As digital services continue to play an increasing role in daily life, new data from cybersecurity Upwind’s latest survey reveals an unsettling trend: Americans are growing more dependent on platforms like email, social media, and streaming services—but they remain deeply distrustful of organizations' ability to keep their personal data secure. The results show a fascinating mix of convenience, necessity, and skepticism, reflecting the broader cultural conversation surrounding tech reliance and data privacy.

Key Findings from the survey:

• Email and Social Media Lead the Way: Over 57% of Americans use email and social media multiple times daily, with email being the most used service. Over half (54%) of respondents stated they would be “significantly impacted” without access to email, while only 32% felt the same about social media.
• Explosive Growth in Social Media Use: Nearly a third (31%) of respondents report that their social media use has increased significantly over the last five years, reflecting the growing role of platforms like Facebook, Instagram, and TikTok. Streaming services like Netflix and Hulu are also seeing sharp increases in usage, with 56% of respondents saying their reliance on streaming services has grown.
• Trust in Financial Institutions, Skepticism Toward Tech Giants: Despite increasing digital dependency, trust in tech companies remains split. Large financial institutions (banks and credit card companies) enjoy the highest level of trust for handling personal data, with 34% of respondents stating they “very much” trust these organizations. In contrast, tech giants like Google and Facebook see moderate trust despite their crucial role in daily activities.
• AI Tools Still Gaining Steam: While nearly two-thirds of Americans use AI tools like Siri or Alexa at least weekly, these services are still not as integrated into our daily routines. Only 15% of Americans would be “significantly impacted” by losing access to AI, indicating that for now, AI is viewed more as a supplementary tool than a necessity.

As our real and digital lives become further intertwined, the tension between convenience and privacy is obvious. While platforms like email and social media have become indispensable, users remain wary of the security risks they present. This growing concern is highlighted by major data breaches in the news, placing cybersecurity in the spotlight like never before.

Upwind's Role in Bridging the Trust Gap

As a leader in cloud infrastructure and application security, Upwind is aware of the challenges organizations face in securing their digital operations. With a growing dependency on cloud services and platforms, businesses need solutions that allow them to identify threats faster, mitigate risks, and build customer trust in an increasingly complex cybersecurity landscape.

"This survey highlights the increasing challenges organizations face in securing their digital operations. At Upwind, we’re focused on empowering businesses with the tools they need to manage risk, reduce noise, and respond to threats faster, so they can operate with confidence in an evolving cloud landscape," said Joshua Burgin, CPO of Upwind Security.

Upwind’s cloud security platform helps organizations gain insights into vulnerabilities and can address data security threats, attacks and scams before they impact operations. This approach not only safeguards businesses, but also builds trust with their customers at a time when security is critical to maintain reputation and growth.

Methodology

The survey was conducted via Pollfish on November 20, 2024, and included a representative sample of 1,200 American respondents. The sample reflects the demographic makeup of the U.S., including variations in state residence, sex, race, income level, and age.