“Privacy First” users emergent and willing to pay to ensure privacy, according to IDC research
Brands are under increased pressure across age brackets to ensure privacy, and a new IDC survey identified a “Privacy First” user segment which is young, tech-savvy, concerned about online privacy – and willing to pay for it. While most users surveyed felt companies should protect consumer privacy, the younger “Privacy First” group IDC identified, were willing to pay for tools, such as VPNs, ad blockers and privacy password keepers, to ensure their protection.