Key stat: 35% of consumers in North America use antivirus software, a much lower amount than the 79% who report feeling very concerned about online privacy, according to August 2023 data from Malwarebytes.

Beyond the chart:

• Some 20% of consumers use an ad blocker while browsing the internet, which means advertisers need to make sure their ads are appearing on sites that will ensure ads are seen.
• The same Malwarebytes study found 13% of consumers use a privacy-preserving web browser and 12% use a search engine that does not track online activity. These factors also make it difficult for advertisers to target consumers.

Use this chart:

• Assess the obstacles to targeting ads.
• Recognize where consumers care most about privacy.

More like this:

• Privacy concerns don’t get in the way of Gen Z’s enthusiasm about AI-enabled banking
• The most commonly reported cybersecurity threats facing consumers
• Privacy Legislation and Regulation Explainer (Insider Intelligence subscription required)
• A marketer’s guide to emerging identity solutions

Methodology: Data is from the October 2023 Malwarebytes report "Everyone's Afraid of the Internet." 1,004 consumers in North America ages 13-77 were surveyed online during July 25-August 3, 2023.