Market Snapshot analyzes consumer research on attitudes on data sharing and personal experiences with COVID-19

Parks Associates research finds consumers in US broadband households are generally willing to participate in contact tracing, including sharing smartphone data, to help combat the coronavirus outbreak, although willingness varies based on age and their personal experience with the disease. The Market Snapshot COVID-19 Contact Tracing: Consumer Perspectives reports among heads of US broadband households ages 18-24, 90% are willing to share smartphone data if privacy protections are offered. In contrast, just over 63% of those age 65+ are willing to share data.

Higher income households and those with higher levels of education are also more likely than lower income households and those with lower educational attainment to share their data.

“As COVID-19 continues to spread, more people will know someone who has contracted COVID-19, which will likely increase their willingness to share smartphone data,” said Jennifer Kent, Senior Director, Parks Associates. “Already 93% of US broadband households report lifestyle changes to limit the spread of the disease, so smartphone data in aid of contact tracing gives consumers an opportunity to take an active role in combating the virus.”

Consumers’ attitudes toward the virus impact their willingness to share data, creating some unusual demographic trends. Specifically, younger respondents are more willing to share smartphone data than are older respondents, even though the risks of COVID-19 intensify with age. Also, racial minorities are more willing to share smartphone data than are non-Hispanic whites.

For more information, contact sales@parksassociates.com. To request data or an interview, please contact Rosey Ulpino at rosey@parksassociates.com, 972.996.0233.

About Parks Associates

Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. Parks Associates provides custom research, strategic consulting, and forward-looking analysis across connected home, small business, and commercial markets, including security, smart home, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.

Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

Follow Parks Associates on LinkedIn, Facebook, and Instagram.