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Attitudes Towards Data Sharing - UK - March 2018

“Rising use of connected devices to access websites and apps has produced a wealth of personal data. The majority of people have some concerns over the extent to which they are sharing their data and how it is being used. After the implementation of GDPR, as people become more familiar with the true financial value of their data, companies will have to offer more incentives to access personal information, while promoting transparency and trust.”
– Adrian Reynolds, Consumer Technology Analyst

This report looks at the following areas:

  • New regulations set to change the landscape of data sharing
  • Will people need incentives to share data?

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Table of contents

  1. Overview

    • What you need to know
      • Scope of this Report
      • Executive Summary

          • The market
            • GDPR implementation set to alter the data sharing landscape
              • Financial data being hacked is a major concern for consumers
                • Figure 1: Online security and privacy concerns, June 2017
              • Rising device ownership has driven data sharing
                • Figure 2: Ownership of smartphones, smartwatches and tablets, January 2013-October 2017
              • The consumer
                • Financial data is the biggest concern…
                  • …but the content of messages and emails is a close second
                    • Figure 3: Proportion of people concerned about data sharing, by type of data, December 2017
                  • People feel most comfortable sharing data on laptops
                    • Figure 4: Devices people feel most comfortable sharing data on, December 2017
                  • Vast majority avoiding new account creation to limit data sharing
                    • Nearly half of people unsure how much data they are sharing
                      • Figure 5: Attitudes towards data sharing, December 2017
                    • Over half of people would like regular updates on data sharing
                      • Figure 6: People stating they would be more comfortable sharing data with regular updates on how it is used, by gender and age, December 2017
                    • Nearly a third of people happy to share more data for free samples
                      • Figure 7: Incentives to share more data, December 2017
                    • Younger age groups far more willing to share additional data
                      • Figure 8: Incentives to share more data, by age, December 2017
                    • Retailers are best placed to boost data sharing with incentives
                      • Figure 9: Companies people would share more data with in exchange for incentives, December 2017
                    • What we think
                    • Issues and Insights

                      • New regulations set to change the landscape of data sharing
                        • The facts
                          • The implications
                            • Will people need incentives to share data?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • GDPR implementation set to alter the data sharing landscape
                                    • Large-scale data breaches bringing data sharing into focus
                                      • Open Banking aims to increase competition through data sharing
                                        • Financial data being hacked is a major concern for consumers
                                          • Rising device ownership has driven data sharing
                                            • Two thirds of people using apps more than once a week
                                            • Market Background

                                              • GDPR implementation set to alter the data sharing landscape
                                                • Large-scale data breaches bringing data sharing into focus
                                                  • Open Banking aims to increase competition through data sharing
                                                    • Financial data being hacked is a major concern for consumers
                                                      • Figure 10: Online security and privacy concerns, June 2017
                                                  • Market Drivers

                                                    • Rising device ownership has driven data sharing
                                                      • Figure 11: Ownership of smartphones, smartwatches and tablets, January 2013-October 2017
                                                    • Activities on connected devices driving more personal data sharing
                                                      • Figure 12: Activities carried out on devices (net) in the last 3 months, October 2017
                                                    • New technology generating more personal data
                                                      • Figure 13: Use of new technology in the last 3 months, October 2017
                                                    • Two thirds of people using apps more than once a week
                                                      • Figure 14: Regularity of app use, July 2017
                                                  • The Consumer – What You Need to Know

                                                    • Financial data is the biggest concern
                                                      • People feel most comfortable sharing data on laptops
                                                        • Smartphone app use making it difficult to keep track of data sharing
                                                          • Vast majority avoiding new account creation to limit data sharing
                                                            • Nearly half of people unsure how much data they are sharing
                                                              • Affluent younger demographics are more aware of data sharing
                                                                • Over half of people would like regular updates on data sharing
                                                                  • Nearly a third of people happy to share more data for free samples
                                                                  • Data Types People are Concerned about Sharing

                                                                    • Financial data is the biggest concern…
                                                                      • …but the content of messages and emails is a close second
                                                                          • Figure 15: Proportion of people concerned about data sharing, by type of data, December 2017
                                                                          • Figure 16: Concerns over data sharing, by type of data, December 2017
                                                                        • Older age groups more concerned over most data types…
                                                                          • …but location is the exception to the rule
                                                                            • Figure 17: Proportion of people concerned about selected data types, by age, December 2017
                                                                          • Vast majority of people concerned about multiple data types
                                                                            • Figure 18: Repertoire of concerns over data sharing, December 2017
                                                                        • Attitudes towards Data Sharing by Device

                                                                          • People feel most comfortable sharing data on laptops
                                                                            • Smartphone app use making it difficult to keep track of data sharing
                                                                                • Figure 19: Devices people feel most comfortable sharing data on, December 2017
                                                                              • Half of people aged 16-24 are comfortable sharing data on smartphones
                                                                                • Figure 20: Devices people feel most comfortable sharing data on, by age, December 2017
                                                                              • Regular updates vital for those sharing on computers and smartphones
                                                                                  • Figure 21: Selected attitudes towards data sharing, by leading device people are most comfortable sharing data on, December 2017
                                                                              • Data Sharing Behaviours

                                                                                • Vast majority avoiding new account creation to limit data sharing
                                                                                  • Nearly half of people unsure how much data they are sharing
                                                                                    • 81% of people avoid sharing data with compromised companies
                                                                                        • Figure 22: Attitudes towards data sharing, December 2017
                                                                                      • Over half of people would like regular updates on data sharing…
                                                                                        • …rising to over two thirds of 16-24s
                                                                                          • Figure 23: People stating they would be more comfortable sharing data with regular updates on how it is used, by gender and age, December 2017
                                                                                        • Affluent younger demographics are more aware of data sharing
                                                                                          • Figure 24: Target groups based on attitudes towards data sharing – CHAID – Tree output, December 2017
                                                                                      • Incentives to Share More Data

                                                                                        • Nearly half of people resisting sharing more data
                                                                                          • Nearly a third of people happy to share more data for free samples
                                                                                              • Figure 25: Incentives to share more data, December 2017
                                                                                            • Younger age groups far more willing to share additional data
                                                                                              • Figure 26: Incentives to share more data, by age, December 2017
                                                                                            • Half of people will share more data for a combination of incentives
                                                                                              • Figure 27: TURF analysis – Incentives to share data, December 2017
                                                                                            • Retailers are best placed to boost data sharing with incentives
                                                                                                • Figure 28: Companies people would share more data with in exchange for incentives, December 2017
                                                                                                • Figure 29: Companies people would share more data with in exchange for incentives, by selected data type, December 2017
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology
                                                                                                    • TURF analysis – Methodology
                                                                                                      • Figure 30: Table – TURF analysis – Incentives to share data, December 2017
                                                                                                    • CHAID analysis – Methodology
                                                                                                      • Figure 31: Target groups based on attitudes towards data sharing – CHAID – Table output, December 2017

                                                                                                  Attitudes Towards Data Sharing - UK - March 2018

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