76% of Spaniards demand more transparency regarding their data use

More than half of Spaniards (56%) believe that companies cannot protect their private information. The main reason – cited by eight out of ten respondents – is that they find it too difficult to know and understand how their personal information is used, followed by the imposition to be able to use applications or services (57%), and a clear lack of trust in declared policies (54%).

A report by Cisco on the fourth annual Consumer Privacy Survey reveals a greater desire for control over the data practices of organizations based on consultations with 2,600 consumers from 12 countries: 76% of Spanish respondents demand greater transparency, identifying it as a sign of respect for customers.

Consumer trust can be earned by companies complying with privacy regulations, preventing breaches that may expose personal data, making it easier to make choices, and providing clear information about your privacy. There are a number of actions that organizations can take to meet this expectation.

AI fears

Six out of ten Spaniards (61%) are willing to share anonymous personal data in order to improve products/services and decision-making, and 45% believe that the benefits of Artificial Intelligence (AI) outweigh the risks.

Businesses and consumers, however, seem to be disconnected: while 71% of organizations believe that automated decision-making is transparent, almost three-quarters of Spanish respondents (73%) are concerned about how companies use their personal data for artificial intelligence.


The erosion of trust has prompted many consumers to take action on their own to protect their data. Approximately one out of five Spaniards (21%) have inquired about their data, and 35% have changed providers because of poor privacy practices.

When asked about other self-protection measures, 44% of respondents in Spain read privacy consents, half manage the configuration of cookies on a website before accepting them, and 41% of those with a voice-based smart device in the home deactivate it regularly to maintain their privacy.

The government should act as the main guarantor when it comes to protecting their data, according to four out of ten Spaniards (39%) While 71% view the General Data Protection Regulation (RGPD) positively, only 28% actually know what it is. Although almost half (47%) believe that physically storing their data in Spain would help to better apply the GDPR, they refuse this measure if it increases the price of the products/services.

Customer and user data practices need to be explained clearly in layman’s terms by organizations. Harvey Jang, Cisco’s Vice President, Deputy General Counsel, and Chief Privacy Officer, said, “It’s not just a legal requirement; trust depends on it.”.