US consumers believe technological advancements pose a risk to their data privacy; believe it is the responsibility of organisations to make the purpose of data use clear and say organisations that fail to protect people’s data should face immediate penalties from regulators, according to a survey conducted by Edelman Intelligence.

The research found that the majority of US consumers not only have a punitive mindset when it comes to data breaches but are also prepared to take decisive action where organisations mishandle data, stating that they would stop using a brand if they did not protect their data.