Digital Marketing Researches & Reports

The Data Confidence Index Report, 2019 | GlobalWebIndex

Consumer Behavior | Global

Privacy is currently a topic of widespread societal interest and debate as digital technologies generate and trade in personal data on an unprecedented scale. The calls of industry and government alike proclaim the social and economic benefits to be had from personal data and run alongside a steady flow of scare stories detailing its misuse and abuse.
Personal data plays an important effective role in the online advertising industry digital marketers are using users’ data for targeting them with their ads. A lack of trust and understanding among users could become a barrier to the continued development of innovative services and applications, and the benefits for consumers that they bring.

The Key Findings of “The Data Confidence Index, 2019” Report:

  • The Philippines is ranked as the top country with internet users who have engaged in online privacy behaviors such as VPNs and Ad-blockers with a rate of 86%.
  • Since 2012, the rate of 16 to 64-year-olds are having access to the internet and grown by 265% in Indonesia, and 203% in India.
  • 53% of Japanese respondents are less likely than the global average in using the internet to share their opinion, while only 14% are doing so.
  • Taiwan has the top average agreement score for the statement of “I am concerned about the internet eroding my personal privacy” with an average agreement score rate of 1.3.
Concerns about companies that uses the users online personal data

A Graph Shows The Concerns About Companies That Uses Their Online Personal Data, 2019.

The Content of “The Data Confidence Index, 2019” Report:

  • Foreword.
  • About This Report.
  • How to Read This Index.
  • Executive Summary.
  • Introduction.
  • Exploring Data Confidence Around the Globe.
  • The Data Confidence Index.
  • Appendix A: Data Confidence Index by Demographics.
  • Notes on Methodology.

Number of Pages:

  • 35 Pages.


  • Free.


This report draws insights from GlobalWebIndex’s Q1 – Q4 2018 waves of research across 41 of the 45 countries tracked by GlobalWebIndex, with a global sample of 391,130 respondents.
All figures from this report are drawn from GlobalWebIndex’s data from the Q1 – Q4 2018 research waves among a sample of 391,130 internet users aged 16 – 64 across 41 markets in which GlobalWebIndex tracks online privacy behaviors and attitudes.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.


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