A report from Usercentrics reveals a shift in consumer behavior in regard to data privacy, with 38% of United States consumers choosing to accept all cookies less frequently than three years prior. Furthermore, while consumers may have used to ignore privacy notices, now 46% consistently review cookie banners before choosing to data share. 

Key findings from the report include: 

• 37% of consumers have adjusted their privacy settings 
• 35% leverage ad blockers or use privacy-centric browsers
• 35% only accept essential cookies, and an additional 16% further customize their settings to reduce data sharing 

65% of U.S. consumers feel as though they themselves have “become the product,” comparable to a global 62%. Trust varies between sectors, with banking and financial entities leading at 57% and the automotive industry at the bottom (14%).