UK consumers have personal data ‘double standards’, survey finds
22 December 2016 |
UK consumers have "double standards" when it comes to sharing their personal data, according to a new report.
Research by GBG found that while consumers are happy to hand over their data for discounts and on social media, they are not as willing to share it to fight fraud or terrorism.
28 per cent publicly share their birthdays on social media, 22 per cent share where they went to school or university and 34 per cent are not sure if their profiles are private.
But just 51 per cent said they would share their data with organisations and the government to prevent fraud, and only 31 per cent would do so to help stop terrorism.
"The findings suggest UK consumers are suffering from data double standards," said Nick Brown, group managing director at GBG.
"We will quite happily share personal information on social media, or with retailers for discounts and deals on our favourite products, but put our guards up when it comes to sharing with organisations and the government.
"This approach to data sharing causes more harm than good.
"Social media accounts can often be openly available to those with malicious intent and the information we share – whilst seemingly innocuous – can provide them the valuable data they need to commit fraudulent acts."
The report also showed a generational divide in attitudes to data.
69 per cent of those over 65 years old would share their data to help prevent fraud, compared to just 43 per cent of 18-to-24 year-olds who would do the same.
Meanwhile, 24 per cent of the younger generation would share their data for an improved customer experience, compared to just 12 per cent of over-65s.
“It’s encouraging to see many people are willing to share their data when the benefits are clear, including to help keep them safe,” Brown said.
“Yet it is understandable why many are still reluctant. In fact, we previously found that 86 per cent of consumers are worried about identity theft, whilst 57 per cent don’t provide personal details as they don’t know how they will be used. To build trust, organisations must grasp the opportunity to explain how data is used for our benefit.”
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