Consumer perspectives on data
privacy
Wave 2
November 2021
Dawn Mulvey
dawn.mulvey@accent-mr.com
Richard Falk
richard.falk@accent-mr.com
Don Nguyen
don.nguyen@accent-mr.com
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Background & Methodology overview
Background: Data Privacy remains an area of
concern for consumers and companies alike.
Accent began tracking consumer attitudes and
awareness towards privacy with some self-funded
research at the end of February 2020 to
understand consumers’ willingness to share
different types of personal data, the trade-offs
they’re prepared to make and to explore how
different market sectors and brands fare in terms
of trustworthiness.
Methodology:
Quantitative stage:
• Nat rep survey of 1000 GB Adults
• Fieldwork conducted using an online panel
(Dynata)
• Field dates: 26 February to 06 March 2020
4
Wave 1
Background: Wave 1 was run just prior to the outbreak of COVID-19 so this wave (wave 2) also
tracks how living through the pandemic has shaped attitudes and behaviours towards online data
privacy.
For this wave Accent have partnered with ICO and OFWAT, each of whom contributed 10 new
questions to the online survey.
There is also a qualitative element: we carried out 3 focus groups with different levels of online data
privacy engaged UK consumers, one for high, medium and low levels of engagement.
The ICO contributed 15 minutes’ worth of discussion to the focus group topic guides.
Methodology:
Quantitative stage:
• Nat rep survey of 1001 UK Adults (given the onboarding of the ICO as research partner)
• Fieldwork conducted using an online panel (Dynata)
• 15 October to 28 October 2021
Qualitative Stage: 3 x 90 minute groups with 6 participants each. Mixed age & gender. Groups
defined by level of engagement with online data privacy.
Wave 2
About the sample
23
16
19
16
16
10
1
65+
55 to 64
45 to 54
35 to 44
25 to 34
18 to 24
16 to 17
% participants
Age
50
50
Mal
e
Fem
ale
% participants
Females
Males
Gender
5
Results for neither wave were weighted as achieved samples
were nationally representative by age, gender, SEG and region.
The quotas were met in both waves of the research.
Where possible, we have drawn out significant differences
throughout the presentation based on demographics. Results
are based on two-sided tests with significance level .05.
1
1
21
6
5
9
17
23
11
4
Prefer not to say
Student
Retired
Unemployed for another reason
Unemployed due to ill health
Manual worker (with no…
Manual worker (with industry…
Supervisor; clerical; junior…
Intermediate managerial,…
Senior managerial or professional
Occupation
6
1
25
20
30
23
Not stated
DE
C2
C1
AB
SEG
Ages in the household
8
11
9
25
14
3
5
3
38
14
1
1
1
9
1
5 2
9
8
11
3
14
Up to 5 years
6 to 12 years
13 to 17 years
18 to 65 years
Over 65 years
1 2 3 4 5+ Not stated
36% with children
Charts show % of participants
Privacy insights
More than half (59%) continue to say they are not fully aware of their choices around data sharing online,
relatively consistent with pre Covid levels (62%)
8
Base; All participants: 1001. Charts show % of participants
Q9. To what extent are you aware of the choices around the levels of data sharing and
types of permission companies have to ask you for?
41%
51%
8%
Fully aware Partly aware Not aware at all
Awareness around choice of data
sharing is likely to decrease with age
66
58
49
37
30
19
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
% Fully Aware
Less than full
awareness
59%
Though this is only
up 2% from wave 1.
Female full
awareness
has gone up
4% in this wave.
62% partly or not
aware at all
Wave 1
81% feel its important they have opt-outs, a slight decline from pre Covid levels (89%)
9
Base; All participants: 1001.
Q11. How important do you feel it is that consumers are given options to opt in or out
of providing access to their data?
3%
1%
5%
10%
29%
52%
Don't know
Not important at all
Not particularly important
Neither important or unimportant
Fairly important
Very important
81%
Opt-outs are highly sought after but become
significantly more so for those 35+
64%
68%
81%
82%
91%
93%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
89% very or fairly
important
Wave 1
A moment of conflict? 81% feel its important they have opt-outs but over two-thirds (70%) feel they don’t
have a choice around what personal data they share
10
Base; All participants: 1001.
Q10. To what extent do you feel you have a choice around what personal data you share
with companies?
30
51
12
7
Full choice Partial choice No choice at all Don`t know
Less than full
choice 70%
Q11. How important do you feel it is that consumers are given options to opt in or out
of providing access to their data?
81%
81% feel its very or fairly important they are
given options to opt in or out of providing
access to their data
Though 44% of
those 25–34
compared to 25% of
those 45 to 54 and
only 17% at 65+
1%
2%
13%
44%
40%
Strongly diagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Over 9 in 10 care strongly about their data privacy (91%), and 84% are willing to take action to protect it
11
Base; All participants: 1001
Q12r1. To what extent do you agree or otherwise with the following statements? I care
about my data privacy
Q12r2. To what extent do you agree or otherwise with the following statements? I am
willing to take action to protect my data privacy
84%
0%
0%
7%
39%
52%
Strongly diagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
91%
However only 1 in 4 have switched companies because of data privacy concerns and just 1 in 3 have
requested removal of their personal data from a company's system – are consumers missing the controls
they need to take the action on their data privacy they want to
12
Base; All participants: 1001
Q13r1. Please answer yes or no for each of the statements below: I have switched
companies or providers because of data privacy concerns
Q13r2. I have requested for my personal data to be removed from a company's
system
76%
24%
No Yes
68%
32%
No Yes
Significantly differences among different age groups can be found on next page
Significantly higher proportion of consumers in younger age groups have switched providers due to data
privacy concerns and asked for their data to be removed from a company data base
13
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q13r1. Please answer yes or no for each of the statements below: I have switched
companies or providers because of data privacy concerns (showing % of YES)
Q13r2. I have requested for my personal data to be removed from a company's
system (showing % of YES)
24
39
34
32
21
16
11
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
32
50
39 39
30
26
19
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
Sig higher than
average
Sig lower than
average
Sig higher than
average
Sig lower than
average
The Children’s code is not widely known about, though parents say they are slightly more guarded about their
children's information than their own
14
Base; All participants: 1001. Participants with children: 356. Q16 is only shown to those with children.
Q14. Typically, when you share your data in order to use a service or product, for example when you shop online, use an
energy company or book a holiday online, which level of data sharing do you sign up to?
Q16. Please now think specifically about your children, when you share THEIR data in order to use a service or product,
which level of data sharing would you sign them up to? (for children)
Q15. The Children`s code, which came into practice on
02/09/21, is a data protection code of practice for online
services. Before today had you heard of the Children`s code?
72%
28%
No Yes
Though 45% of
parents
27
15
31
57
15
31
40
63
14
15
24
73
14
21
30
69
Don`t knowI allow my data and
information to be passed to
third parties
Allowing the company to
use my information for
marketing, research,
forecasting etc
Sharing the basic
information to enable the
company to provide me
with the service they offer
For Children With children
Without children Everyone
Sig higher than
average
Sig lower than those
without children
Sig higher than
those without
children
Sig higher than
those with
children, average
and for children
27
15
31
57
Don`t knowI allow my data and
information to be
passed to third parties
Allowing the company
to use my information
for marketing,
research, forecasting
etc
Sharing the basic
information to enable
the company to
provide me with the
service they offer
15
Q16. Please now think specifically about your children, when you share THEIR data in order to
use a service or product, which level of data sharing would you sign them up to?
Q15. The Children`s code, which came into practice on 02/09/21, is a data
protection code of practice for online services. Before today had you heard of
the Children`s code?
Base; All participants: 1001. Participants with children: 356 , Participants without children: 645 . Q16 is only shown to those with children.
72%
45%
19%
28%
55%
81%
Total Parents Non Parents
No Yes
Significantly more likely to be:
- 45 and above (46%)
- Retired (58%)
- Social grade DE (43%)
Those with children were significantly more likely to be aware of the Children’s code when compared to those
without
Types of data and Brand
Trust
Leisure activities (53%) and date of birth (53%) are the only data types that over half of the sample are
comfortable with sharing
17
Base; All participants: 1001.
Q21. Thinking about different types of data, from the statements below, please select the one that describes your general
attitude to sharing each of the following types of information with companies
14
15
16
22
24
22
23
30
24
14
16
21
20
22
27
26
22
29
13
16
18
17
17
18
15
14
15
27
23
19
16
12
12
13
13
12
27
25
24
22
20
18
18
17
15
Biometric information eg facial recognition
Location, e.g., GPS tracking while out and about
Financial, e.g. household income, salary, mortgage
information
Specific personal health data, e.g. medication needed,
vaccine status, covid status
Basic household information, e.g. home address,
number of people living in your household
Shopping habits
Travel behaviour, e.g. railcard, frequent flyer accounts
Date of birth
Leisure activities, e.g. hobbies, season tickets
I am comfortable sharing this data with
companies I use to enable them to provide me
with the service offered
I am comfortable sharing this data with
companies I use but only if there is benefit for
me (special offers, premium ser
I am uncomfortable sharing this data with
companies but will do so on rare occasions if
there is benefit for me (special
I am uncomfortable sharing this data with
companies in any circumstances and try to
avoid it
I am uncomfortable sharing this data with
companies and only do so if I need to in order
to access the service
Prefer not to answer
This data indicates there is low consent for the online data
sharing that is part and parcel for consumer life in the UK
Majority
comfortable
Majority
uncomfortable
Wave 1
The NHS continues to be far and away the most trusted organisation when it comes to data sharing. Trust in
government has almost doubled from wave 1
18
Base; All participants: 1001.
Q23. How comfortable would you feel about sharing your data with the types of organisation shown below?
4
6
7
8
8
7
9
11
10
11
13
16
3
4
4
4
4
4
6
6
7
7
9
13
6
6
7
7
7
8
10
9
12
12
12
22
Social media companies such as Facebook or Twitter
Media & Entertainment companies such as Netflix,
PlayStation or Spotify
Technology service providers such as Google or Amazon
Mobile phone companies
Supermarkets
Travel/holiday companies
Utilities companies (electricity/gas/water)
Insurance companies
Healthcare companies such as Bupa
The Government
Banks
The NHS
8 9 Very comfortable
Showing 8 to 10 (out of 10)
% comfortable
51%
34%
30%
29%
26%
25%
19%
19%
19%
18%
16%
13%
% comfortable
49%
33%
17%
23%
25%
23%
17%
19%
18%
16%
14%
10%
Change since
wave 1
Significantly higher
The types of data that consumers are most willing to share with companies are those where there is an obvious
relevance and use to them
19
Base; All participants: 1001.
Q23. For each type of personal data that you saw previously, please indicate which type of companies / organisation would you be happy to share it with
Mobile phone
Banks
Supermarkets
Insurance Utilities
(electricity/
gas/water)
Social media
Technology
service
providers
Media &
Entertainment
The
Government
Travel/
holiday
companies
Healthcare
insurance
The NHS
Basic household information
22 35 24 31 38 9 21 15 33 17 23 34
Date of birth
28 48 22 38 27 16 21 18 42 24 36 55
Location
17 14 11 11 14 8 12 8 16 11 10 22
Financial
9 55 7 16 12 4 8 7 14 5 9 10
Personal health
6 7 6 14 8 5 7 7 14 7 34 60
Shopping habits
10 11 46 7 9 8 9 9 8 7 6 7
Leisure activities
12 9 10 11 10 11 11 17 9 20 10 14
Travel behaviour
9 9 7 13 9 7 8 8 11 39 9 10
Biometric information eg facial recognition
13 18 7 9 8 6 7 7 13 5 8 16
Not willing to share data
Willing to share data
Financial for banks
Shopping habits for
supermarkets
Personal health
for the NHS
1 in 5 still say they generally trust companies with their personal data (Q28), but respondents were able to identify
brands with whom they were both comfortable and uncomfortable sharing
20
Base; All participants: 1001.
Q26. Can you think of any specific brands who you are more
uncomfortable sharing your data with than others?
Q24. Can you think of any specific brands who you are more comfortable
sharing your data with than others?
80%
20%
No Yes
71%
29%
Q28. Please indicate how much you trust companies you`re sharing
personal information with
I never trust
any company,
even if I share
information
with them, 31%
I don't trust companies at
first, but my level of trust
changes once I've used
their services for a while,
48%
I generally trust
companies with my
personal
information, 21%
20% ‘generally trust
companies’
Wave 1
16%24%
Men are more likely to
think of specific
brands than women
24%35%
34%
53%
Men are more likely to
never trust companies
than women
Younger consumers are more likely to have higher trust in companies that they’ve shared personal information
with; while older consumers have lower trust, and are more specific about brands they trust
21
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q26. Can you think of any specific brands who you are more uncomfortable
sharing your data with than others? (% YES)
Q24. Can you think of any specific brands who you are more comfortable
sharing your data with than others? (% YES)
Q28. Please indicate how much you trust companies you`re sharing personal
information with
20
19
14
19
15
22
27
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
29
22
19
23
29
35
42
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
31
24
27
32
37 37
29
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
48
51
48
43 43
48
55
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
21
24
26
25
20
15
16
Total 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
I never trust any
company, even if I
share information with
them
I don't trust companies
at first, but my level of
trust changes once I've
used their services for
a while
I generally trust
companies with my
personal
information
Sig higher than 55+
Sig higher than
35 to 54
Sig lower than 45
to 64
Sig higher than average
Sig higher lower than 55+
Sig higher than average
Sig lower than 65+
22
Specific brands consumers are more comfortable sharing your data with…
23
Specific brands consumers are less comfortable sharing your data with…
Over two thirds of consumers (71%) are open to sharing more data with factors relating to both trusting and
knowing more about privacy information and receiving a financial benefit being the main incentives
24
Base; All participants: 1001.
Q29. Thinking generally, is there any information you would need to know to
help you decide whether you would agree to share your data?
19%
45%
36%
Yes No Don`t know
Q30. What, if anything, would encourage you to share more of your data with
a company?
6
23
10
12
12
15
16
22
22
23
32
33
Nothing, I would do it and not expect anything in
return
Nothing, I am not comfortable sharing any more
than I need to
Getting personalised adverts & services
To receive special offers from third parties
Being given an elite/special membership
Helping others/the wider society
Being kept informed of their services
To receive special offers from them
Easier to understand privacy information
To make saving on the product or service
Financial reward
Trust in the security of my data (including stored
securely and limited access opportunities)
29%
Nothing
Though there is scope to improve trust with a third
wanting more to be done to earn their trust (33%) and
a third wanting a financial reward (32%)
24%
40%
71%
Easily being able to opt out of data sharing is the most likely data sharing power desired by consumers
25
Base; All participants: 1001.
Q32. Which of the following is most important to you in reassuring you about what happens with your data?
6
10
10
14
10
11
11
4
9
12
11
13
12
14
33
4
10
8
7
10
14
19
Not stated
Supplier having to remind me regularly what level of
data I’m sharing with them
Supplier being transparent about how they intend to
use my data
Supplier needing to get my explicit permission to use
the data for marketing
Ability to force a company to delete information about
me
Ability to decide what level of data sharing I consent to
Preventing companies from sharing my data with third
parties
I can easily opt out of data sharing
Third Second First
Showing top 3 priorities
% top 3
44%
37%
33%
32%
30%
29%
20%
Consumers are also
put off by their data
being shared with
third parties
Cookies
Only 22% say they always read data privacy statements before accepting them online; complexity and length of the
statements are the biggest barriers to consumers
27
Base; All participants: 1001.
Q33. When visiting a new website, you are often asked to accept the
website`s cookies. Do you read the Cookies preferences/ policies /
settings before accepting?
5
15
22
36
22
Don`t know / Can't remember
I never read them before accepting
I rarely read them before accepting
I sometimes read them before accepting
I always read them before accepting
19%25%
Q34. What would encourage you to read these cookies preferences/
policies / settings?
2
9
10
20
26
38
49
Others
Don`t know
Nothing
The document being broken- down in
smaller sections
Only including the most important
information
Simple, clear language
A short & concise version
Men are significantly
more likely to always
read data privacy
statements before
accepting them
Those 16-24 are significantly more likely to always read Cookies preferences/ policies before accepting when
compared to older age groups
28
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q33. When visiting a new website, you are often asked to accept the website`s cookies. Do you read the Cookies preferences/ policies / settings before accepting?
22
36
22
15
5
28
32
20
14
6
25
43
10
16
5
25
37
22
13
3
21
32
23
15
9
20
36
25
18
2
18
32
30
16
3
I always read them before
accepting
I sometimes read them before
accepting
I rarely read them before
accepting
I never read them before
accepting
Don`t know / Can't remember
Total 16 to 24 25 to 34 35 to 44
45 to 54 55 to 64 65+
Sig lower than
those 45+
Sig higher than those
45-54 and 65+
Sig higher than
those 65+
Sig higher than those
35 to 44 and 55+
Older consumers think a short & concise version of the Cookies preferences/ policies with simple, clear language
would encourage reading
29
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q34. What would encourage you to read these cookies preferences/ policies / settings?
26
49
20
38
10
9
33
36 36
22
7
12
33
43
18
31
9
11
23
42
23
37
11
7
23
50
16
33
14
13
29
55
16
48
10
7
22
58
17
52
10
7
Only including the most
important information
A short & concise version The document being broken-
down in smaller sections
Simple, clear language Nothing Don`t know
Total 16 to 24 25 to 34 35 to 44
45 to 54 55 to 64 65+
Sig higher than
all other groups
Sig higher than those
34 and under
Sig higher than those
16-24
It’s not surprising then that only 10% have a very good understanding of what happens to their data once they
accept cookie preferences
30
Base; All participants: 1001.
Q35. How well do you understand what happens to your data and
information when you accept cookie preferences?
6%13%
12
23
34
22
10
No understanding
Only limited understanding
Some understanding
Good understanding
Very good understanding
A significant generational drop off in
understanding for those 45+
40%
47% 47%
25%
27%
12%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
Men are more likely to
understand data
privacy statements
31%
43% of parents are the sole decision makers of how their child’s data is shared online with a third of adults saying
children are not able to make these decisions at any age
31
Base; Participants with children: 356; All participants 1,001
Q17. Who makes the decisions about how your child`s data is shared online?
11%
13%
43%
16%
8%
8%
Don`t know
This isn't something my child or I think
about
Always or mostly me
We make these decisions together
Sometimes me and sometimes my
child
Always or mostly my child/children
Q20. Generally speaking, what age do you think children are able to make
decisions about how their data is used online?
1%
2%
9%
20%
34%
33%
Under 5
5 to 8
9 to 12
13 to 15
16 to 17
Children are not able to make these
decisions at any age
All participants
Parents
Significantly more likely to
be: 55 and above (30%)
Parents
Non
parents
17% 42%
Non parents are significantly
more likely to think children
are not able to make
decisions about how their
data is used online at any
age
Nearly half of parents have helped their child get round age requirements online
32
Base; Participants with children: 356; Participants who help their child get round age restrictions: 174
Q18. Have you ever helped your child get round age requirements in order to
access a service online. For example, this could be a social media website, a
game or a movie that has a higher age rating than your child`s age?
2%
6%
43%
24%
25%
Prefer not to say
Don`t know
No I have never done this
Yes but I don't do this regularly
Yes I do this regularly
49%
Q19. What leads you to help a child get round age restrictions
1%
2%
32%
33%
39%
48%
Prefer not to say
Don`t know
Other children could access it and my
child would have been left out
My child asked me to
There was no risk to my child
I thought the content was appropriate
for my child
Peer pressure is
exerting an influence
Parents
Parents who help their child
get round age restrictions
Significantly more likely to be:
- 16-24 (40%)
- Males (31%)
- AB (34%)
- Vulnerable (32%)
Significantly more likely to be:
- 55 and above (73%)
- DE (60%)
- Non Vulnerable (52%)
Whilst COVID-19 hasn’t changed the comfort with data sharing for nearly half of consumers; the 28% overall
rise in those who have become more comfortable has been largely driven by those under 45
33
Base; All participants: 1001
Q46. Do you think your experience of the Covid-19 pandemic has made you:
14%
10%
49%
20%
8%
A lot less comfortable about
sharing your personal data
A little less comfortable about
sharing your personal data
Neither more comfortable or less
comfortable about sharing your
personal data
A little more comfortable about
sharing your personal data
A lot more comfortable about
sharing your personal data
28% more
comfortable
24% less
comfortable
5%10%
Men are significantly
more likely to have
become a lot more
comfortable
Those under 45 are
significantly more likely to
have become more
comfortable compared to
those 45+
The pandemic seems to have the opposite effect when it comes to the comfort with data sharing among
different age groups: Younger people became more comfortable while older consumers became less relaxed
about it
34
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q46. Do you think your experience of the Covid-19 pandemic has made you:
14
7
6
11
17
21
17
10
12
5
9
12
11
11
49
26
44
40
54
51
64
20
35
35
27
11
15
6
8
20
10
13
6
2
2
Total
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65+
A lot less comfortable A lot more comfortable
Top 2 (More
comfortable)
Total
28%
16 to 24
55%
25 to 34
45%
35 to 44
40%
45 to 54
17%
55 to 64
17%
65+
8%
Bottom 2 (Less
comfortable)
24%
19%
11%
20%
29%
32%
28%
Don’t know
Again those under 45 are driving the proportion of consumers willing to give more data to receive
personalised ads – though only 23% overall would be willing to provide more data than they do at present
35
Base; All participants: 1001
Q47. In order to receive bespoke advertising, organisations need more data about you in order to personalise
the service. Would you be willing to provide more data in order to receive a personalised, bespoke service?
7%
20%
8%
42%
17%
6%
Don`t know
A lot less data
A little less data
The same amount of data
A little more data
A lot more data
23% would give
more data
28% would
give less data
Those under 45 are
significantly more likely to
give more data to receive
personalised ads compared
to those 45+
21%26%
Men are significantly
more likely to give
more data to receive
personalised ads
Those with higher levels of data privacy awareness are more willing to share additional information in order
to receive personalised advertising
36
Base; All participants: 1001
Q47. In order to receive bespoke advertising, organisations need more data about you in order to personalise
the service. Would you be willing to provide more data in order to receive a personalised, bespoke service?
Total sample
7%
20%
8%
42%
17%
6%
Don`t know
A lot less data
A little less data
The same amount of data
A little more data
A lot more data
3%
14%
5%
39%
25%
14%
9%
24%
10%
43%
13%
1%
16%
19%
14%
47%
4%
0%
Fully aware
Partly aware Not aware at all
Those with
higher data
privacy
awareness
(fully & partly
aware) are
significantly
more likely to
give more
data to
receive
personalised
ads compared
to those not
aware at all
Total Fully aware Partly aware Not aware at all
Top 2 Box (More data)
23% 39% 14% 4%
The same amount of data
42% 39% 43% 47%
Bottom 2 Box (Less data)
28% 19% 34% 34%
Don`t know
7% 3% 9% 16%
Less than 1 in 10 of those 65+ would be willing to share more data to get a personalised service, compared
to nearly half in those under 24
37
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q47. In order to receive bespoke advertising, organisations need more data about you in order to personalise the
service. Would you be willing to provide more data in order to receive a personalised, bespoke service?
20
3
8
17
17
30
34
8
12
5
5
9
8
11
42
35
47
42
46
40
39
17
33
26
24
9
15
6
6
15
8
9
6
1
1
7
3
5
4
13
6
9
Total
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65+
A lot less data A lot more data
Top 2 (More
data)
Total
23%
16 to 24
48%
25 to 34
34%
35 to 44
33%
45 to 54
15%
55 to 64
16%
65+
7%
Bottom 2 (Less
data)
28%
15%
13%
22%
26%
38%
45%
Don’t know
Just under 2 in 5 (37%) have at least a good understanding of what happens when they accept cookie
preferences online and less than a quarter (23%) are comfortable with it
38
Base; All participants: 1001.
Q48. Based on this information, how well do you think you now
understand what happens:
7
20
36
24
13
No understanding
Only limited understanding
Some understanding
Good understanding
Very good understanding
When you accept cookie
preferences, your data, such as
your interests, demographics
and recently visited websites, is
often sent to large numbers of
third party organisations in
order to provide you with
personalised, targeted adverts.
This means your data can be
shared with hundreds of
organisations.
Q49. Knowing the above information, how comfortable are you with
what happens to your personal data when you accept cookie
preferences?
5
22
24
26
15
8
Don`t know
Very uncomfortable
A little uncomfortable
Neither comfortable nor uncomfortable
A little comfortable
Very comfortable
37%
23%
A third (34%) feel they are less likely to share personal data than the rest of the UK
39
Base; All participants: 1001.
Q50. Compared to other people living in the UK, do you feel you are
more or less likely to share your personal and behavioural data?
7
14
20
44
10
4
Don`t know
Much less likely
Slightly less likely
The same
Slightly more likely
Much more likely
14% are more
likely
34% are less
likely
Similar to previous finding, those under 24 are significantly more likely to think they share more data than
other people in the UK, while those 65+ are more likely to think they tend to share less
40
Base; All participants: 1001, 16 to 24:103, 25 to 34:147, 35 to 44:142, 45 to 54:175, 55 to 64:159, 65+:226
Q50. Compared to other people living in the UK, do you feel you are more or less likely to share your personal
and behavioural data?
14
14
8
13
13
17
16
20
17
22
14
16
20
28
44
30
48
51
49
47
40
10
26
12
6
9
7
4
4
10
6
8
3
3
0
7
4
3
7
10
6
11
Total
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65+
Much less likely Much more likely
Top 2 (More
likely)
Total
14%
16 to 24
36%
25 to 34
18%
35 to 44
14%
45 to 54
11%
55 to 64
9%
65+
5%
Bottom 2 (Less
likely)
34%
30%
30%
27%
29%
37%
44%
Don’t know
Whilst consumers are concerned about
sharing their data, this does not always
translate into taking action
Summary of findings
Covid generally hasn't changed
attitudes to data sharing at a high level
though there is evidence consumers
are more comfortable in sharing data
with a wider range of organisation
types than they were pre-pandemic.
68%
76%
• People are more open to data
sharing if they can clearly see
benefits to them (eg financial
incentives, special offers) OR
when they have trust in the
organizations.
• There is also more openness to
sharing data which is perceived
as directly relevant (eg medical
to NHS, financial to banks).
• Trust can also develop over
time, once people have used a
company.
Never requested for
my personal data to
be removed from a
company's system
Never switched
companies or
providers because
of data privacy
concerns
Next Steps
Location and biometric information is
especially sensitive and less likely to
be shared, as is mental health data.
Less than a quarter always read
policies around cookies.
Short, simple and concise
information would encourage wider
engagement.
\
Data Privacy wave 2
Don Nguyen / Richard Falk
Accent Market Research
Tel +44 (0)20 8742 2211
Nov 2021 | 3509 Qual report
Understanding and perception of data privacy online - UK
Focus Group Findings
Qualitative Methodology overview
Homework exercise
Each participants were asked to fill out
“homework” about themselves prior to
a focus group discussion:
▪ Me & My way (about themselves and
their internet usage)
▪ Where does it go? (What
information is captured when you
are online, and by whom, and where
does it go?)
▪ Best brand online (Who do they trust
most with their data?)
Three focus groups took place
online via Zoom calls, each lasting
up to 90 mins. These interviews
were focused on:
▪ General Attitudes and Awareness
▪ Sector differences and perceived
purposes of online brands
▪ Emerging changes to data
privacy
▪ Online advertising
In-depth group interviews
Identify sub-groups
From previous quantitative
works, we’ve identified and
recruited 3 main groups of
participants:
▪ High awareness of data
privacy
▪ Medium awareness of data
privacy
▪ Low awareness of data
privacy
Please note that where we present qualitative findings, they may combine responses
to multiple lines of questioning and probing from focus group sessions. This helps us
paint the complete picture and accurately reflect participants’ experiences and
perspectives. Where possible, we have included in footnotes those questions/probes
that were used in capturing the views presented on each slide.
Sample recruitment
Qualitative Stage: 3 x 90 minute Zoom focus groups, each with 6
participants.
Groups were defined by level of engagement with online data
privacy.
◼ 1 x high engagement
◼ 1 x average engagement
◼ 1 x low engagement
Question to define group:
To what extent are you aware of the choices around the levels of
data sharing and types of permission companies have to ask you for
online?
Fully aware <- High engagement
Partly aware <- Average engagement
Not that aware <- Low engagement
Not aware at all <- Low engagement
44
High engagement group
26/10/21
Average engagement group
27/10/21
Low engagement group
28/10/21
GENDER AGE GENDER AGE GENDER AGE
Male 20 Female 18 Male 18
Female 21 Male 22 Female 22
Male 31
Gender fluid
22 Female 26
Female 43 Male 51 Male 50
Female 48 Female 55 Female 62
Male 55 Male 65 Male 70
Recruitment and moderation:
Recruitment was carried out free find by our trusted fieldwork
partner and focus groups were moderated by experienced
qualitative researchers from Accent.
Incentives:
Each participant received £15 to complete the pre-group task
and £45 for joining the group, so each received £60 to take part
in total.
Summary of qualitative findings
Being online Cookies Data Privacy Sector Differences Online advertising
◼ Overall, there is a
high level of
dependency on
being online and
the internet.
◼ Two main reasons
why we love the
internet: Able to
connect with
friends/ family and
having instant
information and
services.
◼ Cookies are seen as
a nuisance, and
somewhat invasive.
◼ Consumers in
general do not think
they can benefit
from cookies, and
often do not have a
choice in their
cookie preference.
◼ Data Privacy
policies are thought
to be long,
confusing and
misleading on
purpose.
◼ There is a general
sense that
companies collect
more data than
what consumers
are aware of.
◼ Some sectors /
companies are
more trusted than
others, especially
the NHS and public
sector/government
al websites;
banking/ finance;
or those well-
known and well
established.
◼ In general,
consumers prefer
generic adverts as it
allows better
exposure to new
products and
services.
◼ However, most
would prefer to be
paid to see targeted
adverts if their
personal data is
collected.
Being online
ONLINE
DEPENDENCE
WHAT TO
LOVE?
WHAT TO
HATE?
“I use the internet for everything! Work,
recreation, news, comparison sites, fact
finding, music, shopping, podcasts, travel… 2-
6 hours daily”
“I use the internet for all sorts of things, social
media, online shopping, looking at the news
and what’s going on with the world. I spend
roughly around 8 hours a day on my phone
and I would say 5 hours of that will be on the
internet.”
“I love being online for being able to
connect with friends and family”
“I love the instant access to information
that is relevant and valuable to me.”
“I love the access to endless
information and social connectivity.”
“I hate unwanted adverts , l do not do Facebook
as I do not wish my information to be available
to the general public”
“I hate cookies!!!”
“Things i hate about being online is the limitless
opportunities to search things that shouldn't be
available to the public and the fear of being
hacked/ my data being used without me
knowing”
Overall, there is a high
level of dependency on
being online and on the
internet
Access to instant
information and the
ability to connect with
other people are key
Consumers feel like they
are being watched and
tracked. Particularly when
it comes to targeted ads.
Participants’ comments indicated in “ ”
Knowledge of what personal information is captured
Across the board, there is a sense that consumers aren’t fully clear what information is
captured, and what not, and by whom. Level of concerns and reaction are quite different,
especially among the low awareness group.
High
awareness
Med
awareness
Low
awareness
“ I’m not fully aware of who can access my
data. I’m sometimes informed that my
data is not stored and I have to take there
word for it that this is the case”
“Have heard that a lot of the data
companies receive from people using their
sites is sold to people. I am not sure exactly
who but I believe large amounts amid data
are very valuable to businesses etc. It
makes me feel concerned as I don’t know
the extent of the data I am giving these
companies or how it could possible affect
me”
“ I think it's stored securely, though I'm
aware it can be passed on to third parties
who can then use it for their own
purposes. It makes me feel concerned as I
don't actually know who is using my
data for what, and I do believe that
companies harvest more data than they
admit to”.
“I am less likely to buy a product that I
know has been marketed towards me on
social media. It makes me uncomfortable
and irritated, I do not like the idea of my
personal date being used for others
profit without my knowledge and
consent.”
“I’m not really sure , what I think about
what is captured on line and by whom. I
do have internet security for protection .
Don’t know what data is collected”
“I honestly have no clue what happens
with my data once I share it online, and
I do not know where that information is
kept or who can access it. That does
alarm me, but its not something that I
really think about”
“I think name, where you live, what you
look at mostly? I think captured by the
people who run the website??
Sometimes it makes me intrigued I
guess but it’s not anything I’ve thought
too much into before”
Participants’ comments indicated in “ ”
Cookies – Understanding
There are some
difference between
3 groups when it
comes to
understanding
cookies and its roles
UNDERSTANDING
High
awareness
Med
awareness
Low
awareness
“Little bits of data that sit on your computer and collect your browsing history…
recording and storing everything that you do online”
“Tracking, observing what you’re doing online”
“I didn’t realise that [cookies] were why all the things came up on Facebook, now I
know”
“There are 2 types of cookies. One that only stays with you on the site and record how
you use the site, how you move your mouse. And there’s a different type of cookies
that can follow you around, which stuck onto your IP address – it can move with you
no matter where you go”
“I know you meant to turn them [cookies] off whenever you go buy plane or train
ticket, because when you go back, BANG, the price has gone up ”
“I don’t really know what a cookies is, I just know that it is something that’s tracking
me and my activities but I don’t know how it works. All I know is if I go on a site and
put something in the basket, when I go back to the basket it’d still be there”
“Cookies hold a lot of information but I don’t understand cookies enough to know
what is being held”
Participants’ comments indicated in “ ”
Cookies – sentiment
While level of
understanding
differs, consumers
shared similar
sentiment toward
cookies
SENTIMENT
Invasive /
Insidious
(because
they collect
your data)
It benefits
companies
Have no
choice but to
accept
“I have no idea what they’re doing with my data, what other companies they’re
selling it too, what they’re using it for” High awareness group
“When I’ve pressed don’t allow they’ve actually taken me off the site…so
they’re forcing you to give your data so you can view what you want to
view…really discouraged me to go on the site again” High awareness group
“I accept them all the time because I don’t want to lose anything” High awareness group
“I do think they’re too invasive, I wouldn’t necessarily want companies to store
my data, not that I’m doing anything wrong ” High awareness group
“Data is currency, there’s too much money to be lost [if people rejected
cookies]” High awareness group
“I’m more than happy to click allow every time, I don’t see what damaging things
can happen, it just helps companies with marketing” High awareness group
“Having these little things popping up on your screen is very very irritating”
Medium awareness group
“I don’t think there’s actually any benefits to the person accepting but
tremendous benefits to the people creating the cookies” Medium awareness group
“If you don’t accept they take you off the site” Medium awareness group
“Big brother’s watching, your devices are listening” Low awareness group
“I personally don't like someone tracking every move I make on my keyboard”
Medium awareness group
Participants’ comments indicated in “ ”
Cookies – respond to cookie pop-ups?
ACCEPT
High/
medium
awareness
Low/
medium
awareness
“If it’s easy to opt out of them I will but often it’s not…but if it’s
not easy I’ll just click yes so I can do what I want to do on that
particular site” High awareness group
“If I go on less familiar sites I try to manage it as much as
possible” High awareness group
“You have to go into cookie settings, which opens up another
window, and then click each individual cookie off…I can’t be bother
ed to do that on a site by site basis” High awareness group
“I’ve gotten in a bad habit of accepting all cookies” Medium
awareness group
MOST OF THE TIME, CONSUMERS WOULD ACCEPT
COOKIES POP-UPS
“it’s quicker and easier just to accept” Low awareness group
“Get it off the screen so I can carry on shopping” Low awareness
group
Participants’ comments indicated in “ ”
When are cookies accepted?
Less trusting
Unfamiliar sites
Trusted, well-
established sites
Necessary / urgent
“I’m not too concerned if it’s a familiar site”
High awareness group
“If it’s that important then I will just press allow”
High awareness group
“I’d rather stick to what I know as it minimises
the risks of something going wrong” High
awareness group
“It’s all about convenience” High awareness group
“It really depends on what kind of rush I am in. If I
am in a rush and I need the information quickly I’d
just accept. But if I have a bit of time I’d go in a
select which one I want to share. But even then I am
not entirely sure which one I am selecting” Medium
awareness group
“I am not too concerned with those familiar
sites I visit everyday frequently. If it’s
somewhere less trusting I’d go through to opt
out just to recued the amount of traffic that
comes up from different searches ” High
awareness group
Participants’ comments indicated in “ ”
Cookies – how would you want to respond to cookie pop ups?
Blanket setting for
cookie preferences
Most consumers wished for a “blanket” setting
on their phone or browser to set their cookies
preferences, instead of doing it site-by-site
Doubtful that will
happen
However, some are skeptical of this
possibility because it will stop companies
from collecting data for marketing and sale
purposes
“I’d be interested to see how it could be done
better, it’s such a laborious thing all the time, sort
of a blanket setting that could be applied
universally” High awareness group
“If I could manage it site by site or app by app I
would definitely take the time to make my data
more secure” High awareness group
“But I couldn’t see it happening, there’s too much
money to be lost by big brands trying to market to
you” High awareness group
“If I could do it [edit cookies setting] once a year
then that would be enough” Medium awareness group
Participants’ comments indicated in “ ”
Data Privacy policies – perception
01
03
02
Data privacy T&Cs are longwinded and
complicated ON PURPOSE to stop
people from reading it
Consumers feel they do not have a choice
or control over how their personal data is
processed by companies
Similar to accepting cookies, accepting
data privacy policies is “a mean to an end”
so they can access the site
“It’s misleading, it might state something but as soon as you agree
to it you’re agreeing to a load of conditions you don’t really know
about” High awareness group
“It’s like opening a box of paracetamol, it’s so long-winded, they do it
on purpose because they don’t want you to read it” High awareness group
“The worst bit for me is the expectation that we’re responsible for
our data and we’re giving permission for our data to be sold on”
High awareness group
“it’s a catch 22, you have to agree to it to proceed, they have you over a
barrel” High awareness group
“I don’t think I’ve ever read the T&Cs in full ” Medium awareness group
“It’s a 50-50 situation. Half of the time I cannot be bothered [to
read] because it’s not straightforward” Medium awareness group
“it’s too much hassle” Low awareness group
Participants’ comments indicated in “ ”
To share – or not to share – Why you trust a website?
“It’s NHS isn’t it? They are not
gonna do you dirty”
Trusted, well-
established company
Government/ high level
of security
Frequency used with no
problems
“That’s totally personal
information isn’t it, surely the
NHS can’t go off sharing that”
“these are brands we’re
using daily with no
negative experience”
“it’s nothing to do with their
[data] privacy policy, these are
trusted brands that we use…I
trust John Lewis as a brand”
Social media companies
not universally trusted
“[social media] I don’t trust them at all,
it goes back to them selling your
data…they lied about it” High awareness
group
But consumers continue
to use it to connect
“Social media is a bit of a blessing and
a curse, isn't it? If you don’t use it you
wont know what’s going on with your
friends, but it doesn’t mean it’s good
for you” Medium awareness group
Participants’ comments indicated in “ ”
Emerging changes to data privacy – COVID pandemic
Among high/med awareness groups,
consumers understand that the increase
in online shopping during the pandemic
has led to an increase in the amount of
personal data being capture
However, they had to accept this out of
necessity
“The way COVID has affected us is
online shopping ” High awareness group
“During lockdown I am literally on
Amazon. Amazon was number 1 for
me” Medium awareness group
“During lockdown there was
nothing for me to do, I was bored.
I was on my phone 4, 5 hours a
day doing nothing. And yeah, I
know a lot more of my data was
being recorded but there was
nothing else to do”
Medium awareness group
“We were spending much more time
online, so these companies were getting
much more specific data”
High awareness group
Participants’ comments indicated in “ ”
Sharing for the greater good
Aware and
slightly annoyed
that they had to
share location
But accept this
for the greater
good
“Sharing voice data and location data is
uncomfortable”
Low awareness did not even think about the data
implications of restaurant apps and NHS apps “at that
point we were just happy to get out of the house”
Low awareness group
“When I see it [ location pop up] I would
click “no”. I don’t see why companies
have to know my location.”
“[sharing location for track and trace] I
am totally find with that. Regards to
other people’s health and my own
health, I am willing to sacrifice a little
bit of my privacy”
“it would be good to understand how it
actually works, but it’s COVID man, I
will always do what the NHS tells me to
do”
“For a good enough reason, yes, for the
better good then I am ok with that. But
generally I would totally avoid sharing
my location”
Participants’ comments indicated in “ ”
Online advertising – general attitude
Overall, consumers prefer generic advertisements
No personal data is collected. No sense of being
manipulated
Exposed to products and services they normally would
not be aware of
Tracking particularly through picking up voice data is
unnerving
“I definitely say “generic” because I
don’t want to feel like I am being
manipulated”
“I prefer generic because want to be
directed to different things. I don’t want
to see the same thing over and over”
“Generic. I am the same as everyone.
Nobody wants stuff forced down their throat.
It’s like someone outside your door trying to
push something through the mail box and
you’re trying to push it back”
I want to see generic ads because I
don’t like the thought that they use my
information to target me. I am less
likely to buy a product if I know it’s been
targeted toward me”
“We’d been messaging each other saying “white girl wasted” and Alexa
said this phrase back to my friend…I’ve absolutely no idea how that has
found it’s way onto Alexa, it’s concerning”
Participants’ comments indicated in “ ”
However, if they had to choose, consumers almost always wanted to be
paid
1
PAID ENOUGH TO USE THE INTERNET AS IT IS
2
ALREADY WATCHING ADVERTS
“…in all fairness I don’t mind having ads catered toward me, if anything I
prefer it”
“..it’s my data and if I can get
paid for them to leverage it then
I’m ok with that”
“I’m a student, I am broke. If
they’re paying me money they
can take my data for it”
“For all that they're getting from
me I think at least £20. But I
rather get paid than having to
pay anything”
“I am definitely not paying
anyone [to use the internet]”
“I’m already watching adverts,
you might as well pay me for it”
“It’s the lesser of two evils. Gods
know where else they collect my
data”
“If I get personalised ads, might
as well be paid for it”
Participants’ comments indicated in “ ”
Children being online
Overall, there is a sense that it is concerning for children to be online, and to share their data
online. However, this seemed to be “they way of the world” and there is little to be done.
Consumers expect big tech companies to take responsibility to safe-guard children online.
“Facebook for me is a memory bank, I
uploaded pictures of my daughter on
there since the day she was born, and
it’s been 14 years.”
High awareness group
It is important to use
social media
Danger of sharing on
social media
Responsibility is with big-
tech companies
“I don’t think companies should be
able to share data of anyone who is
under 16 by law”
High awareness group
“It’s bad [to post info about children
on social media]. I know a horror story
from my school. There’s a girl, 12 or
13. Her parents post a picture of her
on bikini on holiday and she got
contacted by a stranger on the
internet” Medium awareness group
“You hear terrible stories about these
kids. Sexting, etc. The more
information about your kids you can
keep off the internet, the better”
Medium awareness group
“Your kids are minors. They cannot
consent to post their information on
the internet anyway, so I wouldn’t do
it” Medium awareness group
Adults should not share
children’s information on
social media
“I think it’s the social
media platform’s
responsibility
ultimately. Because the
reality is, they are the
only one who can do
anything. I don’t think
the government can do
anything. These private
social media platforms
are just too big” High
awareness group
“There has got to be a responsibility
with parents” Low awareness group
Participants’ comments indicated in “ ”
