Mediatel Logo original-file's-desc Mediatel Logo Connected: Display Connected: Media Landscape Connected: Regional Connected: AV Consumer Surveys Connected: Direct LinkedIn LinkedIn logo icon Twitter Twitter logo icon Youtube Youtube logo icon Flickr Flickr logo icon Instagram Instagram logo icon Mail Mail icon Down arrow

Seven in 10 not sure what GDPR is

05 Dec 2017  |  Ellen Hammett 
Seven in 10 not sure what GDPR is

The General Data Protection Regulation (GDPR) is set to come into effect from May 2018 - the biggest shake-up to data privacy in two decades - and yet 71% of consumers are still unaware of what it actually is, according to findings from Mindshare's 2018 trends report.

The study highlights key consumer attitudes towards data and how brands use it. Of the 6,000 people surveyed, 80% said they would like more control over what brands do with their data but, in somewhat of a disconnect, 58% said they agree to terms and conditions without properly reading them, rising to 70% of 18-24s.

However, while 18-24 year olds are quick to surrender information about themselves without knowing what they are agreeing to, a quarter of this age group tape or cover their webcam/phone camera.

Consumers seem to like the idea of a value exchange, with 53% saying they would be willing to give away their data for a financial incentive or cash reward; however, 65% of respondents said while they know their data has value to companies, they are not sure how to use it to their advantage.

Meanwhile, in the battle of the tech giants, 38% of people said they would choose to give Amazon access to their data over Facebook, Google and Apple, rising to 48% of those over 65.

"Consents will be key in 2018, so work out what that acceptable data exchange with consumers is way in advance of GDPR," Mindshare UK said.

"It is imperative that brands maintain transparency with consumers and offer them tangible benefits for supplying their data to help instill trust."

Leave a comment

Thank you for your comment - a copy has now been sent to the Mediatel Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.


22 May 2020 

Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo

Mediatel News bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info
Sign up now