The purpose of this quarterly report is to assess consumer concerns about how companies or governments use customer data, and whether people oppose or support utilities sharing data to meet customers’ needs. The results of the analysis are presented by age, U.S. region, and gender. The data in this report were collected at the end of March 2021.

The supporting data and figures in this report can be found in the accompanying file


The data and graphics in this report are from Zpryme’s monthly and quarterly consumer benchmarking surveys. Data is based upon a nationally representative survey sample of 1,000 U.S. adults (margin of error: +/- 3.5%).


  • A majority of the sample (57.1%) said they had high concern levels about how companies/governments use their data, with just 16.6% saying they had no concern at all. Those living in the Northeast had the largest group (60.1%) showing high concern about how their data was used.  Young people (18-24) had the biggest proportion (23.7%) who were not concerned.
  • Only 9.5% of these people supported utilities sharing their data. When looking at region and respondent age, the largest groups of support for utilities sharing their data were those in the Midwest (12.7%), and those 18-24 years old (16.3%).






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