A survey of more than 3,000 consumers conducted by customer data platform provider Zeotap serves as a call to action to brands to lead with privacy, or suffer consumer distrust and desertion. Consumers know their data is worth a lot and 62% are prepared to buy from brands who guarantee not to share their personal information. Plus, 58% say they would recommend those brands to friends and family. So, while brands fear fines from regulation, Zeotap says the bigger cost is the loss of consumer loyalty.

The analysis, conducted by Pixalate’s team on the last day of Q4 2021 (December 31st), found that out of 379,000 child-directed apps on Google & Apple app stores:  63% are from unknown countries 40% access personal information 22% have no detected privacy policy