Data privacy: attitudes soften

People’s attitudes to data sharing have developed over the last 10 years, according to new research, with the most people agreeing that the exchange of data is essential to the modern world – here’s what you need to know.

This is according to the latest in a series of studies by the UK Data & Marketing Association (DMA), Global Data & Marketing Alliance (GDMA), and customer intelligence specialists Acxiom.

Now in its fourth iteration, the project marks its 10^th anniversary, having begun in 2012. These figures are from the report’s UK cut, based on the responses of

A decade of development

Ultimately, a far greater proportion of people in the UK (60%) now see the exchange of information as “essential” to the running of modern society compared to 2012 (38%).

Out of a growing acceptance, however, is a growing perception of data’s intrinsic value. Now in 2022, 61% of consumers view their personal information as an asset that can be used to negotiate better prices and offers with companies, up from 40% in 2012.

While a hardcore of “data fundamentalists” unwilling to share any personal information even in return for a better service, has declined just slightly from 31% of 2012’s respondents to 23% this year, they skew older.

• 40% of 65+ consumers are Data Fundamentalists, but this drops to just 9% of 25-34s, and only 9% of 18-24s.
• The youngest consumers are typically the least concerned – the “data unconcerned” – with the segment almost doubling from 16% of respondents in 2012 to 31% in 2022.
• But more generally, concern about online privacy is falling across the board, even if it remains relatively high. In 2022, 69% of UK consumers stated high levels of online privacy concerns, compared to 84% in 2012.

Bottom line

“Overall, concern with data privacy is in decline, while the levels of happiness with the amount of data shared and comfort with the notion of data exchange are on the rise,” explains DMA CEO Chris Combemale in a statement.  

“If your product or service creates real benefits for people by using their data then you should say so, openly and proudly. Consumers will reward you with their trust and their custom.”

Sourced from the DMA