Data Privacy Request Trends By Industry

2024 Volume of DSRs by Industry

As consumer agency over their data grows, the data broker industry is being forced to adapt. Privacy requests in 2024 among data brokers were the highest category of requests across industries. Driven by the California Delete Act, which put renewed pressure on data brokers to honor deletion requests, combined with an uptick in companies that delete data, heightened concern over data breaches, political uncertainty and AI’s expanding use of personal data all are reshaping the landscape.

Additionally, many “non-data-centric” industries, such as e-commerce and health and wellness, also saw a significant jump in deletion requests. Of DNS requests, consumers showed they want more control in not being marketed to or having their data sold to ad brokers. E-commerce saw a rise in DNS requests, as the DNS option can help protect their privacy without deleting their accounts or losing perks. Opting out of data sharing is one way to help keep their accounts on their own terms.

Among data access requests, consumers involved in real estate transactions appear to value transparency into and control over what data exists vs. full-scale deletion. Individuals want to know what personal and financial information is being held by real estate companies amid complex transactions. Data access gives consumers clarity without jeopardizing their deals.