Kimberly Bella, Senior Director at Visa’s Global Data Office, recently presented key insights from Visa’s latest consumer study at the Empowering for a Trusted Digital Economy workshop held at BongoHive. The presentation, which focused on building trust in Zambia’s digital ecosystem, shared findings from a representative survey of 1,200 Zambian consumers, shedding light on their concerns and expectations regarding data privacy and security.

The study revealed significant insights about consumer trust in the digital space. It found that 54% of Zambian consumers believe companies benefit more from the use of their data than they do, and 77% expressed concerns about the potential misuse or unauthorized access to their data. Only 16% of respondents felt very secure when shopping online, indicating a broad lack of confidence in digital transactions. Bella emphasized that these findings highlight the urgent need for businesses to prioritize data security and transparency.

In line with Visa’s core data values—security, control, value, fairness, and accountability—Bella stressed the importance of giving consumers more control over their data. The research also showed that 73% of consumers want at least the option to manage their data, and that businesses which offer granular control are 1.5 times more likely to earn consumer trust. Bella highlighted that by embedding these values into their data practices, companies can build stronger, more trustworthy relationships with their customers.

The workshop provided an important platform for discussing how businesses can align data principles to create a more secure, fair, and consumer-friendly digital environment.