From October 2019 to December 2019, the WIN Network (Worldwide Independent Network of Market Research) and ESOMAR (the global trade association for the data and insights industry) surveyed over 25,000 people in 40 countries.
The objective of this survey was to understand people’s attitudes about sharing their personal data with businesses.
ACROSS THE WORLD, PEOPLE ARE CONCERNED ABOUT SHARING THEIR PERSONAL INFORMATION
Concerns about sharing personal information are the highest among respondents in North America (78%) and lowest in the MENA (Middle East and North Africa) (49%).
OVER HALF OF RESPONDENTS WORLDWIDE INDICATE THAT THEY HAVE BEEN VICTIMS OF DATA MISUSE
The proportion of respondents who report they have been victims of data misuse (spam, phishing, email hacks, leaked personal details, bank account or credit card hacks) varies by region. In Europe, over two-thirds report being victims, in Latin America and Africa, around three-in-five, and in North America, four-in-five.
ALTHOUGH PEOPLE UNDERSTAND THAT THEIR PERSONAL INFORMATION IS VALUABLE TO DATA COLLECTORS, THEY DO NOT NECESSARILY CONSIDER SHARING IT TO BE VITAL
Europeans (74% agree) and residents of the Asia-Pacific region (75% agree) are particularly likely to agree they understand their personal information is valuable for data collectors.
Worldwide, less than half think that sharing personal information/data is vital and necessary (except in the Asia–Pacific region, where two-thirds feel this way).
Just over seven-in-ten respondents in the Asia-Pacific region, Europe, and North America do not like data collectors’ current privacy practices.
As noted by Finn Raben, Director General, ESOMAR, “Data is at the cornerstone of good decision making in both businesses and governments, even more so in a pandemic. Although this study paints a worrying picture for the future of data collection, we know that people’s views about sharing their data really change when they trust the organisation collecting it. And you can build trust; consumers respond well to companies that give them control over their data and are clear and transparent.”