What until recently seemed like a technical concern is now a decisive factor in the relationship between people and brands. Smart devices — from phones to connected speakers and TVs — make life easier but also open the door to new risks.
According to the European study Privacy is Power, promoted by Samsung, Spain is the country most concerned about digital privacy: 93% of respondents say they are concerned, far above the European average (88%).
Digital trust is the new challenge: 9 out of 10 Spaniards fear losing control of their data.
A connected and stressed generation
The data is clear: 88% of young people between 18 and 43 admit feeling stressed when managing their privacy, thirteen points above the European average. In fact, 72% say they feel overwhelmed by the complexity of controlling what happens with their personal information.
Most focus on their mobile phone: 60% think daily about the security of their smartphone. But this attention reveals a blind spot: 32% of Spaniards ignore the risks of other connected devices in the home (TVs, speakers, smart appliances).
Knowledge and trust: the main gap
Only 14% of young people feel well informed about how their data is managed. This lack of education leads to two consequences: the feeling of having no control and resistance to adopting new technologies. 20% avoid sharing data between devices for fear of security breaches.
Even so, the study also shows an opportunity: 75% of Spaniards are asking for more training, and 69% would adopt artificial intelligence with more confidence if they had clear security guarantees.
From privacy to brand reputation
For brands, privacy is no longer just a technical issue. It has become a purchasing criterion: 86% of Spaniards consider it a key factor when buying technology. This is why communication strategies must speak about protection, transparency, and control with the same clarity as they speak about products and services.
At MC Advertising (Publicidad Montseny), with a strong presence in Osona and Catalonia, we help brands face this challenge through communication: how to explain what happens with data, how to convey trust, and how to integrate security and transparency into the brand experience.
This is something we already incorporate into SEO and GEO strategies, digital campaigns, and content creation because we know that today a company’s reputation is also built on how it cares for the privacy of its audience.
The trend is clear: Spain leads Europe in concern about digital privacy, but it also has the key to turning this challenge into an opportunity. Brands that put transparency at the center will gain a competitive advantage at a time when the public demands innovation, but also responsibility.
Do you want your brand to be synonymous with trust in an increasingly demanding digital environment?
At MC Advertising (Publicitat Montseny) we can help you turn privacy and transparency into a key differentiating value for your brand, with both national and international reach.
¿Por qué la privacidad digital es clave para las marcas en 2025?
Porque los usuarios valoran cada vez más la transparencia en el uso de sus datos. La privacidad digital ya no es solo una cuestión técnica, sino un factor que influye directamente en la reputación de marca y en la decisión de compra.
¿Qué datos preocupan más a los consumidores?
Principalmente los datos personales recopilados por móviles, altavoces inteligentes, televisores conectados y otros dispositivos. Muchos usuarios desconocen los riesgos asociados a estos aparatos, lo que genera desconfianza.
¿Cómo afecta la privacidad digital a la confianza del cliente?
Una marca que gestiona y comunica bien el uso de los datos genera más confianza. Hoy, 9 de cada 10 consumidores temen perder el control de su información, por lo que las marcas que priorizan la privacidad ganan ventaja competitiva.
¿Qué pueden hacer las empresas para mejorar su comunicación sobre privacidad?
Integrar mensajes claros de protección de datos, transparencia y control en sus estrategias de comunicación, webs, redes sociales y campañas. No basta con cumplir normativas: hay que comunicarlo bien.
¿Es la privacidad digital una oportunidad para diferenciar mi marca?
Sí. En un contexto donde la mayoría de empresas hablan de innovación, las que añaden valores como seguridad y confianza destacan. La privacidad se ha convertido en un valor diferencial potente.
How can an agency like MC Advertising help in this field?
From Vic, we help brands clearly communicate their commitment to digital privacy through SEO strategies, digital campaigns, branded content, and reputation positioning.
