Digital Breadcrumbs: A Lack of Data Privacy and What People Are Doing About It

With the seemingly ubiquitous presence of technology, interactions and transactions constantly take place over websites, apps, text, and email. Despite the convenience and efficiency of these modes of communication, these online interactions give many parties access to personal information and can leave individuals’ information vulnerable to misuse and attack. As people use electronic devices for more and more tasks, they leave behind evidence of their activities, a trail of digital breadcrumbs providing behavioral and demographic information about where they go, whom they talk to, what they do, and what they believe. Consumers are often unaware of who has access to these data and how they might be used. In this mixed methods study, researchers conducted a series of surveys and focus groups in the United States to examine the everyday digital breadcrumb trail people leave behind when using technologies on a daily basis, people’s awareness of this trail of data, and what measures they take to protect their digital information and prevent it from being collected or misused. Participants discussed their attitudes about data privacy, sharing, and trust. Implications for research, business, and policy are provided.