Technology [2021 WIN WORLD SURVEY]

May 18, 2022

The 2021 edition of the WIN World Survey (WWS) explored perspectives on technology. This survey is conducted annually by the Worldwide Independent Network of Market Research (WIN International), of which Leger is a founding member.


  • 48% of respondents are concerned about sharing their personal information digitally (including 47% of Canadians and 58% of Americans).
  • 33% of respondents are aware of what happens with their personal information after they share it with a data collector, e.g., service providers, advertisers, retailers, insurers, municipalities, etc. (including 18% of Canadians and 33% of Americans).
  • 76% of respondents say technology is extremely or very important in their life (including 70% of Canadians and 74% of Americans).

As noted by Vilma Scarpino, President, WIN International, “The impact of the technology in our life has been growing since many years now, but it’s also changing our habits and our perception of the consequences of its misuse. Despite more people are aware of the destination of the personal information they share online, the level of concern does not decrease accordingly: knowing what happens with our data, doesn’t mean we’re not skeptical or worried about it. On top of that, there are still many people ignoring the consequences of online behavior: knowledge still needs to increase in order to have fully aware customers and consumers, and it really needs to increase, considering more than three out of four people consider technology an important part of their life.”


From October 15 to December 18, 2021, over 33,000 people from 39 countries were surveyed using CAWI/CATI/F2F/TAPI online survey methods. Leger was responsible for data collection in Canada and the United States.

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