A recent study from PR agency WE Communications looks at consumer trends in data privacy since the pandemic and how brands can take a proactive approach to privacy management. The Privacy Mandate New Normal, New Rules survey included more than 5000 respondents from Australia, China, India, Singapore, the US and the UK with additional qualifying criteria based on household income and recent purchase activity in health or technology. Key findings for UK consumers include:
- 72% are concerned about how brands collect and use personal data.
- 63% would stop buying from brands and organisations that do not proactively report data breaches.
- 55% say it is very or extremely important to know how brands use personal data.
- 51% understand they're giving away personal data when scanning a QR code to check into a location (9% below the global average), suggesting a gap in knowledge over what constitutes personal data.
- Financial institutions and healthcare providers are deemed most trustworthy in handling personal data.
- Government agencies are also trusted highly. Interestingly, UK consumers trust their government less than any other market participating in the survey.
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