Table of Contents
Overview
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- What you need to know
- Scope of this Report
Executive Summary
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- The market
- GDPR implementation set to alter the data sharing landscape
- Financial data being hacked is a major concern for consumers
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- Figure 1: Online security and privacy concerns, June 2017
- Rising device ownership has driven data sharing
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- Figure 2: Ownership of smartphones, smartwatches and tablets, January 2013-October 2017
- The consumer
- Financial data is the biggest concern…
- …but the content of messages and emails is a close second
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- Figure 3: Proportion of people concerned about data sharing, by type of data, December 2017
- People feel most comfortable sharing data on laptops
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- Figure 4: Devices people feel most comfortable sharing data on, December 2017
- Vast majority avoiding new account creation to limit data sharing
- Nearly half of people unsure how much data they are sharing
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- Figure 5: Attitudes towards data sharing, December 2017
- Over half of people would like regular updates on data sharing
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- Figure 6: People stating they would be more comfortable sharing data with regular updates on how it is used, by gender and age, December 2017
- Nearly a third of people happy to share more data for free samples
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- Figure 7: Incentives to share more data, December 2017
- Younger age groups far more willing to share additional data
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- Figure 8: Incentives to share more data, by age, December 2017
- Retailers are best placed to boost data sharing with incentives
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- Figure 9: Companies people would share more data with in exchange for incentives, December 2017
- What we think
Issues and Insights
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- New regulations set to change the landscape of data sharing
- The facts
- The implications
- Will people need incentives to share data?
- The facts
- The implications
The Market – What You Need to Know
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- GDPR implementation set to alter the data sharing landscape
- Large-scale data breaches bringing data sharing into focus
- Open Banking aims to increase competition through data sharing
- Financial data being hacked is a major concern for consumers
- Rising device ownership has driven data sharing
- Two thirds of people using apps more than once a week
Market Background
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- GDPR implementation set to alter the data sharing landscape
- Large-scale data breaches bringing data sharing into focus
- Open Banking aims to increase competition through data sharing
- Financial data being hacked is a major concern for consumers
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- Figure 10: Online security and privacy concerns, June 2017
Market Drivers
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- Rising device ownership has driven data sharing
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- Figure 11: Ownership of smartphones, smartwatches and tablets, January 2013-October 2017
- Activities on connected devices driving more personal data sharing
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- Figure 12: Activities carried out on devices (net) in the last 3 months, October 2017
- New technology generating more personal data
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- Figure 13: Use of new technology in the last 3 months, October 2017
- Two thirds of people using apps more than once a week
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- Figure 14: Regularity of app use, July 2017
The Consumer – What You Need to Know
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- Financial data is the biggest concern
- People feel most comfortable sharing data on laptops
- Smartphone app use making it difficult to keep track of data sharing
- Vast majority avoiding new account creation to limit data sharing
- Nearly half of people unsure how much data they are sharing
- Affluent younger demographics are more aware of data sharing
- Over half of people would like regular updates on data sharing
- Nearly a third of people happy to share more data for free samples
Data Types People are Concerned about Sharing
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- Financial data is the biggest concern…
- …but the content of messages and emails is a close second
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- Figure 15: Proportion of people concerned about data sharing, by type of data, December 2017
- Figure 16: Concerns over data sharing, by type of data, December 2017
- Older age groups more concerned over most data types…
- …but location is the exception to the rule
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- Figure 17: Proportion of people concerned about selected data types, by age, December 2017
- Vast majority of people concerned about multiple data types
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- Figure 18: Repertoire of concerns over data sharing, December 2017
Attitudes towards Data Sharing by Device
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- People feel most comfortable sharing data on laptops
- Smartphone app use making it difficult to keep track of data sharing
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- Figure 19: Devices people feel most comfortable sharing data on, December 2017
- Half of people aged 16-24 are comfortable sharing data on smartphones
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- Figure 20: Devices people feel most comfortable sharing data on, by age, December 2017
- Regular updates vital for those sharing on computers and smartphones
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- Figure 21: Selected attitudes towards data sharing, by leading device people are most comfortable sharing data on, December 2017
Data Sharing Behaviours
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- Vast majority avoiding new account creation to limit data sharing
- Nearly half of people unsure how much data they are sharing
- 81% of people avoid sharing data with compromised companies
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- Figure 22: Attitudes towards data sharing, December 2017
- Over half of people would like regular updates on data sharing…
- …rising to over two thirds of 16-24s
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- Figure 23: People stating they would be more comfortable sharing data with regular updates on how it is used, by gender and age, December 2017
- Affluent younger demographics are more aware of data sharing
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- Figure 24: Target groups based on attitudes towards data sharing – CHAID – Tree output, December 2017
Incentives to Share More Data
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- Nearly half of people resisting sharing more data
- Nearly a third of people happy to share more data for free samples
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- Figure 25: Incentives to share more data, December 2017
- Younger age groups far more willing to share additional data
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- Figure 26: Incentives to share more data, by age, December 2017
- Half of people will share more data for a combination of incentives
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- Figure 27: TURF analysis – Incentives to share data, December 2017
- Retailers are best placed to boost data sharing with incentives
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- Figure 28: Companies people would share more data with in exchange for incentives, December 2017
- Figure 29: Companies people would share more data with in exchange for incentives, by selected data type, December 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- TURF analysis – Methodology
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- Figure 30: Table – TURF analysis – Incentives to share data, December 2017
- CHAID analysis – Methodology
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- Figure 31: Target groups based on attitudes towards data sharing – CHAID – Table output, December 2017
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