A vast majority of Americans are growing more concerned about privacy and security when shopping online, though some states are more concerned than others, according to a new survey by Private Internet Access (PIA).
PIA’s research findings show that 66% of American respondents across the U.S. are concerned with online privacy, while many others are now checking website security and using cybersecurity tools like trusted VPNs and password managers.
The study, encompassing 2,500 participants, also provided critical insights into the nation’s digital privacy awareness and practices, with Texas emerging as the most aware state.
“In light of this recent report, plus as part of our continued digital rights programme, we want to drive forward better awareness and education around cybersecurity and to help users to expand their knowledge and preparedness of digital threats,” Himmat Bains, Head of Product at PIA, told VPNOverview.
Users flock to VPNs like PIA to secure their online privacy by encrypting their data and online traffic and hiding their identity on the web. Once the VPN is switched on, this layer of cybersecurity and cloaking automatically protects your device and internet connection.
Key Findings
The research conducted by PIA delves into the evolving landscape of digital privacy, indicating a growing awareness and proactive measures among consumers. Key findings included:
- 56% of respondents regularly check the security of websites before online payments.
- 57% review the reputation or privacy policies of online retailers before purchasing.
- 35% use a VPN for shopping online.
- 53% employ two-factor authentication for online shopping accounts.
- 40% regularly utilize a password manager.
These findings follow an August survey by PrivacyHawk of 1,000 participants, revealing more Americans are showing concern and awareness regarding digital privacy and cybersecurity.
Regional Variations in Digital Privacy Awareness
The survey revealed regional differences in digital privacy awareness. Texas led with a score of 6.08, followed by high awareness in Connecticut, New York, and Tennessee. In contrast, Oregon, Kentucky, Alabama, Georgia, Colorado, Pennsylvania, and Missouri registered lower awareness levels. Notably, Colorado and Missouri were identified as the least concerned about online privacy, according to the press release.
Charlotte Scott, PIA’s Digital Rights Advocate, commented on the broader trends. “It is encouraging that many consumers are taking a more proactive approach to their online privacy and security. A commendable level of respondents are now more cautious when visiting unknown e-commerce sites and many are also using tools such as password managers, two-factor authentication, and VPNs,” she said.
Regarding California, Scott noted: “California, the state with the longest standing comprehensive privacy law, the California Consumer Privacy Act (CCPA), achieved a good score. The fact that their score was lower than some other states might suggest that residents feel more reassured when shopping online due to the established privacy laws in place.'”
Challenges and Consumer Experiences in Online Shopping
The survey also uncovered worrying statistics about online scams. Around 20% of respondents admitted to falling prey to phishing scams, and 21% to second-hand shopping scams on platforms like eBay and Facebook Marketplace. Additionally, 58% of respondents lacked confidence in identifying suspicious sellers or websites.
The survey also gathered personal experiences from consumers, highlighting the prevalence of phishing and online shopping scams. These stories range from deceptive phishing emails to fraudulent online marketplaces.
“I received an email thinking that it was from my boss, who instructed me to purchase numerous gift cards for clients. They asked to please scratch off the gift cards and send pictures to them. Despite the email looking very convincing, it turned out to be a phishing scam,” one consumer told PIA. Another was scammed via a social media marketplace ad.
Security Recommendations From PIA
Scott also emphasized the need for continual adaptation and education in the face of evolving digital threats.
“Often a cybercriminal’s greatest chance of success is to exploit human behavior through convincing phishing scams and social engineering techniques. Even with a host of cybersecurity tools at your disposal, you will still be vulnerable if a cybercriminal manages to convince you that they are from a genuine company or are someone you know. It’s easy to click through a link or respond to a request for information without really thinking about it. Always take a moment to consider the common signs of phishing attempts and whether a communication is truly genuine,” Scott added.
Looking towards 2024, Bains told us they are aiming to expand their educational resources on the PIA Blog and support portal, including articles, guides, and video content. These resources will focus on various privacy and security tools, as well as provide information on the latest online scams, phishing tactics, and social engineering techniques.
Furthermore, through the PIA Privacy Pass programme, they are collaborating with NGOs and other organizations to offer bespoke cybersecurity training. This initiative aims to keep these groups informed about evolving threats and equip their teams with essential online protection knowledge. This is part of their broader commitment to enhancing public cybersecurity awareness and making the internet a safer place, Bains revealed.
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