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.
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.