Nearly 40% of Americans have deleted apps or stopped using websites over privacy fears, new data from Usercentrics reveals

In a significant shift, Americans are asserting their digital rights, with 38% clicking “accept all” cookies less frequently than three years ago. Usercentrics’ State of Digital Trust 2025 report highlights a pivotal change in U.S. consumer behavior towards online privacy.

Unlike previous tendencies to overlook privacy notices, 46% of U.S. consumers now routinely read cookie banners before consenting to data sharing. Data privacy concerns are no longer niche; they’re embedded in consumer decision-making. Research from the IAB/Talk Shoppe Consumer Privacy Report (2025) shows that nearly three in four shoppers say a brand’s data-privacy policies directly influence whether they’ll buy. Transparency, once seen as a compliance formality, has become a core driver of trust and loyalty in digital markets, making trust the new competitive edge.

Consumer Behavior Shifts

• Privacy Actions: Nearly 37% have adjusted their privacy settings, and 35% utilize ad blockers or privacy-centric browsers like Firefox or Brave.
• Cookie Management: Even in the U.S.’s opt-out environment, 35% of consumers say they now accept only essential cookies, and 16% go further by customizing their settings to minimize data sharing.

Generational Divides

A distinctive generational gap emerges in privacy perspectives:

• Data Concerns: 80% of Baby Boomers express discomfort with personal data being used for AI training, versus 58% of Gen Z.
• Platform Trust: Gen Z ranks social media platforms far more trustworthy (39%) compared to just 11% of Boomers.

While 65% of U.S. consumers (vs. 62% globally) feel like they’ve “become the product,” they aren’t opting out of the digital world; they’re demanding control, transparency, and respect for their data. Brands that answer with clarity, empathy, and consent-driven experiences will lead the next digital paradigm.

“We’re witnessing a growing digital democracy where American consumers cast their votes with every click,” said Adelina Peltea, CMO at Usercentrics. “Respect for privacy has never been more critical, and brands that treat it as dialogue earn deeply-rooted trust and loyalty. As AI systems take on greater responsibility, safeguarding sensitive interactions through encryption and consent will only grow more vital.”

Differing Industry Trust Scores

• Highest Trust: Banking and financial institutions lead in consumer trust at 57%.
• Mid-level Trust: Technology, retail, and medical companies face unique hurdles in cultivating consumer trust.
• Lowest Trust: Automotive brands fall short at just 14%.

Integrating Privacy: How U.S. Laws and Consumers Are Shaping Marketing’s Future

The fragmented landscape of U.S. privacy laws (such as CCPA and CPRA) contrasts sharply with evolving consumer expectations. Increasingly, American consumers are shaping markets with their privacy choices, creating significant risks for businesses that resist change. At the same time, as AI integration deepens, transparency is becoming vital. Brands that view privacy not just as a compliance obligation, but as a strategic opportunity, are best positioned to lead the next wave of customer engagement.

To explore the comprehensive global insights, view the full Usercentrics State of Digital Trust 2025 report.

About Usercentrics

Usercentrics is a global market leader in solutions for data privacy and activation of consented data. Our technology solutions enable customers to manage user consent for websites, apps and CTV. Helping clients achieve privacy compliance, Usercentrics is active in 195 countries on more than 2.3 million websites and apps. We have over 5,400 partners and handle more than 7 billion monthly user consents. Learn more on usercentrics.com

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