Facebook is one of the largest and most widely used social media platforms, with over 2.9 billion monthly active users as of the fourth quarter of 2021. However, over the years, Facebook has also faced intense scrutiny over its handling of user data and privacy practices.
In light of the Cambridge Analytica scandal in 2018 and other controversies, many have questioned whether Facebook users actually care about privacy, or if they will continue using Facebook regardless of data and privacy concerns. Here is a deeper look at public opinion polling on this issue:
Do users understand Facebook’s data practices?
For users to make informed decisions about their privacy, they need to understand how Facebook collects and uses their data in the first place. However, surveys indicate many users do not fully grasp Facebook’s data practices:
- A 2021 Pew Research study found only around one-third of Facebook users said they understand very well how the company collects and uses their personal data.
- In the same Pew survey, over half of Facebook users said they understand Facebook’s data practices “somewhat well,” while 15% said they do not understand them well at all.
- A 2018 Reuters/Ipsos poll found as many as 62% of Americans were unaware that Facebook collected detailed profiles on interests, hobbies and online browsing habits of its users.
This data indicates a substantial portion of Facebook’s user base lacks a clear understanding of how their personal information is leveraged by the platform. However, awareness does not necessarily equate to concern or opposition.
Do users care about recent privacy controversies?
In theory, the Cambridge Analytica scandal and other recent controversies related to privacy should have highlighted the issue for users. But again, polling paints a nuanced picture of public reactions:
- The 2018 Reuters/Ipsos poll found 56% of Americans disapproved of Facebook’s handling of personal data, suggesting substantial concern.
- However, the same poll found Facebook’s favorability declined only modestly after the Cambridge Analytica news, moving from 49% favorable to 41% favorable.
- Pew surveys in 2018 and 2019 found around half of Facebook users said they were not confident the platform protects their data.
- Yet only 9% of users in the 2019 Pew poll said they had deleted the Facebook app from their phone as a result of data privacy concerns.
In essence, many users express abstract concerns about Facebook’s privacy practices when asked directly via polls. But relatively few users seem to take concrete actions like deleting their accounts based on privacy fears.
Are users willing to restrict data sharing for more privacy?
To better protect privacy, Facebook could restrict how it shares user data with advertisers and third parties. But here again, users seem conflicted when faced with this trade-off:
- A 2018 Reuters/Ipsos poll found just 38% of Facebook users would support requiring the platform to get explicit permission before sharing or selling user data.
- However, a 2021 Pew poll found a majority of users would be willing to have less targeted ads in exchange for more privacy protections.
These mixed results suggest users want more privacy in theory. Yet many hesitate when it comes to concrete steps like limiting Facebook’s business model, which relies heavily on targeted advertising.
Do demographic factors influence privacy attitudes?
There are also demographic differences in how Facebook users view privacy issues:
- Women consistently express more concern about Facebook’s privacy practices than men in polls.
- Younger adults tend to be more cognizant and wary of how their data is used by technology companies.
- Those with higher levels of education and digital skills also demonstrate higher support for privacy protections in surveys.
| Age Group | % Who Say Their Data is Less Secure Now |
|---|---|
| 18-29 | 59% |
| 30-49 | 57% |
| 50-64 | 52% |
| 65+ | 43% |
The table above from a 2019 Pew poll illustrates the age breakdown on feelings of data vulnerability. Younger users emerge as the most concerned demographic.
Do privacy concerns lead users to restrict information sharing?
A key follow-up question is whether privacy concerns actually nudge users to change their information sharing habits:
- Around one-quarter to one-third of Facebook users in polls say they have adjusted their privacy settings due to data concerns.
- Roughly half of users say they have taken steps like limiting profile information, removing the Facebook app from their phones, or reducing their overall time on the platform.
- But around half still say they have made no changes to how they use Facebook despite privacy issues.
Once again, these findings reveal a divide. Many express abstract worries but relatively few take concrete steps to increase privacy – a sign that convenience may still override privacy for a substantial share of users.
Do users understand how to control privacy settings?
If privacy is a priority, users must understand how to control privacy settings. But the data is not encouraging on this front:
- A 2021 Pew study found just 24% of Facebook users said it is “very easy” to control how their info is collected and used.
- Around half said it was “somewhat easy,” while 26% described it as “not too easy or not at all easy.”
- Relatedly, only around one-third said they feel they have “a lot” of control over their data on Facebook.
Without a solid grasp of Facebook’s settings, users will struggle to take action to protect their privacy – even if they want to do so in theory.
Steps Facebook could take
Given these complex user attitudes, experts suggest steps Facebook could take to give users more privacy control:
- Simplify and clarify privacy settings so they are easier for users to navigate.
- Improve transparency around how user data is leveraged for advertising.
- Give users granular options to opt in or out of specific types of data sharing.
- Increase third party audits and accountability around privacy practices.
However, Facebook must balance these steps against potential revenue losses if users restrict data sharing. The platform remains dependent on extensive personal data to power its ad targeting, suggesting changes will likely happen incrementally.
Conclusion
Polling reveals most Facebook users do express abstract concerns about their privacy when asked directly. Many also profess a desire for stronger privacy safeguards in theory. However, relatively few users take significant steps to delete their accounts or curtail information sharing. Convenience seems to frequently override privacy in practice.
Demographic factors like age and education influence attitudes, with younger and more skilled users emerging as the most privacy-focused. But across groups, there is often a gap between conceptual support for privacy and concrete follow through via settings changes.
For its part, Facebook has incrementally enhanced privacy controls over time. But the platform faces limited pressure from users to overhaul its ad-driven business model, which relies on extensive personal data. Unless regulation or user behavior shifts substantially, Facebook will likely continue weighing privacy against profits – and profits often win.