The Edelman Berland survey examines consumer attitudes toward key tech policy issues, focusing on personal data privacy and security, which significantly impact both individuals and businesses. Younger respondents tend to take action, such as signing petitions or engaging on social media, while older consumers are more likely to contact politicians regarding their concerns. Overall, privacy and security are the top issues prompting action among consumers, with political engagement being the most common response.

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EDELMAN BERLAND
Edelman DC Tech + Policy
Omnibus Survey Report
June 13, 2014
EXPLORING CONSUMER ATTITUDES & ACTIONS
ON KEY TECH POLICY ISSUES 2014
A STUDY BY EDELMAN DC TECHNOLOGY + POLICY GROUP AND EDELMAN BERLAND
© Copyright 2014 Daniel J Edelman Inc.

2. 2 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
WHO HOW MANY ACCURACY WHEN HOW
U.S. Consumers
Ages 18+
n=1,028
Margin of Error =
±3.1%
Data Collection
Occurred
May 2 – 6, 2014
Online Omnibus
Survey
Methodology

3. 3 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
• The privacy of personal data and how it is used by business and government
• The security of personal data used online, on smartphones, on connected home devices and/or
on wearable computers
• Intellectual property protections for people’s ideas and innovations
• The cost, choice and quality of broadband Internet service received at home
• Technological innovations that improve everyday life and work (e.g., music/movie purchasing
and sharing, getting a taxi/car ride or a room while traveling using a smartphone app, “the
sharing economy,” etc.)
• The commercial use of unmanned aerial vehicles (drones)
• The future of America’s high tech workforce – from the immigration of skilled workers to the
focus on STEM (science, technology, engineering and math) education in US schools
• The use of technological tools and computer algorithms to gain an advantage in the stock
market
Key Tech Policy Issues We Asked About

4. 4 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
• Privacy and security of personal data have the greatest impact on consumers and their
business/livelihood.
• Privacy of personal data and how it is used by business and government stands out as
the key issue consumers are willing to act upon.
• Signing an online petition is the most likely action for consumers to address tech-related
issues.
• Actions vary significantly by age. Younger consumers are more likely to write an op-ed or
post content to their social media pages, while consumers 55 and older are more likely to
contact a politician.
Key Findings

5. 5 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
25%
24%
14%
8%
7%
2% 2% 2%
16%
Security of
personal data
Privacy of
personal data
Cost, choice and
quality of Internet
service
Tech innovations
that improve
everyday life
Future of
America's high
tech workforce
Use of tech tools
and algorithms in
the stock market
Intellectual
property
protections
Commercial
drone usage
None of these
Q1: Please select the ONE that has the most impact on you personally/your family.
Privacy and security are the key issues that have a
personal impact on consumers
Key Tech Industry Issues
(Personal Impact)

6. 6 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
30%
29%
16%
9% 8%
3% 3%
2%
Security of personal
data
Privacy of personal
data
Cost, choice and
quality of internet
service
Tech innovations
that improve
everyday life
Future of America's
high tech workforce
Use of tech tools
and algorithms in
the stock market
Commercial drone
usage
Intellectual property
protections
Q1: Please select the ONE that has the most impact on you personally/your family.
Privacy and security are the key issues that have a
personal impact on consumers
Key Tech Industry Issues –
EXCLUDING ‘NONE OF THESE’
(Personal Impact)

7. 7 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Younger respondents indicate tech that improves
everyday life impacts them personally; older
respondents are impacted by privacy
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female < $25k
$25k-
<$50k
$50k-
<$75k
$75k +
Privacy of personal data 20% 18% 21% 33% 26% 23% 23% 27% 31% 20%
Security of personal data 20% 25% 28% 27% 22% 29% 16% 23% 25% 34%
Cost, choice and quality of
Internet service
10% 12% 17% 14% 12% 15% 19% 16% 8% 12%
Tech innovations that improve
everyday life
18% 11% 5% 3% 9% 7% 7% 7% 7% 9%
Future of America’s high tech
workforce
11% 8% 5% 5% 8% 6% 6% 6% 4% 11%
Intellectual property
protections
4% 2% 1% 1% 2% 1% 1% 3% 2% 2%
Use of tech tools and
algorithms in the stock
market
2% 2% 3% 2% 3% 1% 1% 2% 2% 3%
Commercial drone usage 3% 3% 3% <1% 3% 2% 1% 3% 3% 3%
Q1: Please select the ONE that has the most impact on you personally/your family.

8. 8 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
18%
17%
9% 8% 7%
4% 4% 3%
30%
Privacy of
personal data
Security of
personal data
Tech innovations
that improve
everyday life
Cost, choice and
quality of Internet
service
Future of
America's high
tech workforce
Use of tech tools
and algorithms in
the stock market
Intellectual
property
protections
Commercial
drone usage
None
These same issues have the greatest impact on
business and livelihood
Q2: Please select the ONE that has the most impact on your business/livelihood.
Key Tech Industry Issues
(Business Impact)

9. 9 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
26%
24%
12%
11%
10%
6%
5% 4%
Privacy of personal
data
Security of personal
data
Tech innovations
that improve
everyday life
Cost, choice and
quality of internet
service
Future of America's
high tech workforce
Intellectual property
protections
Use of tech tools
and algorithms in
the stock market
Commercial drone
usage
These same issues have the greatest impact on
business and livelihood
Q2: Please select the ONE that has the most impact on your business/livelihood.
Key Tech Industry Issues –
EXCLUDING ‘NONE OF THESE’
(Business Impact)

10. 10 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Male respondents are more concerned about
privacy and its impact on their business and
livelihood than female respondents
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female < $25k
$25k-
<$50k
$50k-
<$75k
$75k +
Privacy of personal data 13% 23% 19% 18% 21% 15% 16% 20% 20% 17%
Security of personal data 15% 13% 20% 18% 17% 18% 13% 17% 18% 18%
Cost, choice and quality of
Internet service
9% 7% 7% 9% 7% 8% 15% 8% 3% 7%
Tech innovations that improve
everyday life
16% 8% 7% 6% 7% 10% 10% 7% 10% 8%
Future of America’s high tech
workforce
9% 9% 5% 7% 9% 6% 5% 8% 3% 11%
Intellectual property
protections
8% 9% 2% 2% 7% 3% 1% 7% 4% 6%
Use of tech tools and
algorithms in the stock
market
6% 5% 3% 2% 4% 3% 1% 1% 4% 7%
Commercial drone usage 5% 4% 3% 2% 5% 1% 1% 2% 6% 3%
Q2: Please select the ONE that has the most impact on your business/livelihood.

11. 11 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
27%
19%
9%
7%
5% 5%
4% 4%
21%
Privacy of
personal data
Security of
personal data
Cost, choice and
quality of internet
service
Future of
America's high
tech workforce
Intellectual
property
protections
Commercial
drone usage
Use of tech tools
and algorithms in
the stock market
Tech innovations
that improve
everyday life
None
Consumers are most willing to take action on privacy issues
Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).
Key Tech Industry Issues
(Taking Action)

12. 12 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
34%
25%
11%
9%
6% 6%
5% 5%
Privacy of personal
data
Security of personal
data
Cost, choice and
quality of internet
service
Future of America's
high tech workforce
Intellectual property
protections
Commercial drone
usage
Use of tech tools
and algorithms in
the stock market
Tech innovations
that improve
everyday life
Consumers are most willing to take action on privacy issues
Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).
Key Tech Industry Issues –
EXCLUDING ‘NONE OF THESE’
(Taking Action)

13. 13 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Female respondents and those with incomes
over $75,000 are most likely to take action
regarding security of personal data
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female < $25k
$25k-
<$50k
$50k-
<$75k
$75k +
Privacy of personal data 25% 21% 28% 30% 25% 28% 21% 29% 30% 28%
Security of personal data 15% 16% 25% 20% 15% 23% 13% 17% 12% 29%
Cost, choice and quality of
Internet service
9% 10% 7% 11% 11% 7% 13% 8% 12% 7%
Tech innovations that improve
everyday life
10% 5% 3% <1% 5% 3% 3% 2% 8% 4%
Future of America’s high tech
workforce
11% 6% 6% 6% 8% 6% 8% 10% 2% 7%
Intellectual property
protections
8% 6% 4% 2% 6% 3% 2% 3% 5% 6%
Use of tech tools and
algorithms in the stock
market
5% 8% 1% 2% 3% 4% 4% 5% 2% 4%
Commercial drone usage 5% 8% 2% 6% 7% 3% 6% 2% 8% 5%
Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).

14. 14 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
30% 29%
16%
9% 8%
3% 3% 2%
24%
26%
11% 12%
10%
5% 4%
6%
25%
34%
11%
5%
9%
5% 6% 6%
Security of
personal data
Privacy of
personal data
Cost, choice and
quality of internet
service
Tech innovations
that improve
everyday life
Future of
America's high
tech workforce
Use of tech tools
and algorithms in
the stock market
Commercial
drone usage
Intellectual
property
protections
Personal Impact Business Impact Spurs Action
Summary of Key Issues
Key Tech Industry Issues

15. 15 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
40%
27% 26% 25%
20%
18%
16%
12%
Sign an online
petition
Contact a politician Stop using
technology in
conflict with my
beliefs
Reduce use of
technology in
conflict with my
beliefs
Meet with local or
national
representative
Post content to
personal social
media
Write an op-
ed/letter to the
editor of a
publication
Post content to
business social
media
Consumers are most likely to sign an online petition in
order to resolve a technology-related issue
Q4: If you had a specific concern about a technology-related issue, which of the following activities would you be willing to take to attempt to resolve the issue?
Likely Actions to Resolve Key
Tech Industry Issues

16. 16 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
56%
40%
29%
Political action (sign a petition, contact a politician,
meet a representative)
Stop/reduce technology use Social Activity (post content to social/business social
media, write an op-ed or letter)
When grouped by action type, consumers are most likely
to take some sort of political action, followed by
reducing or stopping technology use, and finally social
activities
Q4: If you had a specific concern about a technology-related issue, which of the following activities would you be willing to take to attempt to resolve the issue?
Likely Actions to Resolve Key
Tech Industry Issues

17. 17 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female < $25k
$25k-
<$50k
$50k-
<$75k
$75k +
Sign an online petition 43% 40% 36% 43% 40% 40% 31% 40% 37% 47%
Contact a politician 28% 21% 23% 34% 29% 25% 18% 25% 27% 37%
Stop using technology in
conflict with my beliefs
23% 29% 24% 30% 26% 27% 22% 24% 37% 26%
Reduce use of technology in
conflict with my beliefs
25% 32% 18% 28% 24% 26% 21% 23% 29% 29%
Meet with local or national
representative
21% 29% 17% 16% 25% 15% 14% 16% 17% 28%
Post content to personal
social media
28% 25% 15% 12% 22% 15% 14% 20% 14% 25%
Write an op-ed/letter to the
editor of a publication
24% 18% 10% 15% 19% 14% 10% 14% 16% 23%
Post content to business
social media
18% 21% 12% 3% 18% 7% 5% 5% 5% 24%
None of these 21% 24% 31% 20% 23% 25% 35% 25% 25% 18%
Likely actions vary significantly by age, with younger
consumers more likely to voice concerns through op-eds
or social media posts

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