff. Only 40% of respondents would hand over location data in exchange for targeted goods or services and 40% would give a summary of their shopping habits in exchange for free products and services. (Intercede, 2015)
When respondents were asked to rate what level of trust they place in industry verticals with their personal information online, government and financial institutions were highest on the list, retailers were middle of the road, and social media platforms (61% saying they put little or no trust in those sites), dating sites, and search engines were lowest . Although government ranked highest on the list, many respondents (22%) said their level of trust in government was “little” to “none.” (Intercede, 2015)
When asked for their personal motivation for allowing companies to have access to their data, the most common response, (23%) was “I believe they will have access to my data either way, so it doesn’t matter if I grant it to them or not.” (Intercede, 2015)
Millennial respondents indicated that there would be a tipping point, with 54% indicating companies’ and government agencies’ failure to improve online security will eventually result in public distrust of goods and services, and 44% said there will be an eventual decline in data sharing. (Intercede, 2015)
“For government and business service providers the lesson to take away is that they should not be making broad assumptions and getting it wrong,” says Parris. “They will see a churn in user behavior and long term repercussions happen if privacy and data security is not looked at as a priority.” (Intercede, 2015)
As far as security practices, and willingness to use them, security professionals may find the results frustrating. Only 6% of the Millennials surveyed felt their data is extremely secure based upon their password policy , 18% are less likely to use a digital resource or device if it requires complex passwords, and only 32% stated they would like to see more secure and convenient digital verification and authentication methods. Thirty percent of respondents would even welcome or consider digital chip implants as a next-generation method for secure identity management. (Intercede, 2015)
“I think what this survey says is Millennials aren’t really that different from the rest of the population,” says Parris. “Yes, they do share a bit more — but it doesn’t mean that they aren’t concerned with privacy or that they aren’t uncomfortable with the idea of that privacy being compromised. They make judgments about what information they share and where they share it. There is a segmentation that is performed? — they evaluate what they will get as a benefit vs. what they have to give up.” (Intercede, 2015)
About the Author
Dr. Stephen McCauley has worked in information technology, cyber security, and privacy for most of his career, starting back when cyber security and privacy were relatively obscure occupations. He has a Bachelor of Science in Business Information Systems (BS/BIS), a Master’s in Business Administration with a concentration in Technology Management (MBA/TM) and a Doctorate in Business Administration with specialization in Information Systems (DBA/IS). He has a number of security and privacy specific certifications which include a CISSP, HCISPP, CIPP, and a FQNV, to name just a few.
