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UK Attitudes Towards Data Sharing Consumer Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Technology market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Scope of this Report

This Report looks at UK consumer attitudes towards data sharing, covering, among other categories:

  • Basic personal information
  • Financial data
  • Purchasing habits
  • Social media activity

The Report looks at how comfortable consumers are sharing their data across different devices and the efforts they take to limit data sharing in an increasingly connected world.

Consumer behaviour in relation to data sharing is explored, with attitudes covering:

  • Avoidance of new account creation
  • Refusing to share data with compromised companies
  • Desire for regular updates on how personal data is being used

The research also looks at the impact of new legislation such as GDPR, with consumers set to gain greater autonomy over which companies can gain access to and keep their personal data.

As people become more aware of the financial value of personal data and how they can limit companies’ access to it, incentives will become a more important tool.

Expert analysis from a specialist in the field

Written by Adrian Reynolds, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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
Technology Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Constant digital exposure
              • The relationship between technology, experiences, and brands
                • Influencers offer key marketing for brands
                  • Digital advertising goes mobile
                    • Digital addiction increasingly a concern
                      • Figure 1: Generation Z online behaviours, June 2018
                    • Companies and brands
                      • Twitter combatting fake news
                        • Spotify updates mobile app to give users greater control
                          • Facebook adds measures to educate and protect users
                            • Exclusive features push users to the Apple ecosystem, for fear of missing out
                              • The consumer
                                • Nearly all have access to a smartphone
                                  • Laptops a popular option for older Gen-Zers
                                    • Multiple avenues for media consumption through personal and household devices
                                      • Figure 2: Personal and household ownership of technology devices, June 2018
                                    • Gaming leads digital activities
                                      • Social media access
                                        • Messenger apps an opportunity for extending reach
                                          • YouTube most likely to be accessed
                                            • Figure 3: Social networks accessed at least once a week, June 2018
                                          • Stories encourage a constant digital presence
                                            • Social media for social change
                                              • Figure 4: Activities performed on social media, June 2018
                                            • eSports a rapidly growing market
                                              • Influencers have wide-reaching appeal
                                                • What we think
                                                • Issues and Insights

                                                  • Media viewing habits changing the way brands reach consumers
                                                    • The facts
                                                      • The implications
                                                        • Digital addiction and a toxic online environment
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Constant digital exposure
                                                                • The relationship between technology, experiences, and brands
                                                                  • Digital advertising goes mobile
                                                                    • Brands must demonstrate social responsibility
                                                                      • Digital addiction increasingly a concern
                                                                      • Market Background

                                                                        • Constant digital exposure
                                                                          • The smartphone generation
                                                                            • Seeking unique experiences
                                                                              • Figure 5: How Generation Z would spend £1,000, by age, June 2018
                                                                            • The relationship between technology, experiences, and brands
                                                                              • Influencers offer key marketing for brands
                                                                                • Figure 6: Top 5 Instagram influencers in the beauty sector, by cost per post, 2018
                                                                              • Digital advertising goes mobile
                                                                                • Brands must demonstrate social responsibility
                                                                                  • Social networks facilitate the spread of misinformation
                                                                                    • Digital addiction increasingly a concern
                                                                                      • Controlling negative experiences and cyberbullying
                                                                                        • Figure 7: Generation Z online behaviours, June 2018
                                                                                    • Companies and Brands – What You Need to Know

                                                                                      • Social networks combatting fake news
                                                                                        • Spotify updates mobile app
                                                                                          • Apple expands FaceTime to support groups
                                                                                            • Facebook tackles social media addiction
                                                                                            • Launch Activity and Innovation

                                                                                              • Combatting fake news
                                                                                                • Facebook
                                                                                                  • Twitter
                                                                                                    • Spotify updates mobile app to give users greater control
                                                                                                      • Snapchat uses visual search to aid product discovery
                                                                                                        • Apple’s iOS 12 promotes social connectivity, digital assistant interaction, and wellbeing
                                                                                                          • Exclusive features push users to the Apple ecosystem, for fear of missing out
                                                                                                            • Taking another shot at voice control
                                                                                                              • Combatting digital addiction
                                                                                                                • Facebook adds measures to educate and protect users
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • Nearly all have access to a smartphone
                                                                                                                    • Multiple avenues for media consumption
                                                                                                                      • Portable gaming devices have more diverse appeal than static consoles
                                                                                                                        • Gaming leads digital activities
                                                                                                                          • Messenger apps an opportunity for extending reach
                                                                                                                            • YouTube most popular social networking site
                                                                                                                              • Stories encourage a constant digital presence
                                                                                                                                • eSports a rapidly growing market
                                                                                                                                • Device Ownership

                                                                                                                                  • Nearly all have access to a smartphone
                                                                                                                                    • Figure 8: Personal and household ownership of technology devices, June 2018
                                                                                                                                    • Figure 9: Ownership of smartphones, by age, June 2018
                                                                                                                                  • Laptops a popular option for older Gen-Zers
                                                                                                                                    • Figure 10: Ownership of laptops, by age, June 2018
                                                                                                                                  • Multiple avenues for media consumption through personal and household devices
                                                                                                                                    • Males key owners of static consoles, but portable consoles have more diverse appeal
                                                                                                                                    • Digital Activities

                                                                                                                                      • Gaming leads digital activities
                                                                                                                                        • In-app purchasing a familiar activity for this generation
                                                                                                                                          • Figure 11: Digital activities performed by Generation Z, June 2018
                                                                                                                                          • Figure 12: Digital activities performed by Generation Z, by device, June 2018
                                                                                                                                        • Social media access
                                                                                                                                          • Messenger apps an opportunity for extending reach
                                                                                                                                            • Instant chat to support brand communication
                                                                                                                                              • Automated chat services
                                                                                                                                                • Gen-Zers continue the push towards video streaming
                                                                                                                                                • Social Media Platforms

                                                                                                                                                  • YouTube most likely to be accessed
                                                                                                                                                    • Instagram just in the lead of the big three networks
                                                                                                                                                      • Fringe networks
                                                                                                                                                        • Rejection of social media
                                                                                                                                                          • Figure 13: Social networks accessed at least once a week, June 2018
                                                                                                                                                      • Social Activities

                                                                                                                                                        • Stories encourage a constant digital presence
                                                                                                                                                          • Figure 14: Activities performed on social media, June 2018
                                                                                                                                                        • AR and the rise of filters
                                                                                                                                                          • Social media profiles follow users across the web
                                                                                                                                                            • Brand marketing doesn’t mean marketing the product
                                                                                                                                                              • Figure 15: Brand marketing on social media
                                                                                                                                                            • Social media for social change…
                                                                                                                                                              • …but fake news is a significant concern
                                                                                                                                                              • Technology Habits

                                                                                                                                                                • Influencers have wide-reaching appeal
                                                                                                                                                                  • eSports a rapidly growing market
                                                                                                                                                                    • TV is still the preferred choice for media consumption
                                                                                                                                                                      • Gen-Zers embrace streaming
                                                                                                                                                                        • Streaming preferred method of paying for video content
                                                                                                                                                                          • Access to music helped by streaming
                                                                                                                                                                            • Figure 16: Generation Z technology behaviours, June 2018
                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                            • Abbreviations
                                                                                                                                                                              • Consumer research methodology