Leger is proud to be a part of the Worldwide Independent Network of Market Research (WIN), an organization of different market researchers around the world that develops quality insights around the world. Multiple times a year, all WIN members conduct research on various subjects that interest the global population. International Day of Universal Access to Information is Seotember 27th, and WIN, along with Leger, conducted surveys on data collection, misues and AI. Leger conducted the study in the United States and Canada.
Higlights from the global study include…
Concerns over the data shared online
As digital connectivity becomes increasingly integrated into daily life, concerns about privacy and data security are on the rise. The survey reveals that 45% of respondents are worried about sharing personal information online, while half of those surveyed believe that social networks have become overwhelming. These statistics underscore a significant global unease with the digital footprint we leave behind.
Countries such as Brazil, South Korea, and Indonesia exhibit the highest levels of concern regarding digital privacy. Conversely, Malaysia, Palestine, and the Ivory Coast report the lowest levels of concern.
Awareness of Data Handling Practices
The survey also uncovers varying levels of awareness regarding what happens to personal data once it is shared. Globally, the understanding of data handling practices remains relatively low, with notable regional differences. In Africa, only 16% of respondents feel they know what happens to their data, while awareness is slightly higher in Europe at 25%. The MENA region and APAC countries report awareness levels of 31% and 33%, respectively. The Americas show the highest confidence, with 36% of respondents expressing an understanding of data practices.
On a national scale, Nigeria shows the highest level of misunderstanding, with 67% of participants expressing confusion and only 5% claiming to understand the fate of their personal data. In contrast, Indonesia demonstrates the highest level of understanding, with 55% of respondents confident in their knowledge of data handling.
AI Understanding Varies by Age
The level of understanding of AI is fairly low across the globe. The countries with higher levels of understanding are the Americas and APAC at 28%, followed by Europe and the MENA region at 22% and lastly Africa at 11%.
Understanding of artificial intelligence appears to decline with age, showing a negative correlation between age and confidence in AI knowledge. Among 18–24-year-olds, 30% of respondents report having a good understanding of AI. However, this confidence gradually decreases with each successive age group: 28% for those aged 25-34, 26% for 35-44, 22% for 45-54, and 21% for 55-64. The lowest level of confidence is found among those aged 65 and older, with only 16% feeling they have a good understanding of AI.
Globally Overwhelmed by Social Media
Half of the people globally surveyed believe that social networks overwhelm their lives, with notable differences based on gender and education level. Women are more likely to feel this way, with 52% agreeing, compared to 48% of men. The sentiment is also stronger among those with higher education: 54% of respondents with a university degree and 51% of those with a master’s or PhD agree that social networks have an overwhelming impact on their lives. Meanwhile, those with no education (41%) or lower levels such as primary (44%) or secondary (49%) report lower levels of concern.
Europe and the MENA region are the most overwhelmed with 57% of people feeling that way, followed by 51% in the Americas, 45% in APAC and 18% in Africa.
Richard Colwell, President of WIN International Association, states “These findings highlight the diverse perspectives and concerns that are shaping our relationship with technology in 2024. As we navigate this digital landscape, understanding these global sentiments is crucial for fostering a more informed and secure online environment.”
