Privacy in the digital age: Understanding and protecting your data

In 2023, over 5 billion people – more than 60% of the global population – had access to the internet. With this massive online presence, it’s no wonder that digital privacy has become one of the most pressing concerns of our time. In fact, according to a survey by the Pew Research Center found that 79% of Americans are concerned about how companies are using their personal data, while a staggering 81% feel they have little to no control over it.

These statistics paint a clear picture. As our digital footprints grow, so do the risks associated with data breaches, cybercrimes and misuse of personal information. Whether you’re shopping online, using social media or working remotely, your personal data is constantly being collected, analyzed and sometimes, exposed. So, how do we protect our privacy in an age where so much of our lives are lived online?

Let’s dive deep into the concept of digital privacy and explore why your personal data is such a hot commodity, while let’s take a look at some practical tips for safeguarding your information in an increasingly connected world.

What is digital privacy?

Think of your daily interactions online — from signing up for newsletters to browsing a website — every click you make can be tracked, collected and often monetized. At its core, digital privacy refers to the protection of personal information that is shared, collected and stored in digital environments, but beyond email addresses, passwords and social media activity, data privacy extends to even more sensitive information like financial transactions and medical records. In some cases, this data can be misused by cybercriminals or even by companies who use it for targeted advertising, so this is why it’s important to not only keep your information secure but to also understand how it’s being used and to ensure you have control over it.

The types of data collected can vary, but it usually falls into one of these categories:

• Personally Identifiable Information (PII): this includes your name, email address, physical address, phone number and any other information that can directly identify you
• Behavioural data: this type tracks what you do online, such as the websites you visit, the time spent on certain pages and the products you search for or purchase
• Demographic data: this can include age, gender, location and other statistical details about you

What is the value of your personal data?

Ever wonder why websites track your browsing habits or why apps ask for your location? The answer is simple: data is incredibly valuable. Much of this data is used for improving services, personalizing experiences and driving innovation, however, it also powers the massive digital advertising industry, which relies on personal data to create highly targeted ads. In fact, it has been called the “new oil” of the 21st century because of how lucrative it is for businesses. To put things into perspective, in 2023, the global digital advertising market was valued at a staggering $626.86 billion, much of which depends on users’ personal data.

Here is a rundown of how your personal data can be used for various purposes:

• Targeted advertising: companies use personal data to tailor advertisements to specific individuals, increasing the likelihood of conversions
• Market research: data can be analysed to understand consumer preferences, behaviours and trends
• Product development: insights from personal data can help businesses develop new products and services that meet customer needs
• Fraud prevention: financial institutions and other organizations use data to detect and prevent fraudulent activities

What are the risks of compromised privacy?

But it’s not just businesses that are interested. Cybercriminals thrive on exploiting personal information. According to the 2023 Data Breach Investigations Report by Verizon, 74% of breaches were driven by financial motives and personal data is often at the heart of it. With your personal information, criminals can commit identity theft, fraud or even sell your data on the dark web. A major example of the misuse of personal data is the Facebook-Cambridge Analytica scandal. In 2018, it was revealed that the latter harvested the personal data of millions of Facebook users without their consent to target political ads during the 2016 U.S. presidential election. This breach not only damaged Facebook’s reputation but also led to an increased focus on digital privacy rights.

So while data collection can lead to personalised experiences and improved services, it can also be a double-edged sword. In fact, without privacy, you may at risk of:

• Identity theft: your PII can be used to open bank accounts, take out loans or commit fraud in your name
• Personal safety threats: geolocation data or other sensitive information can be exploited for stalking or harassment
• Loss of control: if too much of your information is exposed, it can feel like you’ve lost control over your personal narrative. For instance, data brokers often collect and sell your information without your knowledge

Tips for protecting your privacy online

Luckily, governments have recognised the need for privacy protection. For example, the General Data Protection Regulation (GDPR), implemented by the European Union in 2018, has set a global standard for data protection by giving consumers more control over their personal information and under GDPR, companies face heavy fines if they don’t adequately protect user data.

Having said that, given the value of personal data and the increasing number of threats, it’s important to take steps to safeguard your digital privacy. Here are some practical tips:

Use strong, unique passwords

Your password is your first line of defense when it comes to protecting your accounts. According to Verizon’s 2023 Data Breach Investigations Report, 83% of hacking-related breaches involved weak or stolen passwords.

To enhance your security:

1. Use a combination of uppercase letters, lowercase letters, numbers and symbols
2. Avoid common passwords like “123456” or “password”
3. Consider using a password manager to store and generate unique passwords for different accounts

Enable two-factor authentication (2FA)

Two-factor authentication adds an extra layer of security to your accounts. In addition to entering your password, you’ll be prompted to provide a second form of verification, such as a code sent to your mobile device or an authentication app. This makes it much harder for hackers to gain access to your account, even if they manage to steal your password.

Be wary of public Wi-Fi

While convenient, public Wi-Fi can also be a hotbed for cybercriminal activity. Hackers often exploit unsecured networks to intercept data being transmitted, such as passwords, emails or credit card information.

To protect yourself:

1. Avoid accessing sensitive information like online banking
2. Use a Virtual Private Network (VPN) to encrypt your internet traffic. Wondering what’s that and how it can protect you? Read all about VPNs here.
3. Disable automatic connection to public Wi-Fi networks in your device settings

Limit social media sharing

It’s important to be mindful of the details you share, especially sensitive information like your home address, phone number or birth date. To better protect yourself, make sure you adjust your privacy settings to control who can see your posts and regularly review what information is visible on your profile. Additionally, avoid accepting friend requests from strangers as they may be phishing attempts designed to steal your personal data.

Review app permissions

Many apps request access to data on your phone, such as your contacts, location and even your microphone or camera. While some of these permissions are necessary for the app to function, others aren’t and could pose privacy risks. Make sure you review the permissions it requires before downloading an app and remember, you can also go into your phone’s settings to revoke permissions from apps that don’t need them.

Update software regularly

Software updates often include important security patches that fix vulnerabilities in the system. By keeping your operating system, apps and antivirus software up to date, you’re protecting yourself against known security threats.

Use encrypted messaging apps

Some apps, like WhatsApp, for instance, use end-to-end encryption to ensure that only the sender and receiver can read the messages, which means that even the app’s developers can’t access your conversations. Just bear in mind that not all messaging apps offer the same level of security.

Monitor financial statements and credit reports

Keeping an eye on your financial transactions can help you detect fraudulent activity early. Make sure to regularly check your bank and credit card statements for any suspicious transactions and set up alerts to notify you of any large or unusual purchases.

As our lives become increasingly digital, protecting your privacy is more important than ever. By understanding the value of your data and taking proactive steps to safeguard it, you can enjoy the benefits of the internet while minimising risks.

Interested in other online security-related topics? Here are some tips on securing your home network and some reasons as to why you should use a password manager, while go through these pointers about keeping your personal data safe. If you have kids, read all about parental controls and how they can keep your little ones safe online. Meanwhile, here is a guide on how to secure your mobile phone.

Sources:
Number of internet users worldwide from 2005-2023
Americans and Privacy: Concerned, Confused and Feeling Lack of Control Over their Personal Information
Worldwide digital ad spend will top $600 billion this year
2023 Data Breach Investigations Report: frequency and cost of social engineering attacks skyrockets