TELUS survey reveals over 70% of Canadians are concerned about how companies handle their personal data
The TELUS Data & Trust survey for 2024 shows a growing concern for data privacy among Americans and Canadians.
A significant 82 percent of Americans and 79 percent of Canadians believe that data privacy is more important now than ever before. Additionally, 74 percent of Americans and 72 percent of Canadians express concerns over how organizations handle their personal data.
The survey examines the views of Americans and Canadians on data privacy, trust in organizations, and expectations for ethical data practices.
It highlights the urgent need for companies to prioritize responsible data management and transparency as technologies like artificial intelligence (AI) continue to evolve.
Key findings from the survey reveal that reputation plays a critical role in consumer decisions. A company's reputation for handling data is important for 88 percent of Americans and 87 percent of Canadians when deciding whether to engage with them.
Trust also influences consumer behaviour, with 86 percent of respondents in both countries saying that trust in a business inspires them to purchase or use that company’s products and services.
Moreover, two-thirds of Americans (67 percent) and Canadians (66 percent) advocate for trusted brands by telling others, posting on social media, and sharing reviews.
Despite this, worries about data handling persist. Concerns about how organizations manage personal data are shared by 74 percent of Americans and 72 percent of Canadians.
Furthermore, 52 percent of Americans and 42 percent of Canadians think about their data privacy daily, reflecting a high level of awareness.
“As technology continues to advance at an unprecedented pace, it's clear that people on both sides of the border are becoming increasingly aware of and concerned about their data,” said Pam Snively, TELUS' chief data and trust officer.
She emphasized that TELUS integrates trustworthy practices into everything they do, ensuring that as technologies like AI evolve, they remain committed to respecting and protecting their customers' data.
When it comes to AI, both Canadians (90 percent) and Americans (86 percent) want it developed with care. Transparency around AI is also a priority, with 82 percent of Canadians and 81 percent of Americans wanting clear and transparent communication about AI.
Additionally, 74 percent of respondents in both countries believe AI should be developed in consultation with everyday people, rather than solely by experts.
Snively emphasized that organizations need to listen and act on people’s concerns regarding data and AI.
“People are telling us what they need to trust data and AI: they want companies to ask for and listen to customer input, for data ethics experts to be involved, and for transparency in the explanations on how AI is used in a way that is understandable to everyone,” she said.
