Global data privacy:
What the consumer
really thinks
May 2018

Research partner

GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Contents
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Foreword. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Part 1: The Changing Global Consumer Landscape.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Part 2: Promoting a Healthy Global Data Economy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Part 3: Global Rights and Responsibilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
About Acxiom. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
About the DMA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
About Foresight Factory.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

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COPYRIGHT: THE DMA (UK) LTD 2018

GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Introduction
Welcome to the first ‘Global data privacy: What the consumer really thinks’ report, which takes a theme we’ve been
investigating regularly in the UK for the past five years and, for the first time, expands to take in the views of people
across 10 markets and 4 continents globally. The findings offer insight into the similarity of consumer views aroundtheir data, but with some interesting differences that this report goes on to discuss. We’d like to thank Acxiom forpartnering with us on bringing this valuable insight to our growing global community.
This research is released amidst a significant increase in discussion about data, following recent news headlines andthe introduction of the General Data Protection Regulation (GDPR) in Europe. These new laws seek to balance thecustomer’s right to privacy with the legitimate interests of companies wanting to serve them. This may go some way
to rectifying the current perception three-quarters of consumers have that businesses benefit most from the sharingof personal data.
We are in a new era of data privacy. Questions have been raised about whether major data breaches and increased
discussion surrounding our personal data is impacting consumer anxiety over how their information is used andmanaged. In fact, our research shows that consumer attitudes are changing in a positive way that makes us optimistic.
The majority of people (51%) we surveyed across the globe are ‘Data pragmatists’ who will decide whether to share
their personal information on a case-by-case basis, dependent on the benefits.
Meanwhile, one in four consumers (26%) have little concern about how their data is collected and used, which thestudy describes as the ‘Data unconcerned’. Even fewer (23%) are unwilling to provide their personal information, evenin return for service enhancement (‘Data fundamentalists’). Despite some changes across the 10 countries involved in
the study, the overall trend towards a pragmatic approach to data is resounding.
Despite the clear cultural difference and maturity of the respective data economies around the world, consumers
increasingly understand the part data has to play.
Across all countries control, trust and transparency form the foundational basis for healthy data economy. For instance,
88% of consumers cite transparency as the key to trusting organisations. Improving transparency and control for
people will help companies be in a much stronger position to engage them within the data economy.
This strikes at one of the core principles of Europe’s GDPR: ‘accountability’. This requires companies to consider the
impact on privacy and the risks posed to their customers before doing anything with their data and strives to achievea balance between privacy and innovation.
If your product or service creates real benefits for people by using their data, then you should be happy to say so –openly and proudly. Consumers will reward you with their trust and their custom.

Chris Combemale,
GDMA Board member & CEO of the DMA (UK) Group2COPYRIGHT: THE DMA (UK) LTD 2018

GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Foreword
Globalisation. A term that’s no longer new and something we live with every day.
The majority of us have gotten used to global products, global fashions, global working and global entertainment.
From smartphones to cars, from sportswear to hairstyles, from email to videoconferencing and from social media to
subscription TV, we are all, undeniably, more global in our lives.
Whether we’re talking of the physical world of homes, offices and shops or the digital world, whether the data
connection is direct or indirect, data is almost always, almost everywhere, in almost all that we do.
Never before has it been so important to understand how consumers think of data and data privacy. That’s true bothwithin countries and between countries and it’s true not just for global brands, but for smaller ones and start-ups. Afterall, most of the world’s biggest digital brands were start-ups just a decade or so ago and are now serving the world’s
consumers.
This report helps us all orientate around people, the consumer. It helps us respect local differences where they exist,
but perhaps more so, as this report shows, it helps us recognise the relative consistency of attitudes towards data
privacy globally.
At these times of changing data legislation, to see how so many consumers really feel about data in this world we live
in together, gives us the best possible chance to get it right, together.

Sheila Colclasure,
Global Chief Data Ethics Officer at Acxiom

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Executive summary
The majority of global consumers are Data Pragmatists
Over half (51%) of consumers across 10 global markets are Data Pragmatists; people who are happy to exchange datawith businesses so long as there is a clear benefit for doing so. Just over a quarter (26%) of global consumers are Data
Unconcerned; people who show little or no concern about the use or collection of their personal data. Less than 1
in 4 (23%) fall into the Data Fundamentalist segment; people who are unwilling to share personal information under
any circumstances. Consequently, it is now the vast majority of global consumers (77%) who show no fundamental
objection to engaging in the data economy, demonstrating fertile ground for the future.
Global privacy concerns are high, but there is general happiness with the amount of data shared
A majority of global consumers indicate a relatively high level of concern with the issue of online privacy, with anaverage of 74% across the 10 markets stating a degree of concern. Despite this, the majority of consumers across all
markets claim that they are happy with the amount of personal information they currently exchange; with agreement
reaching 62% in Singapore.
High awareness and understanding of the role of data exchange across global societies
A significant proportion of global consumers believe that sharing personal data is part of the modern economy, withsuch opinions being the most pronounced in Germany, the UK and the USA where two-thirds agree. However, thevalue of data exchange to the running of society more broadly is less acknowledged; only in Singapore do a majority(55%) of consumers hold this view.
Global consumers assume most responsibility for their own data security
Across global markets, consumers display high levels of personal responsibly when it comes to their own data
security. On average, 38% of global consumers believe they should have ultimate responsibility for their data security.
Conversely, 15% claim ultimate responsibility should lie with government institutions and just 5% state it should lie
with businesses/organisations.
Industry is seen to disproportionally benefit from the data economy across global markets
At present, there is a global imbalance in who is perceived to benefit from the current data economy. On average
across global markets, 78% of consumers believe that industry benefits most from data sharing and just 9% believethat consumers currently benefit the most. However, younger consumers are more likely to believe that they currently
benefit most from the data they exchange with industry; for example, 23% of 25-34 year olds in Australia already holdthis view. Despite this, the extent of the perceived imbalance will need to be addressed in order to capitalise on thewider positive trends highlighted in this report and to build a data economy that is seen to benefit all parties moreequally.
Establishing trust is paramount to developing a sustainable global data economy
The primary factor that encourages consumers to exchange personal data with industry is the overall level of trustin the specific business or organisation. Half (51%) of consumers across global markets put trust in an organisationin their top three factors that make them happy to share personal information with a company. This compares tojust 36% of global consumers who selected the second highest ranking factor; receiving free services or products in
exchange for personal information.
Control is a core and consistent consumer aspiration
A consistent aspiration across the global consumer landscape is for more control over the use and flow of personal
data. Indeed, 83% of global consumers claim that they would like more control over the personal information theygive to companies and the way in which it is stored. This rises to 89% in Spain and falls to 78% in the Netherlands.
Providing consumers with an enhanced sense of control will be a key foundation for a healthy data economy.
Transparency is entrenched as a global priority for data exchange
The vast majority of consumers across all markets claim that increased transparency over how their data is used andcollected is critical when sharing personal information with businesses. Indeed, 86% of consumers globally state thattransparency over how their data is used and collected is important when exchanging data with a company.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Global consumers showcase a strong entrepreneurial spirit towards the data economy
The global customer base is primed to engage with the data economy. An average of 73% across global markets
view their data as something that can be exchanged for better services and offers from brands. Such attitudes drive atransactional relationship with the data economy; providing fertile ground for a mutually beneficial and healthy data
economy across the globe.
Broad interest in a range of incentives for data exchange, beyond just monetary reward
Once the foundations of trust, control and transparency are in place, there is a range of strategies that brands canutilise to engage consumers within the data economy. Indeed, significant minorities across global markets areinterested in a wide range of incentives that can be offered in exchange for their personal information. For example,
almost half (47%) of global consumers state they would be likely to share their personal data in exchange for freeproducts/services, while a third (31%) would do so in exchange for personalised products and services.

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COPYRIGHT: THE DMA (UK) LTD 2018

GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Part 1: The Changing
Global Consumer LandscapeThe findings presented here demonstrate a mature and empowered global consumer mindset towards online privacy
and data exchange. Moreover, there is high public awareness and acceptance of the role data exchange has in themodern digital economy; albeit with clear differences across the various markets.

A pragmatic view towards data exchange across global markets
In 2012 and 2015, the UK DMA and Foresight Factory constructed a segmentation analysis that categorised consumers
according to their attitudes towards privacy and data exchange in the UK. The key segments adopted were:•

Data Pragmatists: those who will make trade-offs on a case-by-case basis as to whether the service orenhancement of service offered is worth the information requested•

Data Fundamentalists: those who are unwilling to provide personal information even in return for service
enhancement•

Data Unconcerned: those who are unconcerned about the collection and use of personal information aboutthem

For the purposes of this work, we have recreated the above segmentation across 10 global markets and found that:•

51% of the population across the global markets are Data Pragmatists•

23% of the population across the global markets are Data Fundamentalists•

26% of the population across the global markets are Data Unconcerned

Such findings show that the vast majority of global consumers have no fundamental objection to the sharing of
personal data. Indeed, over half are prepared to engage in data exchange so long as there is a clear benefit for doing
so, while a further quarter show little concern with sharing personal information altogether. Just 23% of global
consumers show an unwillingness to engage with the data economy.
However, the proportion of Data Pragmatists does vary across global markets. For instance, while the pragmatist
mindset is particularly pronounced in markets such as the USA and Spain, reaching almost 60% of consumers, this falls
to just 40% in Germany and the Netherlands.
Interestingly, in markets where the number of Data Pragmatists is notably lower, there is a corresponding increase in
the proportion of Data Unconcerned. For example, in Germany and the Netherlands, where there is a relatively smaller
Data Pragmatist population, over a third of consumers are Data Unconcerned.

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COPYRIGHT: THE DMA (UK) LTD 2018

GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

A segmentation of attitudes towards privacy across global markets
100%
19%

18%

26%

29%

23%

26%

25%

25%

80%
22%

34%

35%

26%

26%

40%

39%

Germany

Netherlands

24%
17%

60%

16%

24%

24%

25%

27%

40%
59%

58%

57%

54%

53%

50%

50%

49%

20%

0%
Spain

USA

Singapore

Argentina
Pragmatists

CanadaFranceFundamentalists

UK

Australia

Unconcerned

Across global markets, there is a clear trend in terms of the consumer groups that are most likely to fall within thethree segments. For example, younger consumers globally are far more aligned to the unconcerned mindset
compared to older age groups. This is most apparent in Germany where 58% of 18-24 year olds are Data Unconcerned.
But this trend is apparent across all markets. For instance, 43% of 18-24 year olds in Argentina are Data Unconcerned,
compared to 20% of those aged 65 and over.
At the same time, older consumers are much more likely to be Data Fundamentalists. In Australia, for example, 38%of consumers aged 65+ are Data Fundamentalists compared to 15% of consumers aged 18-24. To highlight this trend
even further, in the USA 38% of older consumers are Data Fundamentalists compared to just 12% of 18-24 year old
consumers.
While age clearly has an impact on the likelihood that consumers are either Data Fundamentalists or Data
Unconcerned, this is not the case for the Data Pragmatists. Indeed, the Data Pragmatists are broadly age agnostic, witha relatively consistent number of consumers falling within this segment across age groups.
Concerns over online privacy remain, but general happiness with the levels of data sharing
A majority of consumers across all global markets show a relatively high level of concern about the issue of online
privacy. Levels of concern vary across markets, with the highest level of public concern evident in the USA and Spain
where 81% indicate to have some level of concern with their online privacy. Conversely, the number of consumers
showing concern with online privacy drops to two-thirds in Germany and the Netherlands.
However, it should be noted that high levels of concern around online privacy are not a direct indicator of negativity
towards the data economy. Indeed, the proportion of Data Fundamentalists is actually higher in those markets thatshow low levels of overall privacy concern.
Moreover, the markets that display the most levels of concern are those that are dominated by the pragmatist
mindset, suggesting that higher levels of concern are due to a more guarded and transactional attitude towards thedata economy; rather than a sense of negativity or disengagement.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

“On a scale from 1 to 10 where 1 is ‘not at all concerned’ and 10 is ‘very concerned’, how do you rate your levels ofconcern about the issue of online privacy these days?” | % who answer 7-10
100%

80%

82%

81%

77%

75%

75%

74%

74%

72%

60%

66%

65%

Germany

Netherlands

40%

20%

0%
USA

Spain

CanadaAustralia

UK

Singapore

FranceArgentina

A majority of consumers in all global markets are happy with the amount of data they exchange with organisations
these days. Agreement with this statement reaches 62% in Singapore and 58% in Argentina, falling to 53% and 52% in
the Netherlands and the USA respectively.
“On the whole I am happy with the amount of personal information I give to organisations these days” | % whostrongly agree or agree
100%

80%

60%

40%
56%

50%

49%

49%

49%

47%

47%

48%

49%

43%

20%

0%

6%

8%

6%

6%

5%

7%

7%

5%

4%

Singapore

Argentina

CanadaFranceGermanyUK

Spain

Australia

Netherlands

Strongly agree

9%
USA

Agree

High awareness and acceptance of data exchange across global markets
A significant proportion of consumers across global markets believe that sharing personal data is part of the modern
economy. Such sentiments are particularly pronounced in Germany, the UK and the USA where around two-thirds
agree. However, agreement falls to less than half of consumers in Argentina and France; 48% and 46% respectively.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

“Sharing data and personal information online is part of the modern economy” | % who strongly agree or agree
100%

80%

60%

40%

54%

54%

52%

55%

53%

48%

48%

44%

40%

39%

20%

0%

10%

9%

10%

6%

6%

10%

Germany

UK

USA

Singapore

Australia

Spain

Strongly agree

5%

7%

8%

7%

Netherlands

CanadaArgentina

FranceAgree

The value of data exchange to the smooth running of society is less acknowledged by global consumers; only in
Singapore do a majority of consumers agree with this statement. Such evidence suggests that the economic benefitsof data exchange are evident across the global consumer landscape, but the wider ancillary benefits accredited tomodern information sharing are less understood and valued.
“The exchange of personal information is essential for the smooth running of modern society”% who strongly agree or agree
100%

80%

60%

40%
50%

39%

38%

20%

0%

35%

37%

33%

32%

30%

27%

29%

5%

7%

6%

7%

4%

8%

5%

5%

6%

3%

Singapore

Spain

UK

Argentina

Australia

USA

Germany

CanadaFranceNetherlands

Strongly agree

Agree

Across global markets, there is high awareness of the collection and use of personal information. A majority in almost
all markets claim to feel more aware of how their data is used and collected, with agreement reaching almost threequarters in the Netherlands, Argentina and Spain. The notable exception is France, where just 40% of consumers claim
to be more aware.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

“I feel more aware of how my data is used and collected than in the past” | % who strongly agree or agree
100%

80%

60%

40%

63%

59%

56%

56%

56%

48%

49%

49%

45%
32%

20%

0%

10%

13%

14%

12%

10%

Netherlands

Argentina

Spain

Germany

Singapore
Strongly agree

16%

12%

12%

10%

8%

USA

UK

Australia

CanadaFranceAgreeInterestingly, while global consumers demonstrate high levels of awareness around data exchange and happinesswith the current amount of information shared, this has not led to a significant number of global consumers feelingmore comfortable with the idea of sharing personal data with companies. Only in Singapore do a majority of
consumers claim to be more comfortable with the idea of exchanging personal data. However, agreement does rise
considerably among younger consumers across some markets. For example, over half of 18-24 year olds in Australia
agree with this statement.
“I feel more comfortable with the idea of exchanging some personal data with companies than I did previously”% who strongly agree or agree
100%

80%

60%

40%
52%
39%

20%

0%

35%

37%

35%

32%

30%

27%

26%

29%

6%

5%

9%

7%

5%

6%

6%

5%

6%

2%

Singapore

Australia

USA

UK

CanadaGermany

Argentina

FranceSpain

Netherlands

Strongly agree

Agree

Overall, there is clear evidence of a maturing global data economy, with significant consumer awareness andacceptance of the use and role of data exchange in modern economies.
However, the low level of comfort demonstrated with exchanging personal data with industry is an indicator that
becoming more aware and accepting of the data economy does not necessarily lead to proactive and positive
engagement.
Indeed, a challenge for the global industry will be how to capitalise on the positive consumer attitudes highlighted
in this report and ensure that customer engagement with the data economy does not end with a sense of reluctant
acceptance.
The steps that can be taken to promote a culture of data exchange that fosters more positive engagement, overreluctant acceptance, will be explored below.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Part 2: Promoting a
Healthy Global Data Economy
Globally, there are a number of challenges emerging for the future data exchange landscape. There is evidence of astrain on the current value exchange model, while high levels of interest in and use of ad blocking technology will
enable consumers to directly opt-out of aspects of the data economy.
At the same time, while we find a strong awareness of the intrinsic value of personal data, there is currently a clear
perceived imbalance in terms of who currently benefits the most from the data economy.
Despite such challenges, the evidence presented here highlights how building a foundation for the data economy
built on control, trust and transparency can nurture the evolution of a healthy global data environment.
Moreover, with such foundations in place, there is a wide range of incentives that industry can utilise to engage
consumers and build a future data economy that is to the benefit of all.

Challenges for the current data economy
The importance of promoting the benefits that global consumers receive from data exchange becomes evident when
we consider the proportion of people globally who are prepared to pay for certain online services rather than share
their personal information.
As demonstrated in the chart below, more consumers globally are prepared to pay for TV/movie and music streaming
services rather than exchange personal data in order to receive these services for free. In addition, almost equal
numbers are prepared to pay for online news services as they are to exchange personal data. This may be attributed
to the fact that these categories already provide (optional) paid subscription models to their users and that consumer
responses are in effect tied to the status quo. Indeed, online services that are usually provided for free, such as e-mailand social networks, receive relatively lower preference for direct payment options.
“For each of the following services, please state whether you would prefer to pay for the service or share personal
information in exchange for free access to the service” Global Average

35%

26%

TV/Movie streaming services (e.g. Netflix, Amazon Video etc.)

28%

26%

Music Streaming (e.g. Spotify, Apple Music etc.)

24%

38%

Messaging apps (e.g. WhatsApp, Facebook Messenger, Snapchat).

26%

45%

E-mail (e.g. Gmail/Outlook)

20%

38%

Social networks (e.g. Facebook, Twitter)

25%

27%

Online news subscriptions
0%

20%

40%

60%

80%

100%

I would prefer to share personal information with this service to receive it for free
I would prefer to pay for this service so that I do not have to share any personal information

Nevertheless, the significant minorities of consumers globally who would prefer to pay for services rather thanexchange personal data, highlights the importance of communicating, reinforcing and improving the value exchange
model on offer to consumers across the global data economy.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Significant level of interest in ad blocking
A further challenge to the existing global data economy is the high level of interest in ad blocking technology acrossall global markets. Strong majorities in all markets have either used or would be interested in using ad blocking
technology, reaching 82% in Singapore.
“Have you or would you be interested in using ad blocking software(e.g. a programme/software that removes advertising you would normally see when browsing online)?”
100%

80%

60%

48%

38%

33%

32%

36%

36%

41%

40%

35%

31%

31%

35%

34%

UK

Australia

CanadaNetherlands

29%

40%

20%

34%

37%

Singapore

USA

42%

42%

37%

38%

Spain

Argentina

0%Germany

FranceHave used

Have not used but would be interested in using

The use of such technology will enable consumers, in some instances, with the ability to put any unrest with thecurrent value exchange model into more meaningful action; essentially opting out of the model altogether.
Below we outline how the value exchange between consumer and industry globally can be maintained andstrengthened.

Engaging the Consumer Capitalist
Despite the challenges outlined above, we find a global consumer base that is primed to engage with the data
economy. The vast majority of consumers in all markets view their data as personal property that can be used to tradewith brands for better services and offers. Indeed, an average of 73% of global consumers view their data in this way,rising to 79% in Spain and dropping to a low of 67% in the Netherlands.
My data is my property and I should be able to trade it if I like (e.g. for better offers, services)% who agree strongly or agree
100%

80%

60%
51%

50%

53%

51%

43%

40%

44%

54%

56%

18%

16%

Australia

Singapore

45%
51%

20%
28%

26%

22%

23%

Canada

UK

29%

28%

25%

16%

0%
Spain

USA

FranceStrongly agree

Germany

Argentina

Netherlands

Agree

Viewing data as a commodity that can be utilised for personal gain drives a transactional engagement with theinformation economy, which will be critical in reinforcing the value exchange between industry and consumer.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

However, the extent to which consumers believe they can action the value of their data varies across markets. For
example, while around half of consumers in markets such as France, the USA and the UK see their data as an asset thatcan be used to negotiate better prices and offers, this falls to just a third in the Netherlands.
“I see my personal information as an asset that I can use to negotiate better prices and offers with companies”% who agree strongly or agree
100%

80%

60%

40%
50%
40%

39%

36%

36%

37%

37%

35%

20%

0%

31%
30%

10%

9%

10%

13%

12%

11%

10%

9%

7%

Singapore

Spain

Australia

FranceUSA

UK

Argentina

CanadaGermany

Strongly agree

3%
Netherlands

Agree

Addressing the perceived asymmetry between industry and consumer
While global consumers show an entrepreneurial mindset to the potential benefits on offer from their engagementwith the data economy, the vast majority of global consumers believe that businesses benefit disproportionately fromdata sharing. On average across all global markets, 78% of consumers claim that businesses currently benefit mostfrom the data economy; compared to just 9% who claim that the consumer does.
This perceived imbalance in particularly prominent in Spain and Germany with 87% and 85% respectively believingthat industry are the primary beneficiaries. Consumers in Singapore show the lowest perceived imbalance, with 17%
already believing they currently benefit most.
“In your opinion, who currently benefits the most from personal data exchange?”
100%
5%

6%
17%

80%

8%

10%

6%

79%

78%

80%

CanadaArgentina

Netherlands

11%

8%

75%

USA

10%

9%

78%

73%

74%

UK

Australia

France

60%

40%

87%

85%
72%

20%

0%
Spain

Germany

Singapore

Businesses

Consumers e.g. me

A more positive trend emerges among younger consumers. For example, the number of 18-24 year olds in the USA
and Canada who claim that consumers benefit most from the data economy is 18% and 17% respectively. Moreover, inAustralia, 23% of 25-34 year olds also hold this view.
Despite such trends among younger customer groups, the continued imbalance in the data economy perceived byconsumers will need to be addressed in order to promote a sustainable and healthy global data landscape.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Foundations for a healthy value exchange
Across global markets, three consistent consumer aspirations emerge in terms driving positive engagement with thedata economy – control, trust and transparency. These are crucial hygiene factors that need to be implemented inorder to build the foundations for a healthy global data economy.

Control remains key
The first foundation for healthy data economy is to provide global consumers with an enhanced sense of control overthe collection and use their personal data. Vast majorities in all global markets agree that they would like more control
over the personal information that they give to companies, rising to 89% of people in Spain and only falling to 78% in
the Netherlands.
“I would like more control over the personal information I give companies and the way in which it is stored”% who strongly agree or agree
100%

80%

60%

49%
60%

48%

46%

48%

43%

48%

50%

46%

34%

31%

35%

Germany

Australia

UK

50%

40%

20%

40%

36%

38%

35%

39%

CanadaUSA

Argentina

FranceStrongly agree

Agree

26%

28%

0%
Spain

Singapore

Netherlands

Alongside this underlying aspiration for greater control, consumers across global markets indicate a consistentcontrol deficit when it comes to data exchange. Indeed, as outlined in the chart below, significant numbers of global
consumers claim to feel little or no control over key aspects of their data exchange with businesses and organisations.
For example, on average across all 10 markets, 58% of consumers claim a lack of control over preventing companies
from sharing their personal information with third parties. Moreover, 54% claim they have a lack of control over being
able to ensure that businesses use their data for purposes initially agreed.
“How much control do you think you have over the following? Please use the scale from 1 to 10 where 1 is ‘I don’t
feel I have any control at all’ and 10 is ‘I feel that I have complete control’” | Net who do not feel in control
0%

20%

40%

Preventing companies from sharing my personal information with 3rd parties

80%

100%

58%

Preventing companies from collecting information about me

14

60%

56%

Being able to compel a company to delete any information they have about me

54%

Ensuring brands use my data for the purpose I initially agreed to54%

Choosing the rewards or benefits I receive in return for sharing my data with companies

45%

The privacy settings that allow me to choose how much data I choose to share

45%

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Building trust is paramountThe second foundation of a healthy global data economy will be building and communicating a greater level ofcorporate trust, both at an individual business level and for the data industry as a whole. Indeed, when global
consumers were asked to rank the key factors that would encourage the sharing of personal data, trust in the businessor organisation consistently emerged as the most important. On average, just under half of consumers across the 10
markets put trust in an organisation in their top three factors. This compares to just 36% of global consumers who
selected the second highest ranking factor; receiving free services or products in exchange for their information.
“Please rank the following in terms of what makes you happy to share your personal information with acompany?” | % who rank each option in their top three | Global Average
0%

20%

40%

I trust the organisation

80%

100%

49%

I get free services and products in exchange

36%

I can get higher value goods for a lower price35%

It is a brand or business I have bought from23%

I get improved service

23%

It is a well-known brand20%

My friends/family recommended them

19%

I get special offers tailored to me

19%

It saves time (i.e. shopping lists/card details)

16%

They have good online reviews for their products and services
If I receive adverts that are of interest/relevance to me

60%

14%
9%

While trust in an organisation is a key driver of data exchange across all markets, the extent to which this is the casedoes vary across global markets. For example, trust as a precursor of exchanging personal information reaches around
55% agreement in markets such as Australia, the USA and the UK. But this falls to around 40% in Spain and Germany.
“Please rank the following in terms of what makes you happy to share your personal information with acompany?” | % who rank ‘I trust the organisation’ in their top three
100%

80%

60%

40%

20%

9%

9%

10%

10%

7%

10%

11%

12%

10%

11%

36%

34%

32%

33%

9%
9%

34%

11%

11%

9%

8%

10%

11%

9%

7%

22%

20%

23%

24%

FranceArgentina

Spain

Germany

33%

0%Australia

USA

UK

CanadaSingapore
Rank 1

Rank 2

Netherlands
Rank 3

Despite such regional variations, trust remains a key foundation for driving healthy engagement with the data
economy across global markets.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Consumers seek transparency
The third foundation for building a healthy global data economy is providing consumers with a greater sense oftransparency over the collection and use of their personal data. As demonstrated in the chart below, the vast majority
of consumers globally claim that a range of transparency features are critical when sharing information with industry.
For example, 86% of global consumers claim that transparency over how their data is used and collected is importantto them when sharing their personal data with a business.
“How important are each of the following to you when sharing your personal information with a company?”% who say very important or important | Global Average
0%

20%

40%

60%

80%

Transparency about how my data is collected and used86%

Any benefits for sharing my data are made explicit at the start

84%

The terms and conditions are easy to read and understand85%

A flexible privacy policy that allows me to control the types and amount of data I wish to share84%

The link between the data I share and the benefits provided are clear

83%

100%

The chart below highlights the consistent importance of transparency about how data is used and collected as adriver of data exchange across all global markets. Indeed, agreement reaches 91% and 88% in Spain and Argentina
respectively and falls to around 80% in France and the Netherlands.
“How important are each of the following to you when sharing your personal information with a company?”
Transparency about how my data is collected and used
100%

80%

28%

23%

29%

28%

28%

27%
40%

60%

29%

28%

52%

51%

Australia

France

33%

40%
63%

65%

57%

57%

56%

56%
44%

20%

47%

0%
Spain

Argentina

CanadaUK

USA

Germany

Very important

ImportantSingapore

Netherlands

Control, trust and transparency form the foundational basis for healthy global data economy. Once these are in place,businesses and organisations will be in a much stronger position to engage consumers within the data economy. The
array of engagement strategies and tools that can utilize will be explored below.

Incentivising data sharing
Once the foundational factors outlined above are in place, global consumers indicate that there are a wide range ofincentives that industry can use to engage them within the data economy. For example, approaching half of global

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018consumers would be likely to share their personal information in return for direct financial reward or free products/
services. At the same time, almost a third of global consumers would be likely to share their personal data in return for
personalised products, services and advice.
The fact that only a minority of global consumers show a willingness to exchange personal data, across all the
incentives tested in this research, demonstrates the importance of communicating and reinforcing the current value
exchange model for the data economy. However, the significant minorities that indicate an eagerness to exchange
personal information for such a wide range of possible incentives, highlights the arsenal of tools available to industry
when engaging customers within the global data economy.
“How likely would you be to share your personal information in exchange for the following incentives?”% who select each option | % who say likely (1-4) | Global Average
0%

20%

40%

Direct financial reward e.g. cash payments

60%

80%

100%

47%

Entirely free products or services

45%

Loyalty points

42%

Discounted products or services

42%

Signing a petition for a political/charitable cause

32%

Exclusive access to newl products/services

32%

Access to exclusive events

31%

Personalised products or services

31%

Personalised advice that saves me time

30%

Donations to charity

29%

Volunteering for a charity

29%

Access to exclusive online media content

27%

Across global markets, there are clear differences in terms of the appeal of incentives for exchanging personal
information. Indeed, consumers in markets such Argentina, Germany and the UK show far more interest in incentives
for data sharing compared to their counterparts in markets such as the Netherlands and Australia. For example, while
53% of German consumers would likely exchange their personal information in return for discounted products/
services, this falls to just 30% in the Netherlands.
“How likely would you be to share your personal information in exchange for the following incentives?”% who say likely (1-4)
100%

80%

60%

60%
53%

57%

53%

40%

52%

48%

49%
43%

48%

49%
43%

44%
38%

39%

43%

40%

38%

37%
30%

34%

20%

0%
Argentina

Germany

UK

Spain

USA

Direct financial reward e.g. cash payment

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CanadaFranceSingapore

Netherlands

Australia

Discounted products or services

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

At the same time, 43% in Argentina would be likely to share their personal data in return for personalised products orservices compared to just 22% in Australia.
“How likely would you be to share your personal information in exchange for the following incentives?”% who say likely (1-4)
100%

80%

60%

40%

43%
36%

35%

30%

34%

31%

20%

34%
28%

33%
27%

31%

26%

31%

27%

28%
22%

22%

19%

21%

18%

0%
Argentina

GermanyUK

Spain

Singapore

Personalised products or services

USA

FranceCanadaAustralia

Netherlands

Personalised brand recommendations

There are clearly variations in how open global markets are to different data engagement channels and offers. Indeed,businesses across these nations will have to create tailored and innovative incentivisation strategies that cater to thespecific needs and aspirations of customer groups within their respective markets.
Despite this, it is clear that the global consumer landscape is receptive to a significant range of incentives that industry
can utilise to strengthen the value exchange on offer and nurture a healthy future data economy.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Part 3: Global Rights
and Responsibilities
Global consumers show significant levels of autonomy and responsibility for their engagement with the data
economy, as well high levels of awareness over the public discourse of data security issues and concerns.
However, evidence from European markets suggests that more will need to be done to raise awareness andunderstanding of the specific regulatory frameworks and protections that are in place. Such measures will help
nurture the wider sense of empowerment demonstrated by consumers across global markets.
At the same time, efforts will need to be made to communicate the importance and benefits of cross-industry andgovernment data sharing; to ensure the future data economy can rise to the challenges posed by a rapidly changing
and turbulent technological landscape.

Significant levels of individual responsibility
Global consumers display a high level of personal responsibility when it comes to their data security. When asked
whether the government, industry or individual consumers should have ultimate responsibility for data security,
respondents were most likely to select the consumer across all markets. On average, 38% of consumers globally claimthat they have ultimate responsibly for their own data security. In comparison, 15% claim that government institutions
have ultimate responsibly and just 5% stated that brands/organisations did. Just over a third (35%) believe that such
responsibility should be held by a combination of these options.
As the chart below demonstrates, such opinions do vary across markets. For example, consumers in Spain and theNetherlands place significantly more responsibility on government institutions, vis-a-vis consumers, compared toother markets. However, in Germany, Australia, the UK and the USA we find a much more notable view that consumers
themselves are the ultimate gatekeepers of their own data security. Indeed, in the USA, just 6% believe that ultimate
responsibility should lie with government institutions; compared to 43% who claim it should lie with consumers. Less
than 1 in 10 in all markets believe that brands or organisations should have ultimate responsibility their data security.
“In your opinion, who should have ultimate responsibility for your data security?” | % who select each option
100%

80%

27%

34%

31%

37%

36%
40%

31%

37%

39%

6%

7%

41%

3%
60%

16%

6%

3%
10%

10%

6%

8%

7%
6%

4%

13%

9%

40%

49%
20%

46%

46%

43%

41%

40%

18%

34%

18%

33%

3%

24%

23%

26%

25%

Spain

Netherlands

0%Germany

AustraliaUK

Me, the consumer

USA

Singapore

Government institutions

CanadaBrands/organisations

FranceArgentina

A combination of these options

One driver of the high levels of personal responsibility demonstrated by global consumers is likely the significant
awareness of news stories about data security. Indeed, vast majorities in all markets agree that recent news headlines
about data security breaches have heightened their awareness about their personal data privacy. Agreement reaches
around 85% in the USA, Singapore, Spain and the UK. Consumers in the Netherlands show the lowest agreement withthis statement, falling to 66%.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

“Recent news headlines about data security breaches have heightened my awareness about my own personal
data privacy” | % who strongly agree or agree
100%

80%

60%

51%
64%

55%

54%

55%

56%

52%

50%

40%

20%

54%
55%

34%
20%

29%

29%

24%

22%

25%

24%

18%

11%

0%
USA

Singapore

Spain

UK

CanadaAustralia

Strongly agree

Argentina

FranceGermany

Netherlands

Agree

However, looking at European markets specifically, there is low awareness of the new General Data Protection
Regulation (GDPR) that will be introduced in May 2018. Indeed, on average across these markets, around a quarter
claim to be aware of the new regulations. Awareness of GDPR is highest in the UK, rising to 32% of consumers.
Conversely, awareness of GDPR falls to a low of 20% in France.
“I am aware of the new General Data Protection Regulation (GDPR) that will be introduced in May 2018”% who strongly agree or agree | European markets only
100%

80%

60%

40%

20%

0%

24%

8%
UK

25%

20%

17%

3%

6%

6%

6%

Netherlands

Germany

Spain

FranceStrongly agree

14%

Agree

Building collaboration across industry and government
The impact of rapid technological changes predicted by the onset of the Fourth Industrial Revolution is expected tocreate a range of new challenges for governments and industry across the globe. Indeed, advances in areas such as
the Internet of Things and Artificial Intelligence will create a range of new challenges to the global data economy;
particularly in relation to privacy and security. In the face of such threats, it is widely expected that more collaboration
across industry competitor silos, and across business and government more broadly, will be a crucial step to ensure
the data economy infrastructure and safeguards are fit for purpose.
Interestingly, we find significant support for the sharing of data across government departments across numerous
global markets. For instance, in Singapore and Spain, 58% and 54% respectively would be happy for a government
department to share their personal information with other government departments to make public services more
efficient. However, this falls notably in markets such as Germany and the USA; to just 33% and 31% respectively.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

“I would be happy for a government department to share my personal information with other government
departments to make public services more efficient” | % who strongly agree or agree
100%

80%

60%

40%
50%

42%
37%

38%

33%

20%

0%

33%

29%

32%

27%

23%

8%

12%

9%

7%

10%

8%

8%

4%

6%

8%

Singapore

Spain

UK

Australia

FranceCanadaArgentina

Netherlands

Germany

USA

Strongly agree

AgreeConsumers are less happy for businesses to share data with other businesses in order to provide more tailored services
and products. Indeed, less than a third of consumers in 9 out of 10 markets are happy for businesses to share data forsuch purposes. The clear exception is Singapore, where 46% of consumers are happy with cross-business data sharing.
“I would be happy for a business to share my personal information with other businesses if it will give me more
tailored services and/or products” | % who strongly agree or agree
100%

80%

60%

40%

20%

0%

41%
26%

24%

22%

23%

23%

5%

5%

6%

8%

6%

Singapore

Argentina

FranceUSA

SpainStrongly agree

22%

19%

6%

4%

5%

4%

UK

Australia

Germany

Canada18%

17%
2%
Netherlands

Agree

Due to the importance of more collaboration across government and industry stakeholders to drive a healthy global
data economy, more will need to be done to communicate the need and benefits of such partnerships across global
markets; especially with regard to data sharing across businesses.

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

Methodology
In November 2017, Foresight Factory conducted, on behalf of the GDMA, an online survey of a minimum 1,000* sample
of respondents aged 18+** across 10 global markets exploring public attitudes towards privacy and data exchange. The
markets included in the survey are Argentina, Australia, Canada, France, Germany, the Netherlands, Singapore, Spain,
the UK and the USA.
In total, 11,474 respondents were surveyed across the 10 markets.
For this research, Foresight Factory set interlocking nationally representative quotas on age, gender and region per
country. This ensured the sample was representative of the population. Weighting was also applied to further ensure anationally representative sample.
The analysis of the data and the segmentation of findings were conducted in-house by Foresight Factory’s quantitative
analysis team.
*2000 respondents in USA**18-64 in Singapore

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About Acxiom
Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere
through a simple, open approach to connecting systems and data that drives seamless customer experiences andhigher ROI. A leader in identity and ethical data use for nearly 50 years, Acxiom helps thousands of clients andpartners around the globe work together to create a world where all marketing is relevant. Acxiom is a registeredtrademark of Acxiom Corporation. For more information, visit www.acxiom.com

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GLOBAL DATA PRIVACY: WHAT THE CONSUMER REALLY THINKS MAY 2018

About the GDMAGDMA is an organisation that represents, supports and unites marketing associations from around the globe that
focus on data-driven marketing. It promotes worldwide initiatives aimed at providing marketers with global trend
information, thought leadership and know-how on data-driven marketing across all sectors, disciplines and channels.
Twenty-seven marketing associations are currently part of GDMA and more countries will join as their marketing
associations begin to undertake the data-driven marketing remit. Collectively, they represent a significant proportionof the world’s major brands, corporations, suppliers and agencies. Through its members’ associations, GDMA provides
access to the world’s largest network of data-driven marketing organisations and influencers.
For more information, visit www.dma.org.uk

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About Foresight Factory
Foresight Factory is a leading international consumer futures business. Our core expertise is based on identifying andforecasting social and consumer trends and determining the extent of their impacts on markets, services, brands andproducts. Since our launch in 1996, we have worked to meet the strategic needs of businesses through the applicationof insight. We identify measure and examine trends, attitudes and behaviours through the rigorous analysis ofquantitative and qualitative research. Our robust programme of research provides businesses with the grounding
and confidence to anticipate the likely impact of the evolving consumer environment and identify new market andrevenue opportunities. For more information, visit www.foresightfactory.co

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