Only 23% of people have taken no action to limit their online footprint in the past 12 months, according to the latest research from Dentsu Aegis Network. Across 24 countries, the most common action was to reduce the amount of data shared online through, for example, clearing their search history and opting out of geo-location services.

Purchasing a product in-store rather than online also proved popular, countering the growing interest in e-commerce. More than one-fifth of respondents said they had taken steps to limit their internet and smartphone consumption, with time spent online registering its largest decline in 2018.

While proving less popular, 14% have still deactivated a social media account in the past 12 months, in part because of the repeated failure of large platforms to securely handle consumer data. While Facebook now reaches more than half of its attainable users each day, growth in North America is stalling.