Our social sharing behaviour drives us to tend to trust that whatever we say on social media is for our own eyes. But the furor over Cambridge Analytica's access to our data has shown consumers are not happy at all that our data is being used for gain.
It polled a representative sample of 1,500 US online consumers in March 2018 and asked them about privacy, security, and data sharing.
Consumers do not check their privacy settings, but expect their messages to be secure.
Almost a third of respondents (32.5 percent) only check their privacy settings once every six months, yet 63.2 percent of men and 67.1 percent of women expect that the person they are messaging is the only one allowed to see that message.
If social posts or chat messages were shared publicly, 38.9 percent of male respondents (45.6 percent female) said they were concerned about identity theft.
Another 4.4 percent were worried that they could lose their jobs (3.8 percent female), and 3.3 percent thought that their significant other might leave them (1.6 percent female).
Customers have no tolerance for data shared to advertisers, or political managers. Over half of consumers (55 percent) would stop using a messaging app, and one in three (33.3 percent) would be most upset if their contact details were shared.
Consumers want strong end-to-end encryption across their chosen platforms. Currently, the efforts made by Twitter and Facebook do not quite reach the huge expectations of users. Consumers want secure social apps with encryption that advertisers can not access.