Keywords: Privacy, Online Panel Survey, ICT Indicators

This study investigates the perspectives and practices of Internet users in Brazil regarding privacy and personal data protection. It aims to assess awareness, behaviors, and perceived risks, shedding light on critical gaps and opportunities for enhancing digital literacy and regulatory frameworks. Privacy and data protection are pressing issues in the digital age, especially in regions experiencing quickly technological adoption. This research builds upon the biannual "Privacy and Data Protection in Brazil" ICT Panel Survey, contextualizing findings within broader global debates about user empowerment and corporate responsibility in data governance. Data was collected through an online survey (CAWI) conducted in December 2023, targeting Internet users aged 16 and older across Brazil. A total of 2,618 respondents participated, ensuring a representative national sample. Weight estimation models and calibration techniques were applied using data from the Continuous PNAD (Continuous National Household Sample Survey), conducted by IBGE, and ICT Households 2023, conducted by Cetic.br. The survey explored several areas, including user familiarity with privacy concepts, data management practices, and attitudes toward risks associated with sensitive personal information and the analysis was made for key demographic variables. Statistical techniques were employed to identify patterns in user behavior, including engagement with privacy policies, configurations of digital security settings, and recourse to data-related grievances, integrating cross-tabulations and trend analysis from 2021 to 2023 that highlights shifts in practices and attitudes. Findings reveal that even though 67% declare having read privacy policies, 58% often agree with them without reading. Making purchases and accessing online banking are the activities that present the highest levels of concern, which indicate the perception of a high potential for harm related to financial loss due to personal data misuse. Regarding the provision of their personal sensitive information, concerns about biometric data remain the highest, followed by health-related data. Internet users are particularly worried when providing biometric data for government and financial institutions. Younger demographics exhibited higher digital savviness yet showed inconsistent precautionary behaviors. The study underscores the necessity of targeted educational campaigns and stronger enforcement of privacy regulations. Insights contribute to policymaking and advocacy efforts, aiming to balance innovation with user empowerment in digital environments.