In celebration of Data Privacy Day, global cybersecurity and data protection company Acronis released the findings of its report“Data Privacy in 2025”, which explores consumers' perceptions and practices regarding cybersecurity. The survey covered more than 2,480 consumers in eight countries, including Brazil, and provides a detailed analysis of global attitudes on the subject.
Main highlights in Brazil
Brazilian users stood out as the most conscious and proactive regarding data protection compared to other nations. The country, however, also faces significant challenges:
- Importance attributed to data privacy: Brazilians gave an average score of 9.4 (on a scale of 0 to 10) for the importance of data protection – the highest among all countries surveyed and above the global average of 8.6.
- Concern about data security: 9.3 is the global average score given to the level of concern regarding the security of personal information, while Brazil had an average of 8.0.
- Protection practices above the global average:
- 82% of Brazilians use strong passwords, compared to 68% in the rest of the world.
- 34% check the security of websites before providing personal information, while globally only 21% adopt this practice.
- 56% avoid clicking on suspicious links or attachments, compared to a global average of 40%.
- High rates of data loss or theftDespite stricter practices, one-third of Brazilians reported experiencing data loss or theft, above the 25% recorded globally. It is likely that this negative experience may have driven greater awareness and caution.
Global context: growing concerns and significant gaps
Overall, the report revealed that 64% of respondents cited data breaches as their main privacy concern. Other highlights include
- Backup practices: Two-thirds of global consumers (66%) perform regular backups, but 9% have not yet adopted this practice and 4% are unfamiliar with the concept of backup.
- Password weaknesses: Although 68% use strong passwords, only 46% enable two-factor authentication (2FA), an essential step to prevent unauthorized access.
- Cyber education on the rise: Learning about safety through online videos is a trend, with 44% of global respondents turning to this resource.
- Mobile security adoption laggingAlthough 43% of respondents report using mobile security applications, 35% are not familiar with these tools, even as smartphones become essential for modern digital life.
- Attitudes versus actions: While more than 60% rate data security as “very important,” only 40% frequently update their passwords and nearly 70% continue to use public Wi-Fi networks for sensitive activities.
"At Acronis, we see how corporate practices and individual behaviors shape the landscape of data privacy and cybersecurity," said Gaidar Magdanurov, President of Acronis. We launched this survey around Data Privacy Day to better understand how domestic users think about data protection and the measures they are taking to safeguard their information. Although many people are rightly concerned about how organizations handle their data, this survey highlights that individuals also play a crucial role in protecting themselves.
The report highlights the importance of protecting personal information, revealing consumers' perceptions of digital risks and the need for greater education and accessible tools to strengthen cybersecurity. In its first year, it highlights the contrast between the growing knowledge about threats and the lack of proactive measures. On Data Privacy Day, Acronis encourages fundamental practices such as regular backups, two-factor authentication (2FA), and the use of security applications.
"This inaugural consumer-focused research, conducted by Acronis, highlights a critical paradox in modern cybersecurity: people are increasingly aware of the risks, but many still lack the tools or knowledge needed to protect themselves effectively," said Gerald Beuchelt, Acronis CISO. Data breaches are one of the main concerns worldwide, so there is an urgent need for simpler and more affordable cybersecurity solutions, combined with data backup, and more effective education to empower people to protect their digital lives. These efforts can help bridge the gap between awareness and action.
