Global data privacy: What the consumer really thinks

Understanding what consumers think about data and their privacy has never been so important.

Our latest research, compiled in partnership with Acxiom and 10 DMA’s from across the globe, offers our industry valuable insight. The findings reveal how consumers around the world take a similarly pragmatic approach to sharing their data.

The research also investigates:
• What percentage of consumers across 10 markets and four continents surveyed are ‘data pragmatists’.
• How one in four consumers have little concern about how their data is collected and used.
• Which countries feel they should have ultimate responsibility for their data security over government institutions or businesses.

‘Our research shows that consumer attitudes are changing in a positive way that makes us optimistic’ ‘said Chris Combemale, GDMA board member and CEO of the DMA ‘But, as we move forward, it will be a challenge to see how businesses can capitalise on this a positive consumer attitude and ensure that consumers’ relationship with the data economy does not end with a reluctant acceptance of its existence.’

Download the full global report here: Global data privacy report – FINAL

The research also includes local market reports for each of the 10 countries studied. Find out more about each of these here: