Consumer Expectations for Privacy and Relevance in a Data-Driven World

In today’s data-driven world, consumer expectations for privacy and relevance continue to evolve. While Canadians remain concerned about how their personal information is used online, they also recognize and expect the benefits of tailored digital experiences, including relevant advertising, customized recommendations, and exclusive offers.

This research examines these shifting consumer attitudes towards privacy protection and their desire for relevant content and offerings.

Key findings include:

• High online shopping engagement but concerns about data sharing: Eighty-seven per cent of Canadians shop online. The vast majority (90%) are at least somewhat concerned about the privacy of their personal information online.
• Desire for relevant ads and high expectations for a personalized experience: Most Canadian consumers (73%) prefer receiving digital ads relevant to their interests over generic, unrelated ads, an increase of 12% since 2023.
• Transparency and regulation improve trust: Fifty-nine per cent of Canadians feel more comfortable sharing their data when they understand how it will be used, have control over their preferences, and can opt-out when desired. Three-quarters (75%) believe that stronger privacy laws would enhance their comfort in sharing data with businesses for marketing purposes, slightly up from 73% in 2023.
• Frustration and consent fatigue: A growing number of Canadians (41%) find cookie consent pop-ups irritating, with 26% viewing them as an inconvenience that disrupts their browsing experience.
• Value exchange expectations: Most Canadians (73%) are comfortable sharing their information in exchange for benefits like special offers, discounts and enhanced shopping experiences.
• When trust takes a hit, so does the bottom line: Canadians’ trust in an organization drops significantly if the organization does not adequately protect their data. About three-quarters (77%) of Canadians are at least somewhat likely to switch brands if their brand does not take adequate measures to protect their data.

This report underscores the importance of two key policy objectives: protecting consumer privacy and enabling digital innovation to meet customer needs and expectations. As policymakers shape the future of data regulation, they must consider consumer expectations for both security and the benefits of personalized experiences. Businesses, in turn, must build trust by providing transparency, clear opt-in choices, and responsible data practices.

By understanding these dynamics, regulators, businesses, and consumers can collaboratively create a digital landscape that respects privacy while enabling meaningful, personalized engagement in the Canadian marketplace.

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