72% agreed or strongly agreed that they are "concerned about my personal data being accessed and used inappropriately by the government".

45% said they "stopped using X" (formerly Twitter).

60% feel that "we will never have simple, meaningful ways to protect our data".

47% of people said they "stopped using TikTok".

37% said they "stopped using Facebook".

69% of people said they "use an ad blocker for online browsing".

87% of people "support national laws regulating how companies can collect, store, share, or use our personal data".

43% of people said they use identity theft protection solutions.

70% of people "feel resigned that my personal data is already out there, and I can’t get it back".

More than 40% of people have stopped using either TikTok, Instagram, or X (formerly Twitter).

26% stopped using a fertility or period tracking app.

77% of people said that "many online transactions today, from purchases to downloads to creating new accounts, feel like ploys to take my data".

42% said they use a VPN.

60% of respondents did not agree that they have "become less vigilant about my data privacy and security because there is little I can do these days".

72% of people are worried their data is being misused by the government.

75% said they "opt out of data collection, as possible".

Under holistic identity matching, the average exposure for a single consumer identity shows 229 records per customer, 52 unique usernames, 105 total usernames, 27 unique emails, 125 total emails, 227 credential pairs, and 9 unique sources.

The average exposure for a single employee identity in 2024, under a traditional exposure model, shows 11 records per employee, 1 unique username, 1 total username, 1 unique email, 11 total emails, 7 credential pairs, and 7 unique sources (breach, malware, or phish).

By using holistic identity matching for an individual employee, the average exposure increases to 146 records per employee, 22 unique usernames, 13 total usernames, 89 unique emails, 141 total emails, 57 credential pairs, and 8 unique sources. This represents more than 12x the exposed data compared to the traditional view.

SpyCloud recaptured 44.8 billion PII assets in 2024, a 39% increase from 32.22 billion in 2023. This included 4.4 billion full names, 2.8 billion phone numbers, 42.97 million passport & driver's license numbers (a 168% increase from 2023), 36.97 million credit card numbers, and 3.05 billion Social Security & national ID numbers