Consumers seek out personal information removal tools to manage data privacy

Key stat: Over a third (39%) of US adults currently have access and 28% would like to gain access to personal information removal tools, according to December 2024 data from Cornerstone Advisors.

Beyond the chart:

• 73% of US adults say they don’t have enough control over how companies use their data, according to October 2024 data from Ipsos.
• 77.1% of US consumers have used at least one privacy tool, with the most popular choices including ad blockers, virtual private networks (VPNs), and private browsing modes, according to EMARKETER’s May 2024 “US Consumer Attitudes on Advertising and Privacy” survey.

Use this chart: Marketers can use this chart to highlight the importance of privacy and security among consumers and advocate for a more privacy-focused approach to collecting consumer data. Brands can also use this to differentiate their offerings with privacy-safe features and capabilities.

Related EMARKETER reports:

• US Privacy Trends 2024 (EMARKETER subscription required)
• How Consumers Perceive Ads (EMARKETER subscription required)

Methodology: Data is from the February 2025 Cornerstone Advisors report titled "Billions Lost: The Cost of Bankers' Myths About Americans' Finances." 2,500 US adults ages 18+ were surveyed online during December 2024.