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Brief Published: 14 Mar 2018

British Adults Concerned About Sharing Data

A third of British adults would feel more comfortable if an organisation explained how it intended to use their data

Brits are concerned about sharing their personal information online and are more comfortable sharing data with organisations they know and trust, according to new research from UK non-profit Open Data Institute (ODI). Key highlights include:

  • Familiarity Breeds Trust: Knowledge of an organisation increases people's likelihood to share their personal data. Sixty-four per cent of respondents would share their personal information with a brand or organisation they know, while only 36% would offer such details to one they didn't. However, this behaviour changes with age. One in five (20%) 18- to 24-year-olds would feel comfortable sharing their date of birth with an organisation they hadn't heard of, while for 45- to 54-year-olds, the figure is just 8%.
  • Health Comes First: The most popular 'data trade-off' was for medical research, with 47% saying they would share health-related information if it helped develop new medicines and treatments. In fact, more consumers trust health organisations with their data (64%) than they do their friends and family (57%).
  • Information is Power: A third of respondents (33%) said they would feel more comfortable if an organisation explained exactly how it intended to use or share their data. The findings also reveal a lack of data literacy among consumers and highlight the role that brands might play in addressing this, as 18% would welcome clear, step-by-step instructions on how to share their personal data safely.

For more on how brands can attain trust in the era of big data and artificial intelligence, see Tech for Trust: DLD 2018.