Who Do Great Britain's Internet Users Trust with Data? - eMarketer

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Who Do Great Britain's Internet Users Trust with Data?

Almost all internet users are concerned about privacy

February 3, 2016

Virtually all internet users in Great Britain are worried about their digital privacy—but most also think they know what to do to protect themselves.

Data Privacy/Security Awareness and Actions Among Internet Users in Great Britain, Dec 2015 (% of respondents)

A January 2016 survey by TRUSTe, Ipsos and National Cyber Security Alliance reveals that 95.5% of internet users in Great Britain worry about digital privacy, and not passively, either—87% of those surveyed are aware of activities that are related to data privacy as well as activities that could be done to protect digital privacy. What’s more, only 13% say they would use a website even if they did not trust the company or service to handle their personal information responsibly. But who do they trust to do that?

Healthcare providers are perceived as the most trustworthy users of consumer data; 72% of respondents trust them with personal data. Another 66% find financial organizations able to handle their personal data with care. But social media and advertising firms don”t fill internet users with much confidence: 32% trust social networks, and only 19% trust advertisers.

Ways in Which Internet Users in Great Britain Want to Control the Use of Their Personal Information Online, Dec 2015 (% of respondents)

How, then, do internet users in Great Britain want to control usage of their personal data? One in two surveyed say they’d like to determine who has access to their information, and another 47% would like to dictate how that information is used. Only 29% say they want the ability to delete collected information—this answer, however, may be influenced by the 50% who say they want to control who gets personal information to begin with.

It’s no surprise nearly everyone is concerned about what companies do with their personal data. More notable is that Great Britain’s internet users are educated about the issue, and are looking to actively control their information.

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