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Illustration: Aïda Amer/Axios

Consumers consistently say they want more privacy, but they don't do much about it.

Why it matters: That's the contradiction buried within the privacy debate. Survey after survey suggest that consumers care about preserving whatever privacy they have left — but few actually take steps to share less or delete the troves of data being collected about them online.

  • The reality is that the services collecting that data are now large and essential to everyday life — and managing our data (and who gets access to it) is overwhelmingly complicated.
  • So consumers, despite their outrage, tend to shrug and make do with the status quo.

By the numbers: 92% of consumers say they should be able to control the information about them on the internet, per a recent PricewaterhouseCoopers report. And 71% say they'd stop doing business with a company for giving away their sensitive data without permission.

  • Yet despite high awareness of data scandals, an IBM survey showed most consumers don't take consequential action in response.
  • Less than half (45%) updated privacy settings. Only 16% stopped doing business with an impacted company, and only 18% deleted a social media account.
  • Most people say it's important to have a clear understanding of a company's privacy policy before signing up — but in practice, most people skip right to the "I agree" box without actually reading it, according to an Axios-SurveyMonkey poll.
"People say they're worried, but they don't vote with their fingers, so to speak."
— Jay Cline, PwC Privacy Leader

Case in point: Cline notes that even when legally mandated privacy protections are available, the response rates are low. For example, few consumers use their HIPAA rights to get access to medical records, or use the option under the law to delete medical records.

  • And the opt-out rates for marketing blasts are incredibly low — under 2%.

The big picture: "Some of these companies have so much power that we don't have much choice but to use their services — and we can't use these services without giving something up," said Jennifer King, director of privacy at Stanford Law School's Center for Internet and Society.

Yes, but: Although the numbers are relatively small, consumers are starting to use privacy-conscious tools like ad blockers, virtual private networks and encryption. Google says 20 million people access the "My Accounts" hub that houses privacy and security settings every day.

What's next: California's privacy law, which takes effect next January, will be a litmus test for how badly consumers really want privacy as well as for major companies' willingness to grant the same rights to users outside of the state.

  • "The question of how many people are going to try to express their rights for the first time is really important," said PwC's Cline.

Go deeper

Updated 2 hours ago - Politics & Policy

1 dead after pickup truck hits Pride spectators in Florida

Police investigate the scene where a pickup truck drove into a crowd of people at a Pride parade in Wilton Manors, Florida, on Saturday. Photo: Jason Koerner/Getty Images

A driver in a pickup truck hit spectators at a Pride festival in Wilton Manors, Florida, killing a man and leaving another person hospitalized Saturday, authorities said.

Details: Fort Lauderdale Mayor Dean Trantalis told reporters police had "apprehended the driver" and that the vehicle missed a parade car carrying Rep. Debbie Wasserman Schultz (D-Fla.) "by inches."

Updated 5 hours ago - Sports

Uganda Olympic team member tests positive for COVID in Tokyo

The Uganda National boxing team's Catherine Nanziri (L) and others arrive for check-in at Entebbe international airport in Wakiso, Uganda on Friday, ahead of their departure to participate in the Tokyo Olympic Games. Photo: Badru Katumba/AFP via Getty Images

A Uganda Olympic team member tested positive for COVID-19 upon arrival in Japan late Saturday, officials said.

Why it matters: Japan's government has faced criticism for vowing to host the Tokyo Games next month as coronavirus cases rise. The Ugandan team is the second to arrive in Japan after the Australian women's softball players, and this is the first COVID-19 infection detected among the Olympic athletes, Al Jazeera notes.

Updated 9 hours ago - World

In photos: Brazilians rally against Bolsonaro as COVID deaths top 500,000

A June 19 protest in São Paulo, Brazil, against the administration of Brazilian President Jair Bolsonaro, who has railed against precautionary health measures despite the soaring COVID-19 death rate and cases. Photo: Rodrigo Paiva/Getty Images

Demonstrators took to the streets in at least 22 of Brazil’s 26 states to protest President Jair Bolsonaro's handling of the pandemic — as deaths from COVID-19 in the country surged past 500,000 Saturday, per AP.

The big picture: Brazil has the world's second-highest coronavirus death toll and third-highest number of reported cases. Only 12% of the country's population has been vaccinated against the virus, AP notes.