The amount of data people are willing to hand over has changed dramatically in the wake of the Cambridge Analytica scandal and other instances of data misuse hitting the headlines. There has been a breakdown in trust.
Therefore, companies will have to go for an opt-in approach and allow people to draw the line where they feel most comfortable. This line will vary depending on the type of business people are providing data to – the sector they operate in, the services they offer, their experience and, most importantly, the level of trust people have for the business. For example, people are much more likely to give more detailed, personal information to a healthcare provider than a streaming service.