Customer State of Mind Survey 2019 - Truata · Trūata Customer State of Mind Survey 2019 Table of Contents Consumer Concern of Usage of Personal Data Research Fieldwork dates: 4th-7th

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The research was conducted by Arlington Research with a respondent base of 2000 UK adults aged 18+ with nationally representative quotas achieved for gender, age and region (+/- 2%). Research fieldwork was completed between 4th – 7th July 2019.

Customer State of Mind Survey 2019

© Trūata 2019

mailto:[email protected]

http://www.truata.com/

http://www.truata.com/

mailto:[email protected]

Trūata Customer State of Mind Survey 2019

Table of Contents Consumer Concern of Usage of Personal Data Research Fieldwork dates: 4th-7th July

Base: All respondents The total base for this project is a nationally representative sample of adults aged 18+ across the UK with nationally representative quotas achieved for gender, age and regionSig testing (95% "A" and 90% "a")

TABLE 1 Q1. Are you...?

TABLE 2 Q2. How old are you?

TABLE 3 Age nets

TABLE 4 Q3. Which of the following regions do you live in?

TABLE 5 City. Which of these is the nearest city to your home?

TABLE 6

TABLE 7

TABLE 8

TABLE 9

TABLE 10

TABLE 11

TABLE 12

TABLE 13

TABLE 14

Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? Analysis of my personal details such as my name, address and date of birth by companies won’t cause me any harm

Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? The online retailer who I shopped with most often over the last 12 months if it was publicised that it had misused customers’ personal data

Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? The online retailer who I shopped with most often over the last 12 months assuming I have never heard of it misusing customers’ personal data

Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? The online retailer who I shopped with most often over the last 12 months if it was publicised that a different online retailer in the UK had misused customers’ personal data

Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I am happy for my personal data to be used by companies if I have given permission and as long as the data is used anonymously – e.g. my name, address and date of birth are not analysed or shared with a third party

Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I am uneasy about my personal data being used by companies if my personal details are analysed – e.g. my name, address and date of birth

Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I am uneasy about my personal data being sold onto a third party if my personal details are sent to a third party – e.g. name, address, date of birth

Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I would be willing to share more personal data with companies on the condition of total anonymity

Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? There is no harm in giving companies my personal data as it isn’t of any value to them

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TABLE 15

TABLE 16

TABLE 17

TABLE 18

TABLE 19

TABLE 20

TABLE 21

TABLE 22

TABLE 23

TABLE 24 Q7. Has your level of concern of how your personal data is used by companies changed since the introduction of the GDPR in May 2018?

TABLE 25

TABLE 26

TABLE 27

TABLE 28

TABLE 29

TABLE 30

Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? If my data is totally anonymised then I am confident that my privacy is being protected

Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I am worried that my personal details such as name, address and date of birth could be used to commit fraud if they are stolen in a data breach

Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I am concerned about the lack of clarity surrounding usage of my personal data

Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I don’t know why I need to tick the ‘accept the terms and conditions’ box on a website regarding usage of my personal data

Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? When I tick the ‘accept the terms and conditions’ box on a website for usage of my personal data I don’t usually read the detail of what I am ticking

Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I would like more clarity from companies about how they intend to use my personal data

Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? My mobile phone provider assuming I have never heard of it misusing customers’ personal data

Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? If most online retailers were using my actual identifiable data for analytics, then I would trust a particular online retailer more if I knew that it was using only anonymized versions of my data for analytics

Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? My mobile phone provider if it was publicised that a different mobile phone provider in the UK had misused customers’ personal data

Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? My mobile phone provider if it was publicised that it had misused customers’ personal data

Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? I would spend more money with a company if I trust them to use my personal data appropriately

Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? I am more likely to be loyal to a company if I trust them to use my personal data appropriately

Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? If a company will make money out of selling my data I want to know about it

Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? I think it is important for companies who hold my personal data to be clear and transparent about how they intend to use my data

Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? If most mobile phone providers were using my actual identifiable data for analytics, then I would trust a particular mobile phone provider more if I knew that it was using only anonymized versions of my data for analytics



TABLE 1 Prepared 8th July 2019Q1. Are you...?All respondents

Male Female 18-24 25-34 35-44 45-54 55-64 65+ Generation Z (1994-

2001)

Millennials (1980-1993)

Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East

Yorkshire East Midlands

East England

Scotland Northern Ireland

Wales London NET: England

A B C D E F G H I J K L M N O P Q R S T U V W X Y ZTotal 2000 977 1023 254 315 354 344 337 396 286 489 492 626 107 276 182 194 227 85 168 150 175 165 36 104 238 1695

977 977 120 156 167 165 167 202 135 242 231 306 63 120 89 94 119 45 78 76 78 84 19 49 126 82548.9% 100.0% 0.0% 47.2% 49.5% 47.2% 48.0% 49.6% 51.0% 47.2% 49.5% 47.0% 48.9% 58.9% 43.5% 48.9% 48.5% 52.4% 52.9% 46.4% 50.7% 44.6% 50.9% 52.8% 47.1% 52.9% 48.7%

IjKl N Nu1023 1023 134 159 187 179 170 194 151 247 261 320 44 156 93 100 108 40 90 74 97 81 17 55 112 870

51.2% 0.0% 100.0% 52.8% 50.5% 52.8% 52.0% 50.4% 49.0% 52.8% 50.5% 53.0% 51.1% 41.1% 56.5% 51.1% 51.5% 47.6% 47.1% 53.6% 49.3% 55.4% 49.1% 47.2% 52.9% 47.1% 51.3%M m M m QY y

TABLE 2 Prepared 8th July 2019Q2. How old are you?All respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

254 120 134 254 254 32 19 28 28 16 30 23 20 11 2 10 35 23112.7% 12.3% 13.1% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 88.8% 0.0% 0.0% 0.0% 0.0% 11.6% 10.4% 14.4% 12.3% 18.8% 17.9% 15.3% 11.4% 6.7% 5.6% 9.6% 14.7% 13.6%

JKLM v V v oVx nOuVX V V V315 156 159 315 32 283 37 28 48 17 5 15 15 26 34 6 13 71 262

15.8% 16.0% 15.5% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 11.2% 57.9% 0.0% 0.0% 0.0% 13.4% 15.4% 24.7% 7.5% 5.9% 8.9% 10.0% 14.9% 20.6% 16.7% 12.5% 29.8% 15.5%KLM IKLM QR QRs NOQRST

UXZQRs nQRSTx NOQRST

UVwXZQRST

354 167 187 354 206 148 47 26 29 38 10 32 20 40 37 8 22 45 28717.7% 17.1% 18.3% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 42.1% 30.1% 0.0% 0.0% 17.0% 14.3% 14.9% 16.7% 11.8% 19.0% 13.3% 22.9% 22.4% 22.2% 21.2% 18.9% 16.9%

IKLM ILM OpRTz opRT r r344 165 179 344 344 54 37 27 48 21 22 26 29 22 10 16 32 296

17.2% 16.9% 17.5% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 69.9% 0.0% 0.0% 19.6% 20.3% 13.9% 21.1% 24.7% 13.1% 17.3% 16.6% 13.3% 27.8% 15.4% 13.4% 17.5%IJLM svy psvy PSVY PSVY psvy y

337 167 170 337 337 53 29 28 45 17 26 27 23 28 4 25 32 28016.9% 17.1% 16.6% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 53.8% 0.0% 19.2% 15.9% 14.4% 19.8% 20.0% 15.5% 18.0% 13.1% 17.0% 11.1% 24.0% 13.4% 16.5%

IJKM uy uy PsUwYz396 202 194 396 289 107 53 43 34 51 16 43 39 37 33 6 18 23 339

19.8% 20.7% 19.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 46.2% 100.0% 19.2% 23.6% 17.5% 22.5% 18.8% 25.6% 26.0% 21.1% 20.0% 16.7% 17.3% 9.7% 20.0%IJK L Y Y Y Y Y pxY pxY Y Y y Y

TABLE 3 Prepared 8th July 2019Age netsAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




286 135 151 254 32 286 35 22 32 28 16 30 25 23 17 2 11 45 25614.3% 13.8% 14.8% 100.0% 10.2% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 12.7% 12.1% 16.5% 12.3% 18.8% 17.9% 16.7% 13.1% 10.3% 5.6% 10.6% 18.9% 15.1%

D EFGH w vW vW VWx vW w noQVWX vW489 242 247 283 206 489 59 37 61 34 10 33 21 52 50 11 26 95 402

24.5% 24.8% 24.1% 0.0% 89.8% 58.2% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 21.4% 20.3% 31.4% 15.0% 11.8% 19.6% 14.0% 29.7% 30.3% 30.6% 25.0% 39.9% 23.7%CEFGH CFGH qRT r NOQRSTZ r NOQRSTz NOQRSTz qRT QRT NOpQRST

UVXZQRT

492 231 261 148 344 492 76 51 39 69 26 36 38 40 37 13 24 43 41824.6% 23.6% 25.5% 0.0% 0.0% 41.8% 100.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 27.5% 28.0% 20.1% 30.4% 30.6% 21.4% 25.3% 22.9% 22.4% 36.1% 23.1% 18.1% 24.7%

CDGH E pY pY PSuvYz pY y psY Y626 306 320 337 289 626 83 59 54 87 30 57 56 49 48 9 40 54 529

31.3% 31.3% 31.3% 0.0% 0.0% 0.0% 0.0% 100.0% 73.0% 0.0% 0.0% 0.0% 100.0% 0.0% 30.1% 32.4% 27.8% 38.3% 35.3% 33.9% 37.3% 28.0% 29.1% 25.0% 38.5% 22.7% 31.2%H CDEF y Y nPUvwYZ Y Y puY puY Y

107 63 44 107 107 23 13 8 9 3 12 10 11 13 1 3 1 905.4% 6.4% 4.3% 0.0% 0.0% 0.0% 0.0% 0.0% 27.0% 0.0% 0.0% 0.0% 0.0% 100.0% 8.3% 7.1% 4.1% 4.0% 3.5% 7.1% 6.7% 6.3% 7.9% 2.8% 2.9% 0.4% 5.3%

B CDEFG pQXYz xY Y Y xY Y Y xY Y

Total Gender Age Age nets Region

Age nets Region

Under 18

18-24

25-34

35-44

Male

Female

Total Gender Age

Age Age nets Region

Generation Z (1994-2001)


Generation X (1965-1979)

45-54

55-64

65+

Total Gender

Baby Boomers (1946-1964)

Silent Generation (Before 1946)



TABLE 4 Prepared 8th July 2019Q3. Which of the following regions do you live in?All respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




276 120 156 32 37 47 54 53 53 35 59 76 83 23 276 27613.8% 12.3% 15.2% 12.6% 11.7% 13.3% 15.7% 15.7% 13.4% 12.2% 12.1% 15.4% 13.3% 21.5% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 16.3%

a IJL Z OPQRSTUVXY

182 89 93 19 28 26 37 29 43 22 37 51 59 13 182 1829.1% 9.1% 9.1% 7.5% 8.9% 7.3% 10.8% 8.6% 10.9% 7.7% 7.6% 10.4% 9.4% 12.1% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 10.7%

e Z NPQRSTUVXY

194 94 100 28 48 29 27 28 34 32 61 39 54 8 194 1949.7% 9.6% 9.8% 11.0% 15.2% 8.2% 7.8% 8.3% 8.6% 11.2% 12.5% 7.9% 8.6% 7.5% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 11.4%

EFGH KLm Z NOQRSTUVXY

227 119 108 28 17 38 48 45 51 28 34 69 87 9 227 22711.4% 12.2% 10.6% 11.0% 5.4% 10.7% 14.0% 13.4% 12.9% 9.8% 7.0% 14.0% 13.9% 8.4% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 13.4%

D D D D D iJm iJm Z NOPRSTUVXY

85 45 40 16 5 10 21 17 16 16 10 26 30 3 85 854.3% 4.6% 3.9% 6.3% 1.6% 2.8% 6.1% 5.0% 4.0% 5.6% 2.0% 5.3% 4.8% 2.8% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 5.0%

DE DE D D J J J NOPQSTUVY

168 78 90 30 15 32 22 26 43 30 33 36 57 12 168 1688.4% 8.0% 8.8% 11.8% 4.8% 9.0% 6.4% 7.7% 10.9% 10.5% 6.7% 7.3% 9.1% 11.2% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 9.9%

DF D DF j Z NOPQRTUVXY

150 76 74 23 15 20 26 27 39 25 21 38 56 10 150 1507.5% 7.8% 7.2% 9.1% 4.8% 5.6% 7.6% 8.0% 9.8% 8.7% 4.3% 7.7% 8.9% 9.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 8.8%

D d DE J J J j Z NOPQRSUVXY

175 78 97 20 26 40 29 23 37 23 52 40 49 11 175 1758.8% 8.0% 9.5% 7.9% 8.3% 11.3% 8.4% 6.8% 9.3% 8.0% 10.6% 8.1% 7.8% 10.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 10.3%

G Z NOPQRSTVXY

165 84 81 11 34 37 22 28 33 17 50 37 48 13 1658.3% 8.6% 7.9% 4.3% 10.8% 10.5% 6.4% 8.3% 8.3% 5.9% 10.2% 7.5% 7.7% 12.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0%

CF Cf C C I i36 19 17 2 6 8 10 4 6 2 11 13 9 1 36

1.8% 1.9% 1.7% 0.8% 1.9% 2.3% 2.9% 1.2% 1.5% 0.7% 2.2% 2.6% 1.4% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0%i I

104 49 55 10 13 22 16 25 18 11 26 24 40 3 1045.2% 5.0% 5.4% 3.9% 4.1% 6.2% 4.7% 7.4% 4.5% 3.8% 5.3% 4.9% 6.4% 2.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0%

cd im238 126 112 35 71 45 32 32 23 45 95 43 54 1 238 238

11.9% 12.9% 10.9% 13.8% 22.5% 12.7% 9.3% 9.5% 5.8% 15.7% 19.4% 8.7% 8.6% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 14.0%fH CEFGH H h h KLM KLM M M Z NOPQRS

TUVX1695 825 870 231 262 287 296 280 339 256 402 418 529 90 276 182 194 227 85 168 150 175 238 1695

84.8% 84.4% 85.0% 90.9% 83.2% 81.1% 86.0% 83.1% 85.6% 89.5% 82.2% 85.0% 84.5% 84.1% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 0.0% 0.0% 0.0% 100.0% 100.0%DEfGH e e JkL

TABLE 5 Prepared 8th July 2019City. Which of these is the nearest city to your home?All respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




23 14 9 1 9 8 1 1 3 2 15 2 1 3 231.2% 1.4% 0.9% 0.4% 2.9% 2.3% 0.3% 0.3% 0.8% 0.7% 3.1% 0.4% 0.2% 2.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 13.9% 0.0% 0.0% 0.0% 0.0%

KL23 10 13 2 2 5 7 3 4 2 5 9 7 23

1.2% 1.0% 1.3% 0.8% 0.6% 1.4% 2.0% 0.9% 1.0% 0.7% 1.0% 1.8% 1.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 13.9% 0.0% 0.0% 0.0% 0.0%

52 23 29 2 13 9 7 11 10 5 16 10 17 4 522.6% 2.4% 2.8% 0.8% 4.1% 2.5% 2.0% 3.3% 2.5% 1.7% 3.3% 2.0% 2.7% 3.7% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 31.5% 0.0% 0.0% 0.0% 0.0%

C c C c67 37 30 6 10 15 7 13 16 8 14 16 23 6 67

3.4% 3.8% 2.9% 2.4% 3.2% 4.2% 2.0% 3.9% 4.0% 2.8% 2.9% 3.3% 3.7% 5.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 40.6% 0.0% 0.0% 0.0% 0.0%

Age nets Region

South East

South West

West Midlands

North West

Total Gender Age

Wales

London

NET: England

Total Gender

North East

Yorkshire

East Midlands

East England

Scotland

Northern Ireland

Glasgow

Age Age nets Region

Aberdeen

Dundee

Edinburgh



f NOPQSTUYZ

19 11 8 1 4 4 4 2 4 1 7 5 5 1 191.0% 1.1% 0.8% 0.4% 1.3% 1.1% 1.2% 0.6% 1.0% 0.3% 1.4% 1.0% 0.8% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 52.8% 0.0% 0.0% 0.0%

8 2 6 1 1 2 3 1 1 2 4 1 80.4% 0.2% 0.6% 0.4% 0.3% 0.6% 0.9% 0.3% 0.0% 0.3% 0.4% 0.8% 0.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 22.2% 0.0% 0.0% 0.0%

9 6 3 1 2 3 1 2 2 4 3 90.5% 0.6% 0.3% 0.0% 0.3% 0.6% 0.9% 0.3% 0.5% 0.0% 0.4% 0.8% 0.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 25.0% 0.0% 0.0% 0.0%

45 19 26 3 9 9 9 8 7 4 15 11 15 452.3% 1.9% 2.5% 1.2% 2.9% 2.5% 2.6% 2.4% 1.8% 1.4% 3.1% 2.2% 2.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 43.3% 0.0% 0.0%

14 8 6 1 2 2 2 3 4 1 3 3 5 2 140.7% 0.8% 0.6% 0.4% 0.6% 0.6% 0.6% 0.9% 1.0% 0.3% 0.6% 0.6% 0.8% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 13.5% 0.0% 0.0%

22 12 10 4 1 2 3 8 4 4 3 3 11 1 221.1% 1.2% 1.0% 1.6% 0.3% 0.6% 0.9% 2.4% 1.0% 1.4% 0.6% 0.6% 1.8% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 21.2% 0.0% 0.0%

jk23 10 13 2 1 9 2 6 3 2 5 7 9 23

1.2% 1.0% 1.3% 0.8% 0.3% 2.5% 0.6% 1.8% 0.8% 0.7% 1.0% 1.4% 1.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 22.1% 0.0% 0.0%

20 12 8 5 2 2 2 3 6 5 3 3 7 2 20 201.0% 1.2% 0.8% 2.0% 0.6% 0.6% 0.6% 0.9% 1.5% 1.7% 0.6% 0.6% 1.1% 1.9% 0.0% 11.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.2%

50 25 25 5 6 11 15 7 6 6 11 20 13 50 502.5% 2.6% 2.4% 2.0% 1.9% 3.1% 4.4% 2.1% 1.5% 2.1% 2.2% 4.1% 2.1% 0.0% 0.0% 27.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.9%

cdgH l NQY43 17 26 2 5 5 6 6 19 3 8 7 17 8 43 43

2.2% 1.7% 2.5% 0.8% 1.6% 1.4% 1.7% 1.8% 4.8% 1.0% 1.6% 1.4% 2.7% 7.5% 0.0% 23.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.5%CDEFG i NY

20 12 8 2 4 3 4 5 2 2 4 7 6 1 20 201.0% 1.2% 0.8% 0.8% 1.3% 0.8% 1.2% 1.5% 0.5% 0.7% 0.8% 1.4% 1.0% 0.9% 0.0% 11.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.2%

49 23 26 5 11 5 10 8 10 6 11 14 16 2 49 492.5% 2.4% 2.5% 2.0% 3.5% 1.4% 2.9% 2.4% 2.5% 2.1% 2.2% 2.8% 2.6% 1.9% 0.0% 26.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.9%

e NQY119 59 60 19 33 20 16 13 18 21 42 25 27 4 119 119

5.9% 6.0% 5.9% 7.5% 10.5% 5.6% 4.7% 3.9% 4.5% 7.3% 8.6% 5.1% 4.3% 3.7% 0.0% 0.0% 61.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 7.0%g EFGH l KLM NOQRST

UVXYZNOQRST

UVXY25 13 12 2 5 2 3 5 8 2 6 4 12 1 25 25

1.3% 1.3% 1.2% 0.8% 1.6% 0.6% 0.9% 1.5% 2.0% 0.7% 1.2% 0.8% 1.9% 0.9% 0.0% 0.0% 12.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.5%

14 5 9 1 3 2 3 3 2 2 3 4 4 1 14 140.7% 0.5% 0.9% 0.4% 1.0% 0.6% 0.9% 0.9% 0.5% 0.7% 0.6% 0.8% 0.6% 0.9% 0.0% 0.0% 7.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.8%

9 4 5 2 4 2 1 3 4 1 1 9 90.5% 0.4% 0.5% 0.8% 1.3% 0.6% 0.0% 0.3% 0.0% 1.0% 0.8% 0.2% 0.2% 0.0% 0.0% 0.0% 4.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.5%

27 13 14 4 3 3 5 6 6 4 6 5 10 2 27 271.4% 1.3% 1.4% 1.6% 1.0% 0.8% 1.5% 1.8% 1.5% 1.4% 1.2% 1.0% 1.6% 1.9% 0.0% 0.0% 13.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.6%

35 14 21 3 3 4 8 7 10 3 6 9 15 2 35 351.8% 1.4% 2.1% 1.2% 1.0% 1.1% 2.3% 2.1% 2.5% 1.0% 1.2% 1.8% 2.4% 1.9% 0.0% 0.0% 0.0% 15.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.1%

10 3 7 3 2 2 1 2 3 1 3 3 10 100.5% 0.3% 0.7% 1.2% 0.0% 0.6% 0.6% 0.3% 0.5% 1.0% 0.2% 0.6% 0.5% 0.0% 0.0% 0.0% 0.0% 4.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.6%

62 35 27 7 6 14 10 14 11 7 12 18 24 1 62 623.1% 3.6% 2.6% 2.8% 1.9% 4.0% 2.9% 4.2% 2.8% 2.4% 2.5% 3.7% 3.8% 0.9% 0.0% 0.0% 0.0% 27.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 3.7%

d NOPSUVYZ

NOPSUVY

102 59 43 14 7 14 25 20 22 14 14 32 36 6 102 1025.1% 6.0% 4.2% 5.5% 2.2% 4.0% 7.3% 5.9% 5.6% 4.9% 2.9% 6.5% 5.8% 5.6% 0.0% 0.0% 0.0% 44.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 6.0%

b D De D D J J NOPSTUVXYZ

NOPSTUVXY

18 8 10 1 1 4 3 3 6 1 1 7 9 18 180.9% 0.8% 1.0% 0.4% 0.3% 1.1% 0.9% 0.9% 1.5% 0.3% 0.2% 1.4% 1.4% 0.0% 0.0% 0.0% 0.0% 7.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.1%

16 7 9 4 3 2 3 4 4 2 3 7 16 160.8% 0.7% 0.9% 1.6% 0.0% 0.8% 0.6% 0.9% 1.0% 1.4% 0.4% 0.6% 1.1% 0.0% 0.0% 0.0% 0.0% 0.0% 18.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.9%

19 11 8 5 1 2 2 5 4 5 2 3 7 2 19 191.0% 1.1% 0.8% 2.0% 0.3% 0.6% 0.6% 1.5% 1.0% 1.7% 0.4% 0.6% 1.1% 1.9% 0.0% 0.0% 0.0% 0.0% 22.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.1%

37 19 18 4 3 4 13 6 7 4 4 16 12 1 37 371.9% 1.9% 1.8% 1.6% 1.0% 1.1% 3.8% 1.8% 1.8% 1.4% 0.8% 3.3% 1.9% 0.9% 0.0% 0.0% 0.0% 0.0% 43.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.2%

DE iJ N13 8 5 3 1 1 4 3 1 3 2 4 4 13 13

0.7% 0.8% 0.5% 1.2% 0.3% 0.3% 1.2% 0.9% 0.3% 1.0% 0.4% 0.8% 0.6% 0.0% 0.0% 0.0% 0.0% 0.0% 15.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.8%

42 25 17 6 6 13 6 4 7 6 16 9 7 4 42 422.1% 2.6% 1.7% 2.4% 1.9% 3.7% 1.7% 1.2% 1.8% 2.1% 3.3% 1.8% 1.1% 3.7% 0.0% 0.0% 0.0% 0.0% 0.0% 25.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.5%

G L N

Belfast

Derry

Lisburn

Cardiff

Newport

Plymouth

Birmingham

Coventry

Dudley

Walsall

Wolverhampton

Swansea

Wrexham

Bath‎

Bristol ‎

Exeter ‎

Gloucester ‎

Middlesbrough

Newcastle upon Tyne

Sunderland

Bradford

Blackpool

Carlisle

Liverpool

Manchester

Warrington

Durham



21 7 14 4 2 1 3 2 9 4 2 4 8 3 21 211.1% 0.7% 1.4% 1.6% 0.6% 0.3% 0.9% 0.6% 2.3% 1.4% 0.4% 0.8% 1.3% 2.8% 0.0% 0.0% 0.0% 0.0% 0.0% 12.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.2%

35 9 26 7 3 6 7 6 6 7 6 10 11 1 35 351.8% 0.9% 2.5% 2.8% 1.0% 1.7% 2.0% 1.8% 1.5% 2.4% 1.2% 2.0% 1.8% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 20.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.1%

A50 26 24 12 1 7 6 10 14 12 4 10 22 2 50 50

2.5% 2.7% 2.3% 4.7% 0.3% 2.0% 1.7% 3.0% 3.5% 4.2% 0.8% 2.0% 3.5% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 29.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.9%DeF D d D D J J NQY

20 11 9 1 3 5 4 7 1 5 3 9 2 20 201.0% 1.1% 0.9% 0.4% 1.0% 1.4% 0.0% 1.2% 1.8% 0.3% 1.0% 0.6% 1.4% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 11.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.2%

30 19 11 3 2 5 4 7 9 3 3 8 13 3 30 301.5% 1.9% 1.1% 1.2% 0.6% 1.4% 1.2% 2.1% 2.3% 1.0% 0.6% 1.6% 2.1% 2.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 20.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.8%

J27 13 14 9 4 1 6 1 6 9 5 6 5 2 27 27

1.4% 1.3% 1.4% 3.5% 1.3% 0.3% 1.7% 0.3% 1.5% 3.1% 1.0% 1.2% 0.8% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 18.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.6%

21 12 9 2 3 3 3 7 3 3 2 6 8 2 21 211.1% 1.2% 0.9% 0.8% 1.0% 0.8% 0.9% 2.1% 0.8% 1.0% 0.4% 1.2% 1.3% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 14.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.2%

72 32 40 9 6 11 13 12 21 10 11 18 30 3 72 723.6% 3.3% 3.9% 3.5% 1.9% 3.1% 3.8% 3.6% 5.3% 3.5% 2.2% 3.7% 4.8% 2.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 48.0% 0.0% 0.0% 0.0% 0.0% 0.0% 4.2%

D J NOPQSUVYZ

NOPQSUVY

38 19 19 7 4 10 7 6 4 7 13 8 8 2 38 381.9% 1.9% 1.9% 2.8% 1.3% 2.8% 2.0% 1.8% 1.0% 2.4% 2.7% 1.6% 1.3% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 21.7% 0.0% 0.0% 0.0% 0.0% 2.2%

h N49 16 33 7 4 6 10 10 12 8 7 12 18 4 49 49

2.5% 1.6% 3.2% 2.8% 1.3% 1.7% 2.9% 3.0% 3.0% 2.8% 1.4% 2.4% 2.9% 3.7% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 28.0% 0.0% 0.0% 0.0% 0.0% 2.9%A d j NQY

50 24 26 4 9 20 5 2 10 6 20 12 10 2 50 502.5% 2.5% 2.5% 1.6% 2.9% 5.6% 1.5% 0.6% 2.5% 2.1% 4.1% 2.4% 1.6% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 28.6% 0.0% 0.0% 0.0% 0.0% 2.9%

G CdFGH G L NQY16 7 9 1 5 2 2 1 5 1 6 3 5 1 16 16

0.8% 0.7% 0.9% 0.4% 1.6% 0.6% 0.6% 0.3% 1.3% 0.3% 1.2% 0.6% 0.8% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 9.1% 0.0% 0.0% 0.0% 0.0% 0.9%

22 12 10 1 4 2 5 4 6 1 6 5 8 2 22 221.1% 1.2% 1.0% 0.4% 1.3% 0.6% 1.5% 1.2% 1.5% 0.3% 1.2% 1.0% 1.3% 1.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 12.6% 0.0% 0.0% 0.0% 0.0% 1.3%

136 62 74 20 15 18 27 29 27 22 22 36 44 12 136 1366.8% 6.3% 7.2% 7.9% 4.8% 5.1% 7.8% 8.6% 6.8% 7.7% 4.5% 7.3% 7.0% 11.2% 49.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 8.0%

De j j j J OPQRSTUVXYZ

OPQRSTUVXY

56 26 30 3 9 12 8 14 10 4 15 13 20 4 56 562.8% 2.7% 2.9% 1.2% 2.9% 3.4% 2.3% 4.2% 2.5% 1.4% 3.1% 2.6% 3.2% 3.7% 20.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 3.3%

c C i OPQYZ OPQY35 14 21 4 5 7 9 5 5 4 9 12 7 3 35 35

1.8% 1.4% 2.1% 1.6% 1.6% 2.0% 2.6% 1.5% 1.3% 1.4% 1.8% 2.4% 1.1% 2.8% 12.7% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.1%

49 18 31 5 8 10 10 5 11 5 13 15 12 4 49 492.5% 1.8% 3.0% 2.0% 2.5% 2.8% 2.9% 1.5% 2.8% 1.7% 2.7% 3.0% 1.9% 3.7% 17.8% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.9%

a QYZ QY238 126 112 35 71 45 32 32 23 45 95 43 54 1 238 238

11.9% 12.9% 10.9% 13.8% 22.5% 12.7% 9.3% 9.5% 5.8% 15.7% 19.4% 8.7% 8.6% 0.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 14.0%fH CEFGH H h h KLM KLM M M Z NOPQRS

TUVX

TABLE 6 Prepared 8th July 2019Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I am happy for my personal data to be used by companies if I have given permission and as long as the data is used anonymously – e.g. my name, address and date of birth are not analysed or shared with a third partyAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




171 86 85 21 22 32 27 29 40 23 39 40 55 14 24 22 24 16 12 8 14 13 6 8 11 13 1468.6% 8.8% 8.3% 8.3% 7.0% 9.0% 7.8% 8.6% 10.1% 8.0% 8.0% 8.1% 8.8% 13.1% 8.7% 12.1% 12.4% 7.0% 14.1% 4.8% 9.3% 7.4% 3.6% 22.2% 10.6% 5.5% 8.6%

sV qSVY qSVY qSVY V sV SVy144 68 76 15 21 30 28 24 26 16 40 38 44 6 19 16 16 11 8 13 12 11 9 2 7 20 126

7.2% 7.0% 7.4% 5.9% 6.7% 8.5% 8.1% 7.1% 6.6% 5.6% 8.2% 7.7% 7.0% 5.6% 6.9% 8.8% 8.2% 4.8% 9.4% 7.7% 8.0% 6.3% 5.5% 5.6% 6.7% 8.4% 7.4%q

520 261 259 56 80 104 89 98 93 70 123 136 168 23 66 49 50 64 16 43 44 40 50 13 25 60 43226.0% 26.7% 25.3% 22.0% 25.4% 29.4% 25.9% 29.1% 23.5% 24.5% 25.2% 27.6% 26.8% 21.5% 23.9% 26.9% 25.8% 28.2% 18.8% 25.6% 29.3% 22.9% 30.3% 36.1% 24.0% 25.2% 25.5%

Ch ch r r R r691 336 355 82 109 104 132 119 145 89 168 170 225 39 108 52 55 84 29 64 47 65 61 9 37 80 584

34.6% 34.4% 34.7% 32.3% 34.6% 29.4% 38.4% 35.3% 36.6% 31.1% 34.4% 34.6% 35.9% 36.4% 39.1% 28.6% 28.4% 37.0% 34.1% 38.1% 31.3% 37.1% 37.0% 25.0% 35.6% 33.6% 34.5%E e E OPw op oP op op op

423 211 212 70 78 78 58 61 78 78 111 95 120 19 52 37 39 41 17 39 32 44 37 4 21 60 36121.2% 21.6% 20.7% 27.6% 24.8% 22.0% 16.9% 18.1% 19.7% 27.3% 22.7% 19.3% 19.2% 17.8% 18.8% 20.3% 20.1% 18.1% 20.0% 23.2% 21.3% 25.1% 22.4% 11.1% 20.2% 25.2% 21.3%

FGH FG f KLM W qW w nqW w51 15 36 10 5 6 10 6 14 10 8 13 14 6 7 6 10 11 3 1 1 2 2 3 5 46

Kingston upon Hull

Leeds

Cambridge

Chelmsford

Norwich

Peterborough

St Albans

Brighton

Sheffield

York

Derby

Leicester

Northampton

Nottingham

Gender Age Age nets Region

1-Strongly Disagree

2

Oxford

Portsmouth

Southampton

London

Total

3

4

5-Strongly Agree

6-Non-Applicable / Don’t



2.6% 1.5% 3.5% 3.9% 1.6% 1.7% 2.9% 1.8% 3.5% 3.5% 1.6% 2.6% 2.2% 5.6% 2.5% 3.3% 5.2% 4.8% 3.5% 0.6% 0.7% 1.1% 1.2% 0.0% 2.9% 2.1% 2.7%A d d

1114 547 567 152 187 182 190 180 223 167 279 265 345 58 160 89 94 125 46 103 79 109 98 13 58 140 94555.7% 56.0% 55.4% 59.8% 59.4% 51.4% 55.2% 53.4% 56.3% 58.4% 57.1% 53.9% 55.1% 54.2% 58.0% 48.9% 48.5% 55.1% 54.1% 61.3% 52.7% 62.3% 59.4% 36.1% 55.8% 58.8% 55.8%

E E oPW W w OPW w OPtWz OPW W OPW opW315 154 161 36 43 62 55 53 66 39 79 78 99 20 43 38 40 27 20 21 26 24 15 10 18 33 272

15.8% 15.8% 15.7% 14.2% 13.7% 17.5% 16.0% 15.7% 16.7% 13.6% 16.2% 15.9% 15.8% 18.7% 15.6% 20.9% 20.6% 11.9% 23.5% 12.5% 17.3% 13.7% 9.1% 27.8% 17.3% 13.9% 16.0%V QSuVy QSuVy QSuVy V QsuVy v qV

Mean 3.54 3.54 3.54 3.68 3.65 3.48 3.50 3.48 3.51 3.66 3.57 3.51 3.51 3.43 3.54 3.38 3.38 3.57 3.38 3.68 3.48 3.67 3.70 2.97 3.50 3.66 3.54Standard deviation 1.16 1.17 1.16 1.20 1.14 1.19 1.12 1.14 1.19 1.19 1.17 1.14 1.15 1.25 1.15 1.26 1.27 1.08 1.31 1.06 1.18 1.14 1.00 1.28 1.21 1.12 1.17

EfGh efg klm W w w W OPrW W OPrW OPrtWz W OPrW opW

TABLE 7 Prepared 8th July 2019Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I am uneasy about my personal data being used by companies if my personal details are analysed – e.g. my name, address and date of birthAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




70 38 32 10 15 11 7 8 19 12 20 11 20 7 7 11 4 7 2 4 7 7 6 1 4 10 593.5% 3.9% 3.1% 3.9% 4.8% 3.1% 2.0% 2.4% 4.8% 4.2% 4.1% 2.2% 3.2% 6.5% 2.5% 6.0% 2.1% 3.1% 2.4% 2.4% 4.7% 4.0% 3.6% 2.8% 3.8% 4.2% 3.5%

f Fg k nps133 70 63 27 23 18 21 19 25 30 31 28 36 8 16 12 12 20 5 7 8 9 19 5 6 14 103

6.7% 7.2% 6.2% 10.6% 7.3% 5.1% 6.1% 5.6% 6.3% 10.5% 6.3% 5.7% 5.8% 7.5% 5.8% 6.6% 6.2% 8.8% 5.9% 4.2% 5.3% 5.1% 11.5% 13.9% 5.8% 5.9% 6.1%EfGh jKL s NpSTUxyZ

527 282 245 65 97 94 86 91 94 71 141 130 158 27 71 44 46 61 12 50 40 60 42 9 26 66 45026.4% 28.9% 23.9% 25.6% 30.8% 26.6% 25.0% 27.0% 23.7% 24.8% 28.8% 26.4% 25.2% 25.2% 25.7% 24.2% 23.7% 26.9% 14.1% 29.8% 26.7% 34.3% 25.5% 25.0% 25.0% 27.7% 26.5%

B fH R R R R R R nOPRvxZ R r R R551 256 295 67 95 97 113 85 94 77 143 152 160 19 90 51 51 60 27 59 43 39 38 4 30 59 479

27.6% 26.2% 28.8% 26.4% 30.2% 27.4% 32.8% 25.2% 23.7% 26.9% 29.2% 30.9% 25.6% 17.8% 32.6% 28.0% 26.3% 26.4% 31.8% 35.1% 28.7% 22.3% 23.0% 11.1% 28.8% 24.8% 28.3%h cGH M M LM m UVWY W W W W pqUVWYz W w w W W uW

675 311 364 79 79 127 108 126 156 90 144 159 239 43 87 59 71 69 37 47 51 59 57 17 37 84 56433.8% 31.8% 35.6% 31.1% 25.1% 35.9% 31.4% 37.4% 39.4% 31.5% 29.4% 32.3% 38.2% 40.2% 31.5% 32.4% 36.6% 30.4% 43.5% 28.0% 34.0% 33.7% 34.5% 47.2% 35.6% 35.3% 33.3%

a D d Df CDF IJK J s NoQSz nqSz44 20 24 6 6 7 9 8 8 6 10 12 13 3 5 5 10 10 2 1 1 1 3 1 5 40

2.2% 2.0% 2.3% 2.4% 1.9% 2.0% 2.6% 2.4% 2.0% 2.1% 2.0% 2.4% 2.1% 2.8% 1.8% 2.7% 5.2% 4.4% 2.4% 0.6% 0.7% 0.6% 1.8% 0.0% 1.0% 2.1% 2.4%

1226 567 659 146 174 224 221 211 250 167 287 311 399 62 177 110 122 129 64 106 94 98 95 21 67 143 104361.3% 58.0% 64.4% 57.5% 55.2% 63.3% 64.2% 62.6% 63.1% 58.4% 58.7% 63.2% 63.7% 57.9% 64.1% 60.4% 62.9% 56.8% 75.3% 63.1% 62.7% 56.0% 57.6% 58.3% 64.4% 60.1% 61.5%

A D cD d D j qu NOPQSTUVwYZ

203 108 95 37 38 29 28 27 44 42 51 39 56 15 23 23 16 27 7 11 15 16 25 6 10 24 16210.2% 11.1% 9.3% 14.6% 12.1% 8.2% 8.1% 8.0% 11.1% 14.7% 10.4% 7.9% 8.9% 14.0% 8.3% 12.6% 8.2% 11.9% 8.2% 6.5% 10.0% 9.1% 15.2% 16.7% 9.6% 10.1% 9.6%

EFG efg jKL k s s NPrSuzMean 3.83 3.76 3.90 3.72 3.65 3.90 3.88 3.92 3.88 3.73 3.75 3.88 3.92 3.80 3.86 3.76 3.94 3.76 4.11 3.83 3.83 3.77 3.75 3.86 3.87 3.83 3.84Standard deviation 1.09 1.10 1.07 1.14 1.09 1.06 1.00 1.05 1.15 1.15 1.08 1.01 1.08 1.24 1.02 1.16 1.04 1.09 1.02 0.97 1.10 1.10 1.16 1.23 1.09 1.11 1.08

A cD cD CD cD ij IJ q nOQSTUVYZ

TABLE 8 Prepared 8th July 2019Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I am uneasy about my personal data being sold onto a third party if my personal details are sent to a third party – e.g. name, address, date of birthAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




59 34 25 11 8 11 6 9 14 13 12 11 18 5 9 8 7 2 2 4 7 5 4 1 10 543.0% 3.5% 2.4% 4.3% 2.5% 3.1% 1.7% 2.7% 3.5% 4.5% 2.5% 2.2% 2.9% 4.7% 3.3% 4.4% 3.6% 0.9% 2.4% 2.4% 4.7% 2.9% 2.4% 0.0% 1.0% 4.2% 3.2%

f k q Q q Q Q85 41 44 19 20 11 13 10 12 19 27 17 20 2 14 4 8 8 5 4 4 8 7 2 4 17 72

4.3% 4.2% 4.3% 7.5% 6.3% 3.1% 3.8% 3.0% 3.0% 6.6% 5.5% 3.5% 3.2% 1.9% 5.1% 2.2% 4.1% 3.5% 5.9% 2.4% 2.7% 4.6% 4.2% 5.6% 3.8% 7.1% 4.2%EfGH eGH kL l o OqSTz o

329 182 147 59 79 70 44 35 42 64 113 75 64 13 39 34 38 38 8 30 25 23 30 11 13 40 27516.5% 18.6% 14.4% 23.2% 25.1% 19.8% 12.8% 10.4% 10.6% 22.4% 23.1% 15.2% 10.2% 12.1% 14.1% 18.7% 19.6% 16.7% 9.4% 17.9% 16.7% 13.1% 18.2% 30.6% 12.5% 16.8% 16.2%

B FGH FGH FGH KLM KLM L R Ru r r r R NqRtUXyz r R429 215 214 51 84 78 86 66 64 58 120 121 116 14 66 41 37 51 11 39 33 43 31 4 28 45 366

21.5% 22.0% 20.9% 20.1% 26.7% 22.0% 25.0% 19.6% 16.2% 20.3% 24.5% 24.6% 18.5% 13.1% 23.9% 22.5% 19.1% 22.5% 12.9% 23.2% 22.0% 24.6% 18.8% 11.1% 26.9% 18.9% 21.6%cGH H gH m LM LM RW Rw Rw RW rw RW RW RW

1048 482 566 108 113 180 184 211 252 124 205 256 394 69 143 91 96 119 57 89 78 94 89 18 54 120 88752.4% 49.3% 55.3% 42.5% 35.9% 50.8% 53.5% 62.6% 63.6% 43.4% 41.9% 52.0% 62.9% 64.5% 51.8% 50.0% 49.5% 52.4% 67.1% 53.0% 52.0% 53.7% 53.9% 50.0% 51.9% 50.4% 52.3%

A CD CD CDEF CDEF IJ IJK IJK NOPQSTUVwXYZ

50 23 27 6 11 4 11 6 12 8 12 12 14 4 5 4 8 9 2 2 3 2 4 1 4 6 412.5% 2.4% 2.6% 2.4% 3.5% 1.1% 3.2% 1.8% 3.0% 2.8% 2.5% 2.4% 2.2% 3.7% 1.8% 2.2% 4.1% 4.0% 2.4% 1.2% 2.0% 1.1% 2.4% 2.8% 3.8% 2.5% 2.4%

Age Age nets Region

Know

NET: Agree

NET: Disagree

1-Strongly Disagree

2

3

4

5-Strongly Agree

6-Non-Applicable / Don’t Know

Total Gender

Age nets Region

1-Strongly Disagree

2

3

4

NET: Agree

NET: Disagree

Total Gender Age

5-Strongly Agree




E e e1477 697 780 159 197 258 270 277 316 182 325 377 510 83 209 132 133 170 68 128 111 137 120 22 82 165 1253

73.9% 71.3% 76.2% 62.6% 62.5% 72.9% 78.5% 82.2% 79.8% 63.6% 66.5% 76.6% 81.5% 77.6% 75.7% 72.5% 68.6% 74.9% 80.0% 76.2% 74.0% 78.3% 72.7% 61.1% 78.8% 69.3% 73.9%A CD CDe CDE CDE IJ IJK IJ pw PWY w PWY Pwy

144 75 69 30 28 22 19 19 26 32 39 28 38 7 23 12 15 10 7 8 11 13 11 2 5 27 1267.2% 7.7% 6.7% 11.8% 8.9% 6.2% 5.5% 5.6% 6.6% 11.2% 8.0% 5.7% 6.1% 6.5% 8.3% 6.6% 7.7% 4.4% 8.2% 4.8% 7.3% 7.4% 6.7% 5.6% 4.8% 11.3% 7.4%

EFGH f KL q oQSvXz QMean 4.19 4.12 4.26 3.91 3.90 4.16 4.29 4.39 4.38 3.94 4.00 4.24 4.39 4.36 4.18 4.14 4.11 4.27 4.40 4.23 4.16 4.23 4.20 4.09 4.30 4.07 4.19Standard deviation 1.06 1.08 1.03 1.17 1.06 1.05 0.96 0.98 1.04 1.17 1.06 0.99 1.00 1.09 1.07 1.08 1.10 0.94 1.04 0.99 1.10 1.03 1.05 1.02 0.91 1.17 1.07

A CD CDe CDE CDE IJ IJK IJ Y noPYz y

TABLE 9 Prepared 8th July 2019Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? I would be willing to share more personal data with companies on the condition of total anonymityAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




196 102 94 20 20 43 37 31 45 21 49 50 64 12 25 22 24 20 6 16 13 19 14 6 10 21 1669.8% 10.4% 9.2% 7.9% 6.3% 12.1% 10.8% 9.2% 11.4% 7.3% 10.0% 10.2% 10.2% 11.2% 9.1% 12.1% 12.4% 8.8% 7.1% 9.5% 8.7% 10.9% 8.5% 16.7% 9.6% 8.8% 9.8%

cD D D174 78 96 18 23 26 32 37 38 19 33 47 60 15 25 15 11 20 10 13 18 18 11 5 9 19 149

8.7% 8.0% 9.4% 7.1% 7.3% 7.3% 9.3% 11.0% 9.6% 6.6% 6.7% 9.6% 9.6% 14.0% 9.1% 8.2% 5.7% 8.8% 11.8% 7.7% 12.0% 10.3% 6.7% 13.9% 8.7% 8.0% 8.8%ce j IJ P p

617 290 327 67 79 105 119 122 125 76 124 170 223 24 88 61 65 66 22 59 48 50 52 14 38 54 51330.9% 29.7% 32.0% 26.4% 25.1% 29.7% 34.6% 36.2% 31.6% 26.6% 25.4% 34.6% 35.6% 22.4% 31.9% 33.5% 33.5% 29.1% 25.9% 35.1% 32.0% 28.6% 31.5% 38.9% 36.5% 22.7% 30.3%

CD CDe d IJM IJM Y Y Y Y Y y y Y Y555 286 269 76 96 103 88 83 109 87 150 126 160 32 79 47 43 66 26 48 39 49 52 6 21 79 476

27.8% 29.3% 26.3% 29.9% 30.5% 29.1% 25.6% 24.6% 27.5% 30.4% 30.7% 25.6% 25.6% 29.9% 28.6% 25.8% 22.2% 29.1% 30.6% 28.6% 26.0% 28.0% 31.5% 16.7% 20.2% 33.2% 28.1%g kl wx wx w w PWX oPWX pwx

390 199 191 66 89 62 55 50 68 76 114 82 96 22 51 32 39 43 18 27 28 33 32 5 19 63 33419.5% 20.4% 18.7% 26.0% 28.3% 17.5% 16.0% 14.8% 17.2% 26.6% 23.3% 16.7% 15.3% 20.6% 18.5% 17.6% 20.1% 18.9% 21.2% 16.1% 18.7% 18.9% 19.4% 13.9% 18.3% 26.5% 19.7%

EFGH EFGH KL KL NOqStuvwxZ

68 22 46 7 8 15 13 14 11 7 19 17 23 2 8 5 12 12 3 5 4 6 4 7 2 573.4% 2.3% 4.5% 2.8% 2.5% 4.2% 3.8% 4.2% 2.8% 2.4% 3.9% 3.5% 3.7% 1.9% 2.9% 2.7% 6.2% 5.3% 3.5% 3.0% 2.7% 3.4% 2.4% 0.0% 6.7% 0.8% 3.4%

A y vY Y y Y945 485 460 142 185 165 143 133 177 163 264 208 256 54 130 79 82 109 44 75 67 82 84 11 40 142 810

47.3% 49.6% 45.0% 55.9% 58.7% 46.6% 41.6% 39.5% 44.7% 57.0% 54.0% 42.3% 40.9% 50.5% 47.1% 43.4% 42.3% 48.0% 51.8% 44.6% 44.7% 46.9% 50.9% 30.6% 38.5% 59.7% 47.8%B EFGH EFGH g KL KL l W W Wx w WX NOPQST

UvWXZWx

370 180 190 38 43 69 69 68 83 40 82 97 124 27 50 37 35 40 16 29 31 37 25 11 19 40 31518.5% 18.4% 18.6% 15.0% 13.7% 19.5% 20.1% 20.2% 21.0% 14.0% 16.8% 19.7% 19.8% 25.2% 18.1% 20.3% 18.0% 17.6% 18.8% 17.3% 20.7% 21.1% 15.2% 30.6% 18.3% 16.8% 18.6%

D D cD CD I I Ij vyMean 3.40 3.42 3.38 3.61 3.69 3.34 3.28 3.26 3.30 3.64 3.53 3.30 3.27 3.35 3.40 3.29 3.34 3.43 3.49 3.35 3.35 3.35 3.48 2.97 3.31 3.61 3.40Standard deviation 1.20 1.21 1.18 1.19 1.16 1.23 1.18 1.14 1.21 1.17 1.22 1.18 1.16 1.27 1.17 1.22 1.25 1.18 1.17 1.14 1.18 1.23 1.14 1.24 1.19 1.21 1.20

EFGH EFGH KLM KL w W W w w w W NOPSTUWXZ

W

TABLE 10Prepared 8th July 2019Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? There is no harm in giving companies my personal data as it isn’t of any value to themAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




662 321 341 61 58 105 133 126 179 68 111 178 256 49 89 71 66 75 35 51 49 63 51 15 35 62 56133.1% 32.9% 33.3% 24.0% 18.4% 29.7% 38.7% 37.4% 45.2% 23.8% 22.7% 36.2% 40.9% 45.8% 32.2% 39.0% 34.0% 33.0% 41.2% 30.4% 32.7% 36.0% 30.9% 41.7% 33.7% 26.1% 33.1%

D CDE CDE CDEfG IJ IJ IJk sY y y sY Y y Y438 197 241 53 56 77 81 91 80 59 94 114 151 20 68 37 39 56 21 41 34 30 34 8 25 45 371

21.9% 20.2% 23.6% 20.9% 17.8% 21.8% 23.5% 27.0% 20.2% 20.6% 19.2% 23.2% 24.1% 18.7% 24.6% 20.3% 20.1% 24.7% 24.7% 24.4% 22.7% 17.1% 20.6% 22.2% 24.0% 18.9% 21.9%a d cDH J u u u

496 242 254 68 103 91 67 74 93 76 141 112 144 23 65 38 54 56 13 40 46 43 43 7 30 61 41624.8% 24.8% 24.8% 26.8% 32.7% 25.7% 19.5% 22.0% 23.5% 26.6% 28.8% 22.8% 23.0% 21.5% 23.6% 20.9% 27.8% 24.7% 15.3% 23.8% 30.7% 24.6% 26.1% 19.4% 28.8% 25.6% 24.5%

F EFGH F KL r R r r OR r R R R R211 125 86 41 52 47 31 20 20 47 79 45 32 8 25 20 13 20 9 25 11 19 25 4 8 32 174

10.6% 12.8% 8.4% 16.1% 16.5% 13.3% 9.0% 5.9% 5.1% 16.4% 16.2% 9.1% 5.1% 7.5% 9.1% 11.0% 6.7% 8.8% 10.6% 14.9% 7.3% 10.9% 15.2% 11.1% 7.7% 13.4% 10.3%B FGH FGH fGH H KLM KLM L nPqTx nPqTxz PTx p

135 72 63 21 38 30 17 17 12 25 55 26 27 2 20 10 16 6 6 9 6 16 9 2 4 31 1206.8% 7.4% 6.2% 8.3% 12.1% 8.5% 4.9% 5.0% 3.0% 8.7% 11.2% 5.3% 4.3% 1.9% 7.2% 5.5% 8.2% 2.6% 7.1% 5.4% 4.0% 9.1% 5.5% 5.6% 3.8% 13.0% 7.1%

H FGH fgH kLM KLM M Q Qt Qtx NOQrSTVXZ

Qt

58 20 38 10 8 4 15 9 12 11 9 17 16 5 9 6 6 14 1 2 4 4 3 2 7 532.9% 2.0% 3.7% 3.9% 2.5% 1.1% 4.4% 2.7% 3.0% 3.8% 1.8% 3.5% 2.6% 4.7% 3.3% 3.3% 3.1% 6.2% 1.2% 1.2% 2.7% 2.3% 1.8% 0.0% 1.9% 2.9% 3.1%


1-Strongly Disagree

2

NET: Agree

NET: Disagree

Total

Age Age nets Region

3

4

5-Strongly Agree


NET: Agree

NET: Disagree

1-Strongly Disagree

2

3

4

5-Strongly Agree


Total Gender



A E E e Uyz346 197 149 62 90 77 48 37 32 72 134 71 59 10 45 30 29 26 15 34 17 35 34 6 12 63 294

17.3% 20.2% 14.6% 24.4% 28.6% 21.8% 14.0% 11.0% 8.1% 25.2% 27.4% 14.4% 9.4% 9.3% 16.3% 16.5% 14.9% 11.5% 17.6% 20.2% 11.3% 20.0% 20.6% 16.7% 11.5% 26.5% 17.3%B FGH EFGH FGH H KLM KLM L QTX QTx QTX NOPQrTX

ZQTx

1100 518 582 114 114 182 214 217 259 127 205 292 407 69 157 108 105 131 56 92 83 93 85 23 60 107 93255.0% 53.0% 56.9% 44.9% 36.2% 51.4% 62.2% 64.4% 65.4% 44.4% 41.9% 59.3% 65.0% 64.5% 56.9% 59.3% 54.1% 57.7% 65.9% 54.8% 55.3% 53.1% 51.5% 63.9% 57.7% 45.0% 55.0%

a D D CDE CDE CDE IJ IJk IJ Y Y y Y psUVYZ y Y y Y Y YMean 2.34 2.40 2.28 2.62 2.86 2.49 2.14 2.12 1.97 2.64 2.74 2.21 2.05 1.96 2.32 2.21 2.33 2.18 2.17 2.40 2.25 2.39 2.43 2.17 2.23 2.68 2.34Standard deviation 1.24 1.27 1.20 1.26 1.26 1.28 1.20 1.14 1.09 1.27 1.29 1.20 1.12 1.09 1.23 1.24 1.25 1.10 1.27 1.22 1.12 1.33 1.23 1.24 1.12 1.36 1.25

B FGH CEFGH FGH h h KLM KLM LM q Q NOPQRSTUvWXZ

Q

TABLE 11Prepared 8th July 2019Q4. To what extent do you agree or disagree with the following statements about companies’ usage of your personal data? Analysis of my personal details such as my name, address and date of birth by companies won’t cause me any harmAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




421 195 226 38 52 67 69 81 114 45 83 98 163 32 62 45 41 44 21 26 33 35 41 13 26 34 34121.1% 20.0% 22.1% 15.0% 16.5% 18.9% 20.1% 24.0% 28.8% 15.7% 17.0% 19.9% 26.0% 29.9% 22.5% 24.7% 21.1% 19.4% 24.7% 15.5% 22.0% 20.0% 24.8% 36.1% 25.0% 14.3% 20.1%

CD CDEF IJK IJK sY SY y sY y SY pQSuYZ sY Y409 193 216 53 57 69 86 61 83 58 89 118 114 30 62 36 41 47 22 37 34 38 27 5 20 40 357

20.5% 19.8% 21.1% 20.9% 18.1% 19.5% 25.0% 18.1% 21.0% 20.3% 18.2% 24.0% 18.2% 28.0% 22.5% 19.8% 21.1% 20.7% 25.9% 22.0% 22.7% 21.7% 16.4% 13.9% 19.2% 16.8% 21.1%DeG JL JL vy

605 292 313 77 98 114 99 107 110 89 149 150 198 19 89 52 46 74 18 57 51 51 56 12 26 73 51130.3% 29.9% 30.6% 30.3% 31.1% 32.2% 28.8% 31.8% 27.8% 31.1% 30.5% 30.5% 31.6% 17.8% 32.2% 28.6% 23.7% 32.6% 21.2% 33.9% 34.0% 29.1% 33.9% 33.3% 25.0% 30.7% 30.1%

M M M M PR PR PR PR PR r PR293 160 133 45 59 52 47 44 46 48 91 64 76 14 35 22 26 29 13 28 21 24 31 2 17 45 243

14.7% 16.4% 13.0% 17.7% 18.7% 14.7% 13.7% 13.1% 11.6% 16.8% 18.6% 13.0% 12.1% 13.1% 12.7% 12.1% 13.4% 12.8% 15.3% 16.7% 14.0% 13.7% 18.8% 5.6% 16.3% 18.9% 14.3%B H fGH l KL w w w W w w noW W noqWz W

170 103 67 28 43 37 23 21 18 32 62 37 31 8 19 12 23 17 6 14 6 19 8 4 7 35 1518.5% 10.5% 6.5% 11.0% 13.7% 10.5% 6.7% 6.2% 4.5% 11.2% 12.7% 7.5% 5.0% 7.5% 6.9% 6.6% 11.9% 7.5% 7.1% 8.3% 4.0% 10.9% 4.8% 11.1% 6.7% 14.7% 8.9%

B fGH FGH fGH kL KLm l noTV TV NOQRSTVXZ

TV

102 34 68 13 6 15 20 23 25 14 15 25 44 4 9 15 17 16 5 6 5 8 2 8 11 925.1% 3.5% 6.6% 5.1% 1.9% 4.2% 5.8% 6.8% 6.3% 4.9% 3.1% 5.1% 7.0% 3.7% 3.3% 8.2% 8.8% 7.0% 5.9% 3.6% 3.3% 4.6% 1.2% 0.0% 7.7% 4.6% 5.4%

A D d D D D J NstV NSTVy ntV v V V nV463 263 200 73 102 89 70 65 64 80 153 101 107 22 54 34 49 46 19 42 27 43 39 6 24 80 394

23.2% 26.9% 19.6% 28.7% 32.4% 25.1% 20.3% 19.3% 16.2% 28.0% 31.3% 20.5% 17.1% 20.6% 19.6% 18.7% 25.3% 20.3% 22.4% 25.0% 18.0% 24.6% 23.6% 16.7% 23.1% 33.6% 23.2%B FGH EFGH gH KL KLM NOpQRsT

UVWXZ830 388 442 91 109 136 155 142 197 103 172 216 277 62 124 81 82 91 43 63 67 73 68 18 46 74 698

41.5% 39.7% 43.2% 35.8% 34.6% 38.4% 45.1% 42.1% 49.7% 36.0% 35.2% 43.9% 44.2% 57.9% 44.9% 44.5% 42.3% 40.1% 50.6% 37.5% 44.7% 41.7% 41.2% 50.0% 44.2% 31.1% 41.2%CDe D CDEG IJ IJ IJKL Y Y Y Y qSYz Y Y Y Y Y Y


B FGH eFGH fGH H H KLM KLM lm nOrT NOPQRsTUVWXZ

o

TABLE 12Prepared 8th July 2019Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? The online retailer who I shopped with most often over the last 12 months assuming I have never heard of it misusing customers’ personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




157 90 67 18 25 24 25 30 35 20 35 37 56 9 15 20 17 24 7 9 7 11 15 5 12 15 1257.9% 9.2% 6.5% 7.1% 7.9% 6.8% 7.3% 8.9% 8.8% 7.0% 7.2% 7.5% 8.9% 8.4% 5.4% 11.0% 8.8% 10.6% 8.2% 5.4% 4.7% 6.3% 9.1% 13.9% 11.5% 6.3% 7.4%

B NsTy NsTy nst127 71 56 16 12 24 28 16 31 16 31 33 38 9 16 11 10 18 6 13 13 13 11 2 3 11 111

6.4% 7.3% 5.5% 6.3% 3.8% 6.8% 8.1% 4.7% 7.8% 5.6% 6.3% 6.7% 6.1% 8.4% 5.8% 6.0% 5.2% 7.9% 7.1% 7.7% 8.7% 7.4% 6.7% 5.6% 2.9% 4.6% 6.5%d Dg Dg X x X x X

638 316 322 74 109 123 105 107 120 88 165 158 195 32 99 61 57 62 27 59 59 56 51 10 29 68 54831.9% 32.3% 31.5% 29.1% 34.6% 34.7% 30.5% 31.8% 30.3% 30.8% 33.7% 32.1% 31.2% 29.9% 35.9% 33.5% 29.4% 27.3% 31.8% 35.1% 39.3% 32.0% 30.9% 27.8% 27.9% 28.6% 32.3%

Qy q pQxYz617 306 311 68 92 106 112 113 126 75 144 159 208 31 89 51 49 75 25 57 48 45 51 13 34 80 519

30.9% 31.3% 30.4% 26.8% 29.2% 29.9% 32.6% 33.5% 31.8% 26.2% 29.4% 32.3% 33.2% 29.0% 32.2% 28.0% 25.3% 33.0% 29.4% 33.9% 32.0% 25.7% 30.9% 36.1% 32.7% 33.6% 30.6%c i I p p pu pu

287 138 149 64 57 46 33 34 53 71 79 50 70 17 30 22 36 28 12 19 14 39 22 5 14 46 24614.4% 14.1% 14.6% 25.2% 18.1% 13.0% 9.6% 10.1% 13.4% 24.8% 16.2% 10.2% 11.2% 15.9% 10.9% 12.1% 18.6% 12.3% 14.1% 11.3% 9.3% 22.3% 13.3% 13.9% 13.5% 19.3% 14.5%

DEFGH eFGh JKLM KL NoqsT NOQrSTVxZ

NOQSTz nT

Age nets Region

1-Strongly Disagree

2

3

4

NET: Agree

NET: Disagree

Total Gender Age


1-Do not trust at all

2

5-Strongly Agree


NET: Agree

NET: Disagree

Total

3

4

5-Trust completely



174 56 118 14 20 31 41 37 31 16 35 55 59 9 27 17 25 20 8 11 9 11 15 1 12 18 1468.7% 5.7% 11.5% 5.5% 6.3% 8.8% 11.9% 11.0% 7.8% 5.6% 7.2% 11.2% 9.4% 8.4% 9.8% 9.3% 12.9% 8.8% 9.4% 6.5% 6.0% 6.3% 9.1% 2.8% 11.5% 7.6% 8.6%

A CDh CD IJ I STUyz904 444 460 132 149 152 145 147 179 146 223 209 278 48 119 73 85 103 37 76 62 84 73 18 48 126 765

45.2% 45.4% 45.0% 52.0% 47.3% 42.9% 42.2% 43.6% 45.2% 51.0% 45.6% 42.5% 44.4% 44.9% 43.1% 40.1% 43.8% 45.4% 43.5% 45.2% 41.3% 48.0% 44.2% 50.0% 46.2% 52.9% 45.1%EFGh Kl NOpTvZ

284 161 123 34 37 48 53 46 66 36 66 70 94 18 31 31 27 42 13 22 20 24 26 7 15 26 23614.2% 16.5% 12.0% 13.4% 11.7% 13.6% 15.4% 13.6% 16.7% 12.6% 13.5% 14.2% 15.0% 16.8% 11.2% 17.0% 13.9% 18.5% 15.3% 13.1% 13.3% 13.7% 15.8% 19.4% 14.4% 10.9% 13.9%

B d ny NYzMean 3.41 3.36 3.46 3.60 3.49 3.39 3.33 3.35 3.36 3.60 3.44 3.35 3.35 3.39 3.41 3.27 3.46 3.31 3.38 3.41 3.35 3.54 3.36 3.31 3.38 3.60 3.42Standard deviation 1.10 1.13 1.07 1.16 1.11 1.06 1.06 1.08 1.13 1.15 1.09 1.06 1.10 1.15 0.99 1.15 1.18 1.16 1.12 1.00 0.95 1.13 1.13 1.21 1.18 1.08 1.09

A EFGH f jKL Oq nOQsTVZ

TABLE 13Prepared 8th July 2019Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? The online retailer who I shopped with most often over the last 12 months if it was publicised that it had misused customers’ personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




586 270 316 37 46 79 105 139 180 39 86 142 266 53 75 67 47 79 30 48 46 49 57 10 29 49 49029.3% 27.6% 30.9% 14.6% 14.6% 22.3% 30.5% 41.2% 45.5% 13.6% 17.6% 28.9% 42.5% 49.5% 27.2% 36.8% 24.2% 34.8% 35.3% 28.6% 30.7% 28.0% 34.5% 27.8% 27.9% 20.6% 28.9%

CD CDE CDEF CDEF IJ IJK IJK y NPsuYZ nPYz pY y Y y PY Y396 171 225 65 59 61 64 59 88 71 86 92 119 28 63 33 27 34 21 41 36 36 27 8 24 46 337

19.8% 17.5% 22.0% 25.6% 18.7% 17.2% 18.6% 17.5% 22.2% 24.8% 17.6% 18.7% 19.0% 26.2% 22.8% 18.1% 13.9% 15.0% 24.7% 24.4% 24.0% 20.6% 16.4% 22.2% 23.1% 19.3% 19.9%A dEFG e JKl j PQv Pq PQv PQv p pq Pq

479 268 211 68 86 98 84 74 69 78 133 125 128 15 70 41 59 62 12 38 35 37 43 10 16 56 41024.0% 27.4% 20.6% 26.8% 27.3% 27.7% 24.4% 22.0% 17.4% 27.3% 27.2% 25.4% 20.4% 14.0% 25.4% 22.5% 30.4% 27.3% 14.1% 22.6% 23.3% 21.1% 26.1% 27.8% 15.4% 23.5% 24.2%

B H H gH H LM LM lM m RX r oRsUXz RX r r RX Rx RX241 150 91 45 60 58 36 21 21 50 93 56 41 1 31 16 24 25 9 21 16 26 14 5 12 42 210

12.1% 15.4% 8.9% 17.7% 19.0% 16.4% 10.5% 6.2% 5.3% 17.5% 19.0% 11.4% 6.5% 0.9% 11.2% 8.8% 12.4% 11.0% 10.6% 12.5% 10.7% 14.9% 8.5% 13.9% 11.5% 17.6% 12.4%B FGH FGH FGH GH KLM KLM LM M ov NOQrTVZ v

109 64 45 16 38 23 20 6 6 23 47 27 10 2 10 10 12 6 2 8 4 15 9 1 9 23 905.5% 6.6% 4.4% 6.3% 12.1% 6.5% 5.8% 1.8% 1.5% 8.0% 9.6% 5.5% 1.6% 1.9% 3.6% 5.5% 6.2% 2.6% 2.4% 4.8% 2.7% 8.6% 5.5% 2.8% 8.7% 9.7% 5.3%

B GH CEFGH GH GH LM KLM LM q NQT nQT NQsTZ Qt189 54 135 23 26 35 35 38 32 25 44 50 62 8 27 15 25 21 11 12 13 12 15 2 14 22 158

9.4% 5.5% 13.2% 9.1% 8.3% 9.9% 10.2% 11.3% 8.1% 8.7% 9.0% 10.2% 9.9% 7.5% 9.8% 8.2% 12.9% 9.3% 12.9% 7.1% 8.7% 6.9% 9.1% 5.6% 13.5% 9.2% 9.3%A sU u

350 214 136 61 98 81 56 27 27 73 140 83 51 3 41 26 36 31 11 29 20 41 23 6 21 65 30017.5% 21.9% 13.3% 24.0% 31.1% 22.9% 16.3% 8.0% 6.8% 25.5% 28.6% 16.9% 8.1% 2.8% 14.9% 14.3% 18.6% 13.7% 12.9% 17.3% 13.3% 23.4% 13.9% 16.7% 20.2% 27.3% 17.7%

B FGH cEFGH FGH GH KLM KLM LM M NOQRTVz NOPQRSTVZ

982 441 541 102 105 140 169 198 268 110 172 234 385 81 138 100 74 113 51 89 82 85 84 18 53 95 82749.1% 45.1% 52.9% 40.2% 33.3% 39.5% 49.1% 58.8% 67.7% 38.5% 35.2% 47.6% 61.5% 75.7% 50.0% 54.9% 38.1% 49.8% 60.0% 53.0% 54.7% 48.6% 50.9% 50.0% 51.0% 39.9% 48.8%

A d d CDE CDEF CDEFG IJ IJK IJKL PY PY PY PuYZ PY PY Py PY Py PYMean 2.39 2.53 2.24 2.73 2.95 2.64 2.36 1.98 1.86 2.80 2.84 2.40 1.95 1.70 2.35 2.22 2.57 2.25 2.08 2.36 2.24 2.52 2.27 2.38 2.42 2.74 2.40Standard deviation 1.23 1.26 1.18 1.15 1.25 1.23 1.24 1.08 1.02 1.17 1.25 1.23 1.07 0.90 1.15 1.23 1.23 1.17 1.14 1.19 1.12 1.31 1.23 1.14 1.32 1.29 1.23

B FGH CEFGH FGH GH KLM KLM LM M r nOQRTVz r OQRTv r NOQRSTVwxZ

oqR

TABLE 14Prepared 8th July 2019Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? The online retailer who I shopped with most often over the last 12 months if it was publicised that a different online retailer in the UK had misused customers’ personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




239 124 115 15 24 26 38 59 77 17 37 49 113 23 29 28 21 34 11 19 13 17 20 5 16 26 19812.0% 12.7% 11.2% 5.9% 7.6% 7.3% 11.0% 17.5% 19.4% 5.9% 7.6% 10.0% 18.1% 21.5% 10.5% 15.4% 10.8% 15.0% 12.9% 11.3% 8.7% 9.7% 12.1% 13.9% 15.4% 10.9% 11.7%

Ce CDEF CDEF I IJK IJK t t242 125 117 26 34 36 41 39 66 29 54 54 83 22 34 24 23 30 8 13 27 22 18 4 11 28 209

12.1% 12.8% 11.4% 10.2% 10.8% 10.2% 11.9% 11.6% 16.7% 10.1% 11.0% 11.0% 13.3% 20.6% 12.3% 13.2% 11.9% 13.2% 9.4% 7.7% 18.0% 12.6% 10.9% 11.1% 10.6% 11.8% 12.3%CDEfG IJKl s s rSvxyz S

728 359 369 91 122 138 111 131 135 105 182 175 235 31 106 67 68 80 30 73 56 56 66 15 41 70 60636.4% 36.7% 36.1% 35.8% 38.7% 39.0% 32.3% 38.9% 34.1% 36.7% 37.2% 35.6% 37.5% 29.0% 38.4% 36.8% 35.1% 35.2% 35.3% 43.5% 37.3% 32.0% 40.0% 41.7% 39.4% 29.4% 35.8%

f f f m m Y qUYz Y y Y408 213 195 62 66 81 84 53 62 65 115 113 101 14 55 35 35 48 19 35 31 43 27 9 19 52 353

20.4% 21.8% 19.1% 24.4% 21.0% 22.9% 24.4% 15.7% 15.7% 22.7% 23.5% 23.0% 16.1% 13.1% 19.9% 19.2% 18.0% 21.1% 22.4% 20.8% 20.7% 24.6% 16.4% 25.0% 18.3% 21.8% 20.8%GH gh GH GH LM LM LM v

170 86 84 38 42 32 24 16 18 46 54 36 29 5 16 9 20 13 6 11 8 23 19 1 7 37 1438.5% 8.8% 8.2% 15.0% 13.3% 9.0% 7.0% 4.7% 4.5% 16.1% 11.0% 7.3% 4.6% 4.7% 5.8% 4.9% 10.3% 5.7% 7.1% 6.5% 5.3% 13.1% 11.5% 2.8% 6.7% 15.5% 8.4%

EFGH eFGH GH jKLM KLM l nOqt NOQSTxz NOQT NOQRSTXZ

nO

213 70 143 22 27 41 46 39 38 24 47 65 65 12 36 19 27 22 11 17 15 14 15 2 10 25 186

Age Age nets Region


NET: Trust

NET: Do not trust


2

3

4

5-Trust completely


Total Gender

Age nets Region


2

3

4

NET: Trust

NET: Do not trust

Total Gender Age

5-Trust completely

6-Non-Applicable / Don’t



10.7% 7.2% 14.0% 8.7% 8.6% 11.6% 13.4% 11.6% 9.6% 8.4% 9.6% 13.2% 10.4% 11.2% 13.0% 10.4% 13.9% 9.7% 12.9% 10.1% 10.0% 8.0% 9.1% 5.6% 9.6% 10.5% 11.0%A cD Ij u u

578 299 279 100 108 113 108 69 80 111 169 149 130 19 71 44 55 61 25 46 39 66 46 10 26 89 49628.9% 30.6% 27.3% 39.4% 34.3% 31.9% 31.4% 20.5% 20.2% 38.8% 34.6% 30.3% 20.8% 17.8% 25.7% 24.2% 28.4% 26.9% 29.4% 27.4% 26.0% 37.7% 27.9% 27.8% 25.0% 37.4% 29.3%

eFGH GH GH GH KLM LM LM NOpQSTvXZ

NOPQSTVXZ

481 249 232 41 58 62 79 98 143 46 91 103 196 45 63 52 44 64 19 32 40 39 38 9 27 54 40724.1% 25.5% 22.7% 16.1% 18.4% 17.5% 23.0% 29.1% 36.1% 16.1% 18.6% 20.9% 31.3% 42.1% 22.8% 28.6% 22.7% 28.2% 22.4% 19.0% 26.7% 22.3% 23.0% 25.0% 26.0% 22.7% 24.0%

Ce CDEf CDEFG i IJK IJKL S SMean 3.02 3.01 3.02 3.35 3.24 3.18 3.05 2.76 2.66 3.36 3.21 3.08 2.73 2.54 2.98 2.83 3.06 2.88 3.01 3.04 2.96 3.20 3.05 2.91 2.89 3.22 3.02Standard deviation 1.13 1.14 1.12 1.08 1.10 1.04 1.12 1.12 1.14 1.09 1.08 1.09 1.13 1.16 1.06 1.11 1.15 1.13 1.13 1.05 1.02 1.16 1.16 1.04 1.13 1.23 1.13

eFGH FGH GH GH jKLM kLM LM o o NOQtXz o NOQTXZ Oq

TABLE 15Prepared 8th July 2019Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? My mobile phone provider assuming I have never heard of it misusing customers’ personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




220 116 104 13 26 29 31 56 65 16 40 43 103 18 22 21 21 32 10 19 18 18 21 4 12 22 18311.0% 11.9% 10.2% 5.1% 8.3% 8.2% 9.0% 16.6% 16.4% 5.6% 8.2% 8.7% 16.5% 16.8% 8.0% 11.5% 10.8% 14.1% 11.8% 11.3% 12.0% 10.3% 12.7% 11.1% 11.5% 9.2% 10.8%

c CDEF CDEF i IJK IJK N215 108 107 29 17 33 45 37 54 32 38 54 73 18 33 22 15 32 7 17 20 16 16 6 13 18 180

10.8% 11.1% 10.5% 11.4% 5.4% 9.3% 13.1% 11.0% 13.6% 11.2% 7.8% 11.0% 11.7% 16.8% 12.0% 12.1% 7.7% 14.1% 8.2% 10.1% 13.3% 9.1% 9.7% 16.7% 12.5% 7.6% 10.6%D D D D De j J J y PY py

593 283 310 71 96 108 107 102 109 81 140 161 185 26 84 52 60 64 32 42 52 50 54 10 28 65 50129.7% 29.0% 30.3% 28.0% 30.5% 30.5% 31.1% 30.3% 27.5% 28.3% 28.6% 32.7% 29.6% 24.3% 30.4% 28.6% 30.9% 28.2% 37.6% 25.0% 34.7% 28.6% 32.7% 27.8% 26.9% 27.3% 29.6%

m Sy s553 287 266 78 105 106 90 77 97 85 165 129 149 25 87 56 55 56 19 61 31 43 40 10 28 67 475

27.7% 29.4% 26.0% 30.7% 33.3% 29.9% 26.2% 22.8% 24.5% 29.7% 33.7% 26.2% 23.8% 23.4% 31.5% 30.8% 28.4% 24.7% 22.4% 36.3% 20.7% 24.6% 24.2% 27.8% 26.9% 28.2% 28.0%b Gh FGH Gh l KLM qrTv T t QRTUVyZ t T

239 118 121 52 50 41 33 29 34 59 67 50 55 8 21 16 21 21 7 14 14 35 25 5 13 47 19612.0% 12.1% 11.8% 20.5% 15.9% 11.6% 9.6% 8.6% 8.6% 20.6% 13.7% 10.2% 8.8% 7.5% 7.6% 8.8% 10.8% 9.3% 8.2% 8.3% 9.3% 20.0% 15.2% 13.9% 12.5% 19.7% 11.6%

EFGH FGH JKLM kLM NOPQRSTxZ

Noqrs NOPQRSTxZ

N

180 65 115 11 21 37 38 36 37 13 39 55 61 12 29 15 22 22 10 15 15 13 9 1 10 19 1609.0% 6.7% 11.2% 4.3% 6.7% 10.5% 11.0% 10.7% 9.3% 4.5% 8.0% 11.2% 9.7% 11.2% 10.5% 8.2% 11.3% 9.7% 11.8% 8.9% 10.0% 7.4% 5.5% 2.8% 9.6% 8.0% 9.4%

A Cd CD Cd C I Ij I I V V V792 405 387 130 155 147 123 106 131 144 232 179 204 33 108 72 76 77 26 75 45 78 65 15 41 114 671

39.6% 41.5% 37.8% 51.2% 49.2% 41.5% 35.8% 31.5% 33.1% 50.3% 47.4% 36.4% 32.6% 30.8% 39.1% 39.6% 39.2% 33.9% 30.6% 44.6% 30.0% 44.6% 39.4% 41.7% 39.4% 47.9% 39.6%b EFGH EFGH GH KLM KLM t t t QRT QRT t NopQRTv

ZqrT

435 224 211 42 43 62 76 93 119 48 78 97 176 36 55 43 36 64 17 36 38 34 37 10 25 40 36321.8% 22.9% 20.6% 16.5% 13.7% 17.5% 22.1% 27.6% 30.1% 16.8% 16.0% 19.7% 28.1% 33.6% 19.9% 23.6% 18.6% 28.2% 20.0% 21.4% 25.3% 19.4% 22.4% 27.8% 24.0% 16.8% 21.4%

cD CDEf CDEF IJK IJK y NPUYZ Y yMean 3.21 3.20 3.21 3.52 3.46 3.31 3.16 2.95 2.95 3.51 3.40 3.20 2.96 2.86 3.21 3.14 3.23 3.01 3.08 3.22 3.02 3.38 3.21 3.17 3.18 3.45 3.21Standard deviation 1.18 1.19 1.16 1.11 1.11 1.11 1.12 1.23 1.23 1.13 1.11 1.11 1.23 1.24 1.07 1.15 1.15 1.21 1.12 1.15 1.15 1.24 1.22 1.21 1.21 1.20 1.17

EFGH eFGH GH GH KLM KLM LM q q q oQrTz NOpQRsTvxZ

Qt

TABLE 16Prepared 8th July 2019Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? My mobile phone provider if it was publicised that it had misused customers’ personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




627 281 346 47 59 80 104 144 193 51 96 143 284 53 84 62 51 85 29 49 47 52 62 12 31 63 52231.4% 28.8% 33.8% 18.5% 18.7% 22.6% 30.2% 42.7% 48.7% 17.8% 19.6% 29.1% 45.4% 49.5% 30.4% 34.1% 26.3% 37.4% 34.1% 29.2% 31.3% 29.7% 37.6% 33.3% 29.8% 26.5% 30.8%

A CDE CDEF CDEF IJ IJK IJK py nPsYz PYz383 174 209 60 47 55 68 74 79 63 77 90 125 28 61 35 30 36 20 31 38 37 26 6 29 34 322

19.2% 17.8% 20.4% 23.6% 14.9% 15.5% 19.8% 22.0% 19.9% 22.0% 15.7% 18.3% 20.0% 26.2% 22.1% 19.2% 15.5% 15.9% 23.5% 18.5% 25.3% 21.1% 15.8% 16.7% 27.9% 14.3% 19.0%DE d DE d J j Jk pqvY y PQVYz y PQsVYZ y

463 255 208 66 90 99 74 65 69 77 130 122 125 9 58 40 54 54 13 44 37 38 38 14 25 48 38623.2% 26.1% 20.3% 26.0% 28.6% 28.0% 21.5% 19.3% 17.4% 26.9% 26.6% 24.8% 20.0% 8.4% 21.0% 22.0% 27.8% 23.8% 15.3% 26.2% 24.7% 21.7% 23.0% 38.9% 24.0% 20.2% 22.8%

B gH FGH FGH LM LM lM M nRy r R r NoqRUvYZ

r

220 132 88 45 59 50 45 10 11 50 88 61 18 3 34 21 21 23 7 19 8 23 14 2 6 42 19811.0% 13.5% 8.6% 17.7% 18.7% 14.1% 13.1% 3.0% 2.8% 17.5% 18.0% 12.4% 2.9% 2.8% 12.3% 11.5% 10.8% 10.1% 8.2% 11.3% 5.3% 13.1% 8.5% 5.6% 5.8% 17.6% 11.7%

B GH FGH GH GH kLM KLM LM TX Tx t t tx TX noPQRsTVXZ

TX

129 73 56 23 39 35 15 10 7 30 59 23 16 1 11 8 16 9 5 10 7 14 11 1 5 32 1126.5% 7.5% 5.5% 9.1% 12.4% 9.9% 4.4% 3.0% 1.8% 10.5% 12.1% 4.7% 2.6% 0.9% 4.0% 4.4% 8.2% 4.0% 5.9% 6.0% 4.7% 8.0% 6.7% 2.8% 4.8% 13.4% 6.6%



2

Know

NET: Trust

NET: Do not trust

Total

Age Age nets Region

3

4

5-Trust completely


NET: Trust

NET: Do not trust


2

3

4

5-Trust completely

Total Gender



b FGH FGH FGH H KLM KLM lM nq nq NOpQRSTuVXZ

Nq

178 62 116 13 21 35 38 34 37 15 39 53 58 13 28 16 22 20 11 15 13 11 14 1 8 19 1558.9% 6.3% 11.3% 5.1% 6.7% 9.9% 11.0% 10.1% 9.3% 5.2% 8.0% 10.8% 9.3% 12.1% 10.1% 8.8% 11.3% 8.8% 12.9% 8.9% 8.7% 6.3% 8.5% 2.8% 7.7% 8.0% 9.1%

A C CD C C I I I u349 205 144 68 98 85 60 20 18 80 147 84 34 4 45 29 37 32 12 29 15 37 25 3 11 74 310

17.5% 21.0% 14.1% 26.8% 31.1% 24.0% 17.4% 5.9% 4.5% 28.0% 30.1% 17.1% 5.4% 3.7% 16.3% 15.9% 19.1% 14.1% 14.1% 17.3% 10.0% 21.1% 15.2% 8.3% 10.6% 31.1% 18.3%B FGH EFGH FGH GH KLM KLM LM t TWX t qTWX NOPQRS

TUVWXZqTWX

1010 455 555 107 106 135 172 218 272 114 173 233 409 81 145 97 81 121 49 80 85 89 88 18 60 97 84450.5% 46.6% 54.3% 42.1% 33.7% 38.1% 50.0% 64.7% 68.7% 39.9% 35.4% 47.4% 65.3% 75.7% 52.5% 53.3% 41.8% 53.3% 57.6% 47.6% 56.7% 50.9% 53.3% 50.0% 57.7% 40.8% 49.8%

A D cDE CDEF CDEF IJ IJK IJKL PY PY PY PY PY pY PY PY PYMean 2.36 2.50 2.23 2.74 2.90 2.70 2.34 1.90 1.77 2.80 2.86 2.39 1.87 1.63 2.30 2.27 2.54 2.20 2.18 2.41 2.20 2.45 2.25 2.26 2.22 2.75 2.39Standard deviation 1.26 1.28 1.23 1.24 1.30 1.30 1.22 1.05 0.99 1.25 1.31 1.22 1.04 0.86 1.20 1.22 1.28 1.21 1.23 1.23 1.13 1.29 1.28 1.08 1.12 1.42 1.27

B FGH eFGH FGH GH KLM KLM LM M nOQRTVX qt NOQRSTUVWXZ

Qt

TABLE 17Prepared 8th July 2019Q5. To what extent do you trust the following organisations in the following scenarios to use and look after your personal data securely and appropriately? My mobile phone provider if it was publicised that a different mobile phone provider in the UK had misused customers’ personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




254 142 112 18 24 27 44 58 83 20 37 56 117 24 35 25 19 40 8 21 19 18 23 3 17 26 21112.7% 14.5% 10.9% 7.1% 7.6% 7.6% 12.8% 17.2% 21.0% 7.0% 7.6% 11.4% 18.7% 22.4% 12.7% 13.7% 9.8% 17.6% 9.4% 12.5% 12.7% 10.3% 13.9% 8.3% 16.3% 10.9% 12.4%

B CDE CDE CDEF IJ IJK IJK PRUYz283 135 148 33 36 37 40 55 82 37 59 50 108 29 40 30 27 34 16 19 22 16 26 6 14 33 237

14.2% 13.8% 14.5% 13.0% 11.4% 10.5% 11.6% 16.3% 20.7% 12.9% 12.1% 10.2% 17.3% 27.1% 14.5% 16.5% 13.9% 15.0% 18.8% 11.3% 14.7% 9.1% 15.8% 16.7% 13.5% 13.9% 14.0%dEf CDEF iJK IJKL u U u U u U

711 350 361 99 118 140 118 115 121 113 180 182 210 26 93 66 67 70 30 68 53 65 71 15 39 74 58635.6% 35.8% 35.3% 39.0% 37.5% 39.5% 34.3% 34.1% 30.6% 39.5% 36.8% 37.0% 33.5% 24.3% 33.7% 36.3% 34.5% 30.8% 35.3% 40.5% 35.3% 37.1% 43.0% 41.7% 37.5% 31.1% 34.6%

H h H lM M M M Qy npQYZ376 193 183 53 71 76 73 48 55 57 112 104 91 12 52 35 33 43 16 32 34 40 19 10 18 44 329

18.8% 19.8% 17.9% 20.9% 22.5% 21.5% 21.2% 14.2% 13.9% 19.9% 22.9% 21.1% 14.5% 11.2% 18.8% 19.2% 17.0% 18.9% 18.8% 19.0% 22.7% 22.9% 11.5% 27.8% 17.3% 18.5% 19.4%GH GH GH GH LM LM LM V V V v V V V V V

175 86 89 32 46 34 28 18 17 38 60 42 32 3 21 12 21 12 3 13 8 24 15 8 38 1528.8% 8.8% 8.7% 12.6% 14.6% 9.6% 8.1% 5.3% 4.3% 13.3% 12.3% 8.5% 5.1% 2.8% 7.6% 6.6% 10.8% 5.3% 3.5% 7.7% 5.3% 13.7% 9.1% 0.0% 7.7% 16.0% 9.0%

fGH EFGH GH H KLM kLM LM QRt NOQRsTz r NOQRSTVXZ

QRt

201 71 130 19 20 40 41 43 38 21 41 58 68 13 35 14 27 28 12 15 14 12 11 2 8 23 18010.1% 7.3% 12.7% 7.5% 6.3% 11.3% 11.9% 12.8% 9.6% 7.3% 8.4% 11.8% 10.9% 12.1% 12.7% 7.7% 13.9% 12.3% 14.1% 8.9% 9.3% 6.9% 6.7% 5.6% 7.7% 9.7% 10.6%

A D cD CD Ij i oUV OUVx uv uv uv551 279 272 85 117 110 101 66 72 95 172 146 123 15 73 47 54 55 19 45 42 64 34 10 26 82 481

27.6% 28.6% 26.6% 33.5% 37.1% 31.1% 29.4% 19.6% 18.2% 33.2% 35.2% 29.7% 19.6% 14.0% 26.4% 25.8% 27.8% 24.2% 22.4% 26.8% 28.0% 36.6% 20.6% 27.8% 25.0% 34.5% 28.4%GH eFGH GH GH LM kLM LM NOpQRst

VXZNoQRsVxz V

537 277 260 51 60 64 84 113 165 57 96 106 225 53 75 55 46 74 24 40 41 34 49 9 31 59 44826.9% 28.4% 25.4% 20.1% 19.0% 18.1% 24.4% 33.5% 41.7% 19.9% 19.6% 21.5% 35.9% 49.5% 27.2% 30.2% 23.7% 32.6% 28.2% 23.8% 27.3% 19.4% 29.7% 25.0% 29.8% 24.8% 26.4%

dE CDEF CDEFG IJK IJKL u U PsUyz u U u UMean 2.96 2.94 2.99 3.20 3.27 3.17 3.00 2.70 2.56 3.21 3.22 3.06 2.66 2.37 2.93 2.88 3.06 2.76 2.86 2.98 2.93 3.22 2.85 2.94 2.85 3.16 2.98Standard deviation 1.15 1.17 1.13 1.08 1.11 1.05 1.15 1.14 1.14 1.09 1.09 1.12 1.15 1.09 1.14 1.12 1.15 1.17 1.01 1.11 1.10 1.15 1.12 0.91 1.16 1.23 1.15

FGH FGH fGH GH h kLM KLM LM M Qv q NOQRsTVXZ

NOQRtVXZ

Q

TABLE 18Prepared 8th July 2019Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I would like more clarity from companies about how they intend to use my personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




20 15 5 4 3 5 2 4 2 4 7 3 6 3 1 2 3 1 3 3 1 3 191.0% 1.5% 0.5% 1.6% 1.0% 1.4% 0.6% 1.2% 0.5% 1.4% 1.4% 0.6% 1.0% 0.0% 1.1% 0.5% 1.0% 1.3% 1.2% 1.8% 0.0% 1.7% 0.6% 0.0% 0.0% 1.3% 1.1%

B69 40 29 13 7 16 16 11 6 14 15 23 17 5 10 4 10 4 6 8 3 7 1 5 6 56

3.5% 4.1% 2.8% 5.1% 2.2% 4.5% 4.7% 3.3% 1.5% 4.9% 3.1% 4.7% 2.7% 0.0% 1.8% 5.5% 2.1% 4.4% 4.7% 3.6% 5.3% 1.7% 4.2% 2.8% 4.8% 2.5% 3.3%dH dH dH l Npu nu

363 188 175 63 78 68 64 50 40 72 106 95 81 9 47 36 43 38 17 37 28 30 22 8 16 41 31718.2% 19.2% 17.1% 24.8% 24.8% 19.2% 18.6% 14.8% 10.1% 25.2% 21.7% 19.3% 12.9% 8.4% 17.0% 19.8% 22.2% 16.7% 20.0% 22.0% 18.7% 17.1% 13.3% 22.2% 15.4% 17.2% 18.7%

fGH efGH H H h kLM LM LM V V v624 305 319 84 94 121 121 96 108 92 162 166 176 28 91 49 53 71 26 58 45 56 59 9 33 74 523

31.2% 31.2% 31.2% 33.1% 29.8% 34.2% 35.2% 28.5% 27.3% 32.2% 33.1% 33.7% 28.1% 26.2% 33.0% 26.9% 27.3% 31.3% 30.6% 34.5% 30.0% 32.0% 35.8% 25.0% 31.7% 31.1% 30.9%H gH l L op


Age nets Region


2

3

4

NET: Trust

NET: Do not trust

Total Gender Age


1-Strongly Disagree

2

5-Trust completely


NET: Trust

NET: Do not trust

Total

3

4



857 405 452 85 121 129 129 164 229 99 178 187 326 67 120 83 84 91 37 59 61 79 71 18 47 107 72142.9% 41.5% 44.2% 33.5% 38.4% 36.4% 37.5% 48.7% 57.8% 34.6% 36.4% 38.0% 52.1% 62.6% 43.5% 45.6% 43.3% 40.1% 43.5% 35.1% 40.7% 45.1% 43.0% 50.0% 45.2% 45.0% 42.5%

CDEF CDEFG IJK IJKL s S s s S s67 24 43 5 12 15 12 12 11 5 21 18 20 3 10 3 8 14 5 8 4 5 3 7 59

3.4% 2.5% 4.2% 2.0% 3.8% 4.2% 3.5% 3.6% 2.8% 1.7% 4.3% 3.7% 3.2% 2.8% 3.6% 1.6% 4.1% 6.2% 0.0% 3.0% 5.3% 2.3% 3.0% 0.0% 2.9% 2.9% 3.5%A I i OUy o o

1481 710 771 169 215 250 250 260 337 191 340 353 502 95 211 132 137 162 63 117 106 135 130 27 80 181 124474.1% 72.7% 75.4% 66.5% 68.3% 70.6% 72.7% 77.2% 85.1% 66.8% 69.5% 71.7% 80.2% 88.8% 76.4% 72.5% 70.6% 71.4% 74.1% 69.6% 70.7% 77.1% 78.8% 75.0% 76.9% 76.1% 73.4%

CDE CDEFG IJK IJKL pqst89 55 34 17 10 21 18 15 8 18 22 26 23 8 11 6 13 5 9 8 6 8 1 5 9 75

4.5% 5.6% 3.3% 6.7% 3.2% 5.9% 5.2% 4.5% 2.0% 6.3% 4.5% 5.3% 3.7% 0.0% 2.9% 6.0% 3.1% 5.7% 5.9% 5.4% 5.3% 3.4% 4.8% 2.8% 4.8% 3.8% 4.4%B dH dH H h


A c CDEF CDEFG i IJK IJKL S s s s S s

TABLE 19Prepared 8th July 2019Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? When I tick the ‘accept the terms and conditions’ box on a website for usage of my personal data I don’t usually read the detail of what I am tickingAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




140 66 74 12 12 20 25 29 42 13 19 37 64 7 20 19 16 17 4 9 8 13 12 2 10 10 1167.0% 6.8% 7.2% 4.7% 3.8% 5.6% 7.3% 8.6% 10.6% 4.5% 3.9% 7.5% 10.2% 6.5% 7.2% 10.4% 8.2% 7.5% 4.7% 5.4% 5.3% 7.4% 7.3% 5.6% 9.6% 4.2% 6.8%

d cD CDE iJ IJ rstY y y y183 91 92 18 21 17 34 40 53 18 28 44 71 22 23 19 12 19 10 26 20 14 14 4 5 17 160

9.2% 9.3% 9.0% 7.1% 6.7% 4.8% 9.9% 11.9% 13.4% 6.3% 5.7% 8.9% 11.3% 20.6% 8.3% 10.4% 6.2% 8.4% 11.8% 15.5% 13.3% 8.0% 8.5% 11.1% 4.8% 7.1% 9.4%E CDE CDE j IJ IJKL x x NPQUVXY

ZPXy pX

537 247 290 59 83 110 92 94 99 67 147 130 165 28 71 52 54 60 21 50 38 53 42 10 23 63 46226.9% 25.3% 28.3% 23.2% 26.3% 31.1% 26.7% 27.9% 25.0% 23.4% 30.1% 26.4% 26.4% 26.2% 25.7% 28.6% 27.8% 26.4% 24.7% 29.8% 25.3% 30.3% 25.5% 27.8% 22.1% 26.5% 27.3%

Ch I581 303 278 68 93 87 115 98 120 77 130 156 186 32 81 47 49 62 24 53 42 49 48 10 37 79 486

29.1% 31.0% 27.2% 26.8% 29.5% 24.6% 33.4% 29.1% 30.3% 26.9% 26.6% 31.7% 29.7% 29.9% 29.3% 25.8% 25.3% 27.3% 28.2% 31.5% 28.0% 28.0% 29.1% 27.8% 35.6% 33.2% 28.7%b cE e j op op

490 249 241 91 93 103 68 66 69 104 141 110 121 14 72 42 52 51 26 25 35 44 46 10 27 60 40724.5% 25.5% 23.6% 35.8% 29.5% 29.1% 19.8% 19.6% 17.4% 36.4% 28.8% 22.4% 19.3% 13.1% 26.1% 23.1% 26.8% 22.5% 30.6% 14.9% 23.3% 25.1% 27.9% 27.8% 26.0% 25.2% 24.0%

eFGH FGH FGH JKLM KLM M m S S S s S s S S S S S69 21 48 6 13 17 10 10 13 7 24 15 19 4 9 3 11 18 5 7 2 3 2 9 64

3.5% 2.1% 4.7% 2.4% 4.1% 4.8% 2.9% 3.0% 3.3% 2.4% 4.9% 3.0% 3.0% 3.7% 3.3% 1.6% 5.7% 7.9% 0.0% 3.0% 4.7% 1.1% 1.8% 0.0% 1.9% 3.8% 3.8%A c i OUV NOSUVyZ u u OUv

1071 552 519 159 186 190 183 164 189 181 271 266 307 46 153 89 101 113 50 78 77 93 94 20 64 139 89353.6% 56.5% 50.7% 62.6% 59.0% 53.7% 53.2% 48.7% 47.7% 63.3% 55.4% 54.1% 49.0% 43.0% 55.4% 48.9% 52.1% 49.8% 58.8% 46.4% 51.3% 53.1% 57.0% 55.6% 61.5% 58.4% 52.7%

B EFGH GH JKLM LM lM s s s OQSz oqSz323 157 166 30 33 37 59 69 95 31 47 81 135 29 43 38 28 36 14 35 28 27 26 6 15 27 276

16.2% 16.1% 16.2% 11.8% 10.5% 10.5% 17.2% 20.5% 24.0% 10.8% 9.6% 16.5% 21.6% 27.1% 15.6% 20.9% 14.4% 15.9% 16.5% 20.8% 18.7% 15.4% 15.8% 16.7% 14.4% 11.3% 16.3%cDE CDE CDEF IJ IJK IJK Y Y y Y


FGH FGH FGH H KLM KLM LM S s oS S s OSZ S

TABLE 20Prepared 8th July 2019Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I don’t know why I need to tick the ‘accept the terms and conditions’ box on a website regarding usage of my personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




370 166 204 35 32 57 70 84 92 37 64 93 154 22 51 39 34 44 13 25 30 34 25 4 18 53 32318.5% 17.0% 19.9% 13.8% 10.2% 16.1% 20.3% 24.9% 23.2% 12.9% 13.1% 18.9% 24.6% 20.6% 18.5% 21.4% 17.5% 19.4% 15.3% 14.9% 20.0% 19.4% 15.2% 11.1% 17.3% 22.3% 19.1%

a D CD CDE CDE IJ IJK ij w svw345 165 180 41 34 52 71 69 78 45 57 96 130 17 49 41 25 44 19 34 27 26 28 7 13 32 297

17.3% 16.9% 17.6% 16.1% 10.8% 14.7% 20.6% 20.5% 19.7% 15.7% 11.7% 19.5% 20.8% 15.9% 17.8% 22.5% 12.9% 19.4% 22.4% 20.2% 18.0% 14.9% 17.0% 19.4% 12.5% 13.4% 17.5%d DE DE De J iJ PuXY pxy pxy pxy py

520 250 270 71 107 96 87 79 80 81 153 127 131 28 67 42 63 56 21 47 35 47 42 11 33 56 43426.0% 25.6% 26.4% 28.0% 34.0% 27.1% 25.3% 23.4% 20.2% 28.3% 31.3% 25.8% 20.9% 26.2% 24.3% 23.1% 32.5% 24.7% 24.7% 28.0% 23.3% 26.9% 25.5% 30.6% 31.7% 23.5% 25.6%

H eFGH H h L kL l nOqtYz378 223 155 47 75 80 64 48 64 50 116 100 94 18 55 34 30 38 9 33 26 34 36 6 20 57 316

18.9% 22.8% 15.2% 18.5% 23.8% 22.6% 18.6% 14.2% 16.2% 17.5% 23.7% 20.3% 15.0% 16.8% 19.9% 18.7% 15.5% 16.7% 10.6% 19.6% 17.3% 19.4% 21.8% 16.7% 19.2% 23.9% 18.6%B GH GH ILm L R r R R R r PqRz R

306 148 158 47 54 51 40 46 68 59 75 58 97 17 41 21 33 27 18 24 25 27 31 7 16 36 25215.3% 15.1% 15.4% 18.5% 17.1% 14.4% 11.6% 13.6% 17.2% 20.6% 15.3% 11.8% 15.5% 15.9% 14.9% 11.5% 17.0% 11.9% 21.2% 14.3% 16.7% 15.4% 18.8% 19.4% 15.4% 15.1% 14.9%

F F F jKl k oq oq

Age Age nets Region

5-Strongly Agree


NET: Agree

NET: Disagree

1-Strongly Disagree

2

3

4

5-Strongly Agree


Total Gender

Age nets Region

1-Strongly Disagree

2

3

4

NET: Agree

NET: Disagree

Total Gender Age

5-Strongly Agree



81 25 56 13 13 18 12 11 14 14 24 18 20 5 13 5 9 18 5 5 7 7 3 1 4 4 734.1% 2.6% 5.5% 5.1% 4.1% 5.1% 3.5% 3.3% 3.5% 4.9% 4.9% 3.7% 3.2% 4.7% 4.7% 2.7% 4.6% 7.9% 5.9% 3.0% 4.7% 4.0% 1.8% 2.8% 3.8% 1.7% 4.3%

A vY y OSuVYz VY684 371 313 94 129 131 104 94 132 109 191 158 191 35 96 55 63 65 27 57 51 61 67 13 36 93 568

34.2% 38.0% 30.6% 37.0% 41.0% 37.0% 30.2% 27.9% 33.3% 38.1% 39.1% 32.1% 30.5% 32.7% 34.8% 30.2% 32.5% 28.6% 31.8% 33.9% 34.0% 34.9% 40.6% 36.1% 34.6% 39.1% 33.5%B fG FGH fG kL KL OQz oQz

715 331 384 76 66 109 141 153 170 82 121 189 284 39 100 80 59 88 32 59 57 60 53 11 31 85 62035.8% 33.9% 37.5% 29.9% 21.0% 30.8% 41.0% 45.4% 42.9% 28.7% 24.7% 38.4% 45.4% 36.4% 36.2% 44.0% 30.4% 38.8% 37.6% 35.1% 38.0% 34.3% 32.1% 30.6% 29.8% 35.7% 36.6%

a D D CDE CDE CDE IJ IJKm J nPsuVXyz p pMean 2.95 3.02 2.88 3.12 3.28 3.05 2.80 2.70 2.84 3.18 3.17 2.86 2.75 2.91 2.95 2.76 3.02 2.81 3.00 2.98 2.92 2.96 3.12 3.14 3.03 2.96 2.92Standard deviation 1.34 1.31 1.35 1.31 1.19 1.29 1.30 1.37 1.42 1.31 1.24 1.29 1.40 1.37 1.34 1.31 1.32 1.31 1.38 1.27 1.38 1.34 1.33 1.27 1.30 1.38 1.34

B FGH EFGH FGH KLm KLm o OQz o

TABLE 21Prepared 8th July 2019Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I am concerned about the lack of clarity surrounding usage of my personal dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




35 22 13 5 4 8 7 6 5 6 8 10 10 1 4 4 4 4 1 2 2 7 3 4 321.8% 2.3% 1.3% 2.0% 1.3% 2.3% 2.0% 1.8% 1.3% 2.1% 1.6% 2.0% 1.6% 0.9% 1.4% 2.2% 2.1% 1.8% 1.2% 1.2% 1.3% 4.0% 1.8% 0.0% 0.0% 1.7% 1.9%

b106 58 48 19 29 16 17 13 12 20 36 25 23 2 13 12 8 11 4 10 5 6 9 1 7 20 89

5.3% 5.9% 4.7% 7.5% 9.2% 4.5% 4.9% 3.9% 3.0% 7.0% 7.4% 5.1% 3.7% 1.9% 4.7% 6.6% 4.1% 4.8% 4.7% 6.0% 3.3% 3.4% 5.5% 2.8% 6.7% 8.4% 5.3%gH EFGH LM LM m npTUz

495 263 232 84 88 94 84 75 70 93 134 123 127 18 70 39 48 58 21 53 40 40 42 10 26 48 41724.8% 26.9% 22.7% 33.1% 27.9% 26.6% 24.4% 22.3% 17.7% 32.5% 27.4% 25.0% 20.3% 16.8% 25.4% 21.4% 24.7% 25.6% 24.7% 31.5% 26.7% 22.9% 25.5% 27.8% 25.0% 20.2% 24.6%

B eFGH gH H H KLM LM lM OuYz680 335 345 80 96 120 135 104 145 89 159 183 210 39 90 60 59 77 25 64 62 64 57 8 36 78 579

34.0% 34.3% 33.7% 31.5% 30.5% 33.9% 39.2% 30.9% 36.6% 31.1% 32.5% 37.2% 33.5% 36.4% 32.6% 33.0% 30.4% 33.9% 29.4% 38.1% 41.3% 36.6% 34.5% 22.2% 34.6% 32.8% 34.2%CDG dg i W nPrWyz w w

608 277 331 57 86 100 86 127 152 68 132 129 235 44 85 63 69 62 33 32 31 54 49 17 33 80 50930.4% 28.4% 32.4% 22.4% 27.3% 28.2% 25.0% 37.7% 38.4% 23.8% 27.0% 26.2% 37.5% 41.1% 30.8% 34.6% 35.6% 27.3% 38.8% 19.0% 20.7% 30.9% 29.7% 47.2% 31.7% 33.6% 30.0%

a CDEF CDEF IJK IJK ST ST qST s qST ST St nQSTuvZ ST ST ST76 22 54 9 12 16 15 12 12 10 20 22 21 3 14 4 6 15 1 7 10 4 5 2 8 69

3.8% 2.3% 5.3% 3.5% 3.8% 4.5% 4.4% 3.6% 3.0% 3.5% 4.1% 4.5% 3.4% 2.8% 5.1% 2.2% 3.1% 6.6% 1.2% 4.2% 6.7% 2.3% 3.0% 0.0% 1.9% 3.4% 4.1%A o OpUv ou

1288 612 676 137 182 220 221 231 297 157 291 312 445 83 175 123 128 139 58 96 93 118 106 25 69 158 108864.4% 62.6% 66.1% 53.9% 57.8% 62.1% 64.2% 68.5% 75.0% 54.9% 59.5% 63.4% 71.1% 77.6% 63.4% 67.6% 66.0% 61.2% 68.2% 57.1% 62.0% 67.4% 64.2% 69.4% 66.3% 66.4% 64.2%

C Cd CDe CDEFg I IJK IJK S s s S s s141 80 61 24 33 24 24 19 17 26 44 35 33 3 17 16 12 15 5 12 7 13 12 1 7 24 121

7.0% 8.2% 6.0% 9.4% 10.5% 6.8% 7.0% 5.6% 4.3% 9.1% 9.0% 7.1% 5.3% 2.8% 6.2% 8.8% 6.2% 6.6% 5.9% 7.1% 4.7% 7.4% 7.3% 2.8% 6.7% 10.1% 7.1%b gH eGH LM LM M T


A C C CDEF CDEF i IJK IJK S S S S s qSt s S S

TABLE 22Prepared 8th July 2019Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? I am worried that my personal details such as name, address and date of birth could be used to commit fraud if they are stolen in a data breachAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




48 29 19 10 8 7 6 10 7 10 12 9 15 2 4 7 7 5 2 6 3 6 1 1 6 462.4% 3.0% 1.9% 3.9% 2.5% 2.0% 1.7% 3.0% 1.8% 3.5% 2.5% 1.8% 2.4% 1.9% 1.4% 3.8% 3.6% 2.2% 2.4% 3.6% 2.0% 3.4% 0.6% 0.0% 1.0% 2.5% 2.7%

85 50 35 18 18 12 17 9 11 20 24 21 18 2 7 7 4 6 4 8 7 10 9 1 8 14 674.3% 5.1% 3.4% 7.1% 5.7% 3.4% 4.9% 2.7% 2.8% 7.0% 4.9% 4.3% 2.9% 1.9% 2.5% 3.8% 2.1% 2.6% 4.7% 4.8% 4.7% 5.7% 5.5% 2.8% 7.7% 5.9% 4.0%

b EGH gh L l p p nPq p379 206 173 69 69 84 53 61 43 79 102 94 95 9 51 41 39 40 9 44 26 31 32 8 15 43 324

19.0% 21.1% 16.9% 27.2% 21.9% 23.7% 15.4% 18.1% 10.9% 27.6% 20.9% 19.1% 15.2% 8.4% 18.5% 22.5% 20.1% 17.6% 10.6% 26.2% 17.3% 17.7% 19.4% 22.2% 14.4% 18.1% 19.1%B FGH FH FgH h H JKLM LM lM M r Rx R r nQRtuXyZ r r R

587 304 283 67 99 105 117 78 121 72 160 156 161 38 83 47 50 71 23 54 50 56 53 8 29 63 49729.4% 31.1% 27.7% 26.4% 31.4% 29.7% 34.0% 23.1% 30.6% 25.2% 32.7% 31.7% 25.7% 35.5% 30.1% 25.8% 25.8% 31.3% 27.1% 32.1% 33.3% 32.0% 32.1% 22.2% 27.9% 26.5% 29.3%

b G g CG G IL IL iL834 369 465 82 110 128 138 169 207 96 169 193 323 53 120 76 88 91 46 51 56 69 65 19 49 104 701

41.7% 37.8% 45.5% 32.3% 34.9% 36.2% 40.1% 50.1% 52.3% 33.6% 34.6% 39.2% 51.6% 49.5% 43.5% 41.8% 45.4% 40.1% 54.1% 30.4% 37.3% 39.4% 39.4% 52.8% 47.1% 43.7% 41.4%A C CDEF CDEF IJK IJk S S S S noQSTUV

yZs s St S S S

67 19 48 8 11 18 13 10 7 9 22 19 14 3 11 4 6 14 1 5 8 3 5 2 8 603.4% 1.9% 4.7% 3.1% 3.5% 5.1% 3.8% 3.0% 1.8% 3.1% 4.5% 3.9% 2.2% 2.8% 4.0% 2.2% 3.1% 6.2% 1.2% 3.0% 5.3% 1.7% 3.0% 0.0% 1.9% 3.4% 3.5%

A H L OU u u


1-Strongly Disagree

2


NET: Agree

NET: Disagree

Total

Age Age nets Region

3

4

5-Strongly Agree


NET: Agree

NET: Disagree

1-Strongly Disagree

2

3

4

5-Strongly Agree


Total Gender



1421 673 748 149 209 233 255 247 328 168 329 349 484 91 203 123 138 162 69 105 106 125 118 27 78 167 119871.1% 68.9% 73.1% 58.7% 66.3% 65.8% 74.1% 73.3% 82.8% 58.7% 67.3% 70.9% 77.3% 85.0% 73.6% 67.6% 71.1% 71.4% 81.2% 62.5% 70.7% 71.4% 71.5% 75.0% 75.0% 70.2% 70.7%

A c c CDE CdE CDEFG I I IJK IJKL S s s OpqStuvYZ

s s S S

133 79 54 28 26 19 23 19 18 30 36 30 33 4 11 14 11 11 6 14 10 16 10 1 9 20 1136.7% 8.1% 5.3% 11.0% 8.3% 5.4% 6.7% 5.6% 4.5% 10.5% 7.4% 6.1% 5.3% 3.7% 4.0% 7.7% 5.7% 4.8% 7.1% 8.3% 6.7% 9.1% 6.1% 2.8% 8.7% 8.4% 6.7%

B EfGH H KLM m n Nq N NMean 4.07 3.97 4.17 3.78 3.94 4.00 4.10 4.18 4.31 3.81 3.96 4.06 4.24 4.33 4.16 4.00 4.11 4.11 4.27 3.83 4.05 4.00 4.08 4.25 4.15 4.07 4.06Standard deviation 1.01 1.04 0.97 1.11 1.03 0.98 0.97 1.03 0.91 1.10 1.01 0.98 0.98 0.86 0.93 1.08 1.04 0.96 0.99 1.04 0.98 1.06 0.94 0.89 1.00 1.06 1.02

A c C CD CDE CDEFg i I IJK IJK S S S OStUz s S S S S S

TABLE 23Prepared 8th July 2019Q6. To what extent do you agree or disagree with the following statements about how your personal data is used by companies? If my data is totally anonymised then I am confident that my privacy is being protectedAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




117 60 57 10 13 23 23 24 24 10 26 33 43 5 19 13 15 13 6 5 6 7 8 4 7 14 985.9% 6.1% 5.6% 3.9% 4.1% 6.5% 6.7% 7.1% 6.1% 3.5% 5.3% 6.7% 6.9% 4.7% 6.9% 7.1% 7.7% 5.7% 7.1% 3.0% 4.0% 4.0% 4.8% 11.1% 6.7% 5.9% 5.8%

cd I I s s S S244 119 125 39 34 40 42 41 48 44 48 63 78 11 30 29 26 23 13 27 19 13 22 3 14 25 205

12.2% 12.2% 12.2% 15.4% 10.8% 11.3% 12.2% 12.2% 12.1% 15.4% 9.8% 12.8% 12.5% 10.3% 10.9% 15.9% 13.4% 10.1% 15.3% 16.1% 12.7% 7.4% 13.3% 8.3% 13.5% 10.5% 12.1%J qU u u qU u U

681 338 343 84 107 115 116 131 128 96 161 165 222 37 94 53 68 82 35 57 52 57 58 17 33 75 57334.1% 34.6% 33.5% 33.1% 34.0% 32.5% 33.7% 38.9% 32.3% 33.6% 32.9% 33.5% 35.5% 34.6% 34.1% 29.1% 35.1% 36.1% 41.2% 33.9% 34.7% 32.6% 35.2% 47.2% 31.7% 31.5% 33.8%

eh o Oy550 267 283 64 86 97 101 85 117 70 140 138 173 29 79 48 42 65 14 50 45 54 48 7 30 68 465

27.5% 27.3% 27.7% 25.2% 27.3% 27.4% 29.4% 25.2% 29.5% 24.5% 28.6% 28.0% 27.6% 27.1% 28.6% 26.4% 21.6% 28.6% 16.5% 29.8% 30.0% 30.9% 29.1% 19.4% 28.8% 28.6% 27.4%pR r pR pR pR PR R R pR pR

310 159 151 49 63 53 43 39 63 58 87 63 82 20 41 32 33 23 15 21 19 37 23 4 13 49 27015.5% 16.3% 14.8% 19.3% 20.0% 15.0% 12.5% 11.6% 15.9% 20.3% 17.8% 12.8% 13.1% 18.7% 14.9% 17.6% 17.0% 10.1% 17.6% 12.5% 12.7% 21.1% 13.9% 11.1% 12.5% 20.6% 15.9%

FG eFG g KL KL Q Q nQSTvwx nQSTvxz Q98 34 64 8 12 26 19 17 16 8 27 30 28 5 13 7 10 21 2 8 9 7 6 1 7 7 84

4.9% 3.5% 6.3% 3.1% 3.8% 7.3% 5.5% 5.0% 4.0% 2.8% 5.5% 6.1% 4.5% 4.7% 4.7% 3.8% 5.2% 9.3% 2.4% 4.8% 6.0% 4.0% 3.6% 2.8% 6.7% 2.9% 5.0%A CDh i I NOsUVYZ y

860 426 434 113 149 150 144 124 180 128 227 201 255 49 120 80 75 88 29 71 64 91 71 11 43 117 73543.0% 43.6% 42.4% 44.5% 47.3% 42.4% 41.9% 36.8% 45.5% 44.8% 46.4% 40.9% 40.7% 45.8% 43.5% 44.0% 38.7% 38.8% 34.1% 42.3% 42.7% 52.0% 43.0% 30.6% 41.3% 49.2% 43.4%

g G G kl nPQRstvWxZ

PQRWz rw

361 179 182 49 47 63 65 65 72 54 74 96 121 16 49 42 41 36 19 32 25 20 30 7 21 39 30318.1% 18.3% 17.8% 19.3% 14.9% 17.8% 18.9% 19.3% 18.2% 18.9% 15.1% 19.5% 19.3% 15.0% 17.8% 23.1% 21.1% 15.9% 22.4% 19.0% 16.7% 11.4% 18.2% 19.4% 20.2% 16.4% 17.9%

j j u qUy U U U u u UMean 3.36 3.37 3.36 3.42 3.50 3.36 3.30 3.23 3.39 3.44 3.46 3.29 3.29 3.47 3.35 3.33 3.28 3.30 3.23 3.34 3.37 3.60 3.35 3.11 3.29 3.49 3.37Standard deviation 1.09 1.10 1.08 1.10 1.07 1.10 1.08 1.06 1.10 1.09 1.08 1.09 1.08 1.07 1.10 1.17 1.15 1.02 1.13 1.01 1.01 1.04 1.05 1.09 1.09 1.12 1.09

G eFG g kl KL NOPQRSTVWXZ

pqrw

TABLE 24Prepared 8th July 2019Q7. Has your level of concern of how your personal data is used by companies changed since the introduction of the GDPR in May 2018?All respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




504 255 249 75 113 86 64 72 94 89 155 94 139 27 60 48 62 44 17 43 35 42 45 8 32 68 41925.2% 26.1% 24.3% 29.5% 35.9% 24.3% 18.6% 21.4% 23.7% 31.1% 31.7% 19.1% 22.2% 25.2% 21.7% 26.4% 32.0% 19.4% 20.0% 25.6% 23.3% 24.0% 27.3% 22.2% 30.8% 28.6% 24.7%

FG EFGH f f KL KL q NQRtuZ q nQr nQ q452 229 223 52 63 94 64 68 111 54 121 98 147 32 69 32 43 48 29 37 35 44 37 10 22 46 383

22.6% 23.4% 21.8% 20.5% 20.0% 26.6% 18.6% 20.2% 28.0% 18.9% 24.7% 19.9% 23.5% 29.9% 25.0% 17.6% 22.2% 21.1% 34.1% 22.0% 23.3% 25.1% 22.4% 27.8% 21.2% 19.3% 22.6%cDFG CDFG ik IK o OPQStvX

YZo o

280 143 137 45 49 50 48 45 43 50 72 70 81 7 40 29 20 38 6 30 14 23 20 6 16 38 23814.0% 14.6% 13.4% 17.7% 15.6% 14.1% 14.0% 13.4% 10.9% 17.5% 14.7% 14.2% 12.9% 6.5% 14.5% 15.9% 10.3% 16.7% 7.1% 17.9% 9.3% 13.1% 12.1% 16.7% 15.4% 16.0% 14.0%

H h lM M M M R Rt pRT PRT r pRT Rt62 31 31 11 13 9 13 10 6 14 17 15 15 1 7 5 6 7 3 2 2 3 11 2 1 13 48

3.1% 3.2% 3.0% 4.3% 4.1% 2.5% 3.8% 3.0% 1.5% 4.9% 3.5% 3.0% 2.4% 0.9% 2.5% 2.7% 3.1% 3.1% 3.5% 1.2% 1.3% 1.7% 6.7% 5.6% 1.0% 5.5% 2.8%H H h l noSUz nSUz s

558 256 302 41 60 86 128 124 119 47 96 172 212 31 85 53 53 68 23 44 50 48 49 7 26 52 47627.9% 26.2% 29.5% 16.1% 19.0% 24.3% 37.2% 36.8% 30.1% 16.4% 19.6% 35.0% 33.9% 29.0% 30.8% 29.1% 27.3% 30.0% 27.1% 26.2% 33.3% 27.4% 29.7% 19.4% 25.0% 21.8% 28.1%

a Cd CDEH CDEh CDe IJ IJ IJ Y y Y wY y Y144 63 81 30 17 29 27 18 23 32 28 43 32 9 15 15 10 22 7 12 14 15 3 3 7 21 131

7.2% 6.4% 7.9% 11.8% 5.4% 8.2% 7.8% 5.3% 5.8% 11.2% 5.7% 8.7% 5.1% 8.4% 5.4% 8.2% 5.2% 9.7% 8.2% 7.1% 9.3% 8.6% 1.8% 8.3% 6.7% 8.8% 7.7%DGH JL jL V V v npV V V V V v V V

Age nets Region

1-Strongly Disagree

2

3

4

NET: Agree

NET: Disagree

Total Gender Age


I am more concerned now than I was a year ago about how my personal data is I am more concerned now than I was a year ago because the number of data breaches in the news seem

5-Strongly Agree


NET: Agree

NET: Disagree

Total

I am less concerned now than I was a year ago about how my personal data is I am less concerned that I was a year ago about how my personal data is used by My level of concern about how my personal data is used by companies has I don’t know



956 484 472 127 176 180 128 140 205 143 276 192 286 59 129 80 105 92 46 80 70 86 82 18 54 114 80247.8% 49.5% 46.1% 50.0% 55.9% 50.8% 37.2% 41.5% 51.8% 50.0% 56.4% 39.0% 45.7% 55.1% 46.7% 44.0% 54.1% 40.5% 54.1% 47.6% 46.7% 49.1% 49.7% 50.0% 51.9% 47.9% 47.3%

FG FG FG FG K iKL K Kl OQz Q q q q q342 174 168 56 62 59 61 55 49 64 89 85 96 8 47 34 26 45 9 32 16 26 31 8 17 51 286

17.1% 17.8% 16.4% 22.0% 19.7% 16.7% 17.7% 16.3% 12.4% 22.4% 18.2% 17.3% 15.3% 7.5% 17.0% 18.7% 13.4% 19.8% 10.6% 19.0% 10.7% 14.9% 18.8% 22.2% 16.3% 21.4% 16.9%egH H h H kLM M M M t rT pRT rT rT PRTu rT

TABLE 25Prepared 8th July 2019Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? If most online retailers were using my actual identifiable data for analytics, then I would trust a particular online retailer more if I knew that it was using only anonymized versions of my data for analyticsAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




87 47 40 7 9 15 17 14 25 10 16 22 30 9 14 8 8 9 6 9 6 6 7 4 5 5 714.4% 4.8% 3.9% 2.8% 2.9% 4.2% 4.9% 4.2% 6.3% 3.5% 3.3% 4.5% 4.8% 8.4% 5.1% 4.4% 4.1% 4.0% 7.1% 5.4% 4.0% 3.4% 4.2% 11.1% 4.8% 2.1% 4.2%

CD y y Y129 74 55 20 19 15 26 29 20 21 26 33 44 5 21 12 19 12 9 6 12 8 10 5 15 114

6.5% 7.6% 5.4% 7.9% 6.0% 4.2% 7.6% 8.6% 5.1% 7.3% 5.3% 6.7% 7.0% 4.7% 7.6% 6.6% 9.8% 5.3% 10.6% 3.6% 8.0% 4.6% 6.1% 0.0% 4.8% 6.3% 6.7%B e e Eh s qSUx s s S

658 329 329 77 116 117 121 107 120 89 167 175 200 27 103 57 59 74 24 61 53 52 52 15 34 74 55732.9% 33.7% 32.2% 30.3% 36.8% 33.1% 35.2% 31.8% 30.3% 31.1% 34.2% 35.6% 31.9% 25.2% 37.3% 31.3% 30.4% 32.6% 28.2% 36.3% 35.3% 29.7% 31.5% 41.7% 32.7% 31.1% 32.9%

h m M u600 317 283 79 87 114 112 100 108 86 147 159 181 27 80 47 52 73 26 53 46 61 53 8 27 74 512

30.0% 32.4% 27.7% 31.1% 27.6% 32.2% 32.6% 29.7% 27.3% 30.1% 30.1% 32.3% 28.9% 25.2% 29.0% 25.8% 26.8% 32.2% 30.6% 31.5% 30.7% 34.9% 32.1% 22.2% 26.0% 31.1% 30.2%B op

343 159 184 50 55 58 33 57 90 58 85 53 120 27 35 39 31 32 11 30 23 32 33 5 19 53 28617.2% 16.3% 18.0% 19.7% 17.5% 16.4% 9.6% 16.9% 22.7% 20.3% 17.4% 10.8% 19.2% 25.2% 12.7% 21.4% 16.0% 14.1% 12.9% 17.9% 15.3% 18.3% 20.0% 13.9% 18.3% 22.3% 16.9%

F F F F dEFG K K K jK Nqr N NpQRtz n183 51 132 21 29 35 35 30 33 22 48 50 51 12 23 19 25 27 9 9 10 16 10 4 14 17 155

9.2% 5.2% 12.9% 8.3% 9.2% 9.9% 10.2% 8.9% 8.3% 7.7% 9.8% 10.2% 8.1% 11.2% 8.3% 10.4% 12.9% 11.9% 10.6% 5.4% 6.7% 9.1% 6.1% 11.1% 13.5% 7.1% 9.1%A s STVY StVy Stvy S

943 476 467 129 142 172 145 157 198 144 232 212 301 54 115 86 83 105 37 83 69 93 86 13 46 127 79847.2% 48.7% 45.7% 50.8% 45.1% 48.6% 42.2% 46.6% 50.0% 50.3% 47.4% 43.1% 48.1% 50.5% 41.7% 47.3% 42.8% 46.3% 43.5% 49.4% 46.0% 53.1% 52.1% 36.1% 44.2% 53.4% 47.1%

F f F k k NPw Npw NPWz n216 121 95 27 28 30 43 43 45 31 42 55 74 14 35 20 27 21 15 15 18 14 17 4 10 20 185

10.8% 12.4% 9.3% 10.6% 8.9% 8.5% 12.5% 12.8% 11.4% 10.8% 8.6% 11.2% 11.8% 13.1% 12.7% 11.0% 13.9% 9.3% 17.6% 8.9% 12.0% 8.0% 10.3% 11.1% 9.6% 8.4% 10.9%B e e j uy qsUY


F F F F K K K n NpR Nr NPqRTwZ N

TABLE 26Prepared 8th July 2019Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? If most mobile phone providers were using my actual identifiable data for analytics, then I would trust a particular mobile phone provider more if I knew that it was using only anonymized versions of my data for analyticsAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




105 58 47 11 11 16 20 20 27 12 19 27 38 9 22 10 9 13 6 8 7 9 5 2 6 8 925.3% 5.9% 4.6% 4.3% 3.5% 4.5% 5.8% 5.9% 6.8% 4.2% 3.9% 5.5% 6.1% 8.4% 8.0% 5.5% 4.6% 5.7% 7.1% 4.8% 4.7% 5.1% 3.0% 5.6% 5.8% 3.4% 5.4%

D j VY v132 77 55 16 20 17 25 27 27 19 26 33 49 5 15 12 14 15 8 11 15 7 12 3 7 13 110

6.6% 7.9% 5.4% 6.3% 6.3% 4.8% 7.3% 8.0% 6.8% 6.6% 5.3% 6.7% 7.8% 4.7% 5.4% 6.6% 7.2% 6.6% 9.4% 6.5% 10.0% 4.0% 7.3% 8.3% 6.7% 5.5% 6.5%B e j U

663 339 324 77 118 114 124 106 124 88 174 171 195 35 100 62 56 65 24 60 52 59 57 14 37 77 55533.2% 34.7% 31.7% 30.3% 37.5% 32.2% 36.0% 31.5% 31.3% 30.8% 35.6% 34.8% 31.2% 32.7% 36.2% 34.1% 28.9% 28.6% 28.2% 35.7% 34.7% 33.7% 34.5% 38.9% 35.6% 32.4% 32.7%

ch pq551 289 262 75 83 105 98 91 99 81 138 142 172 18 77 47 49 72 19 50 41 53 48 9 21 65 473

27.6% 29.6% 25.6% 29.5% 26.3% 29.7% 28.5% 27.0% 25.0% 28.3% 28.2% 28.9% 27.5% 16.8% 27.9% 25.8% 25.3% 31.7% 22.4% 29.8% 27.3% 30.3% 29.1% 25.0% 20.2% 27.3% 27.9%B M M M M rX x x x x

338 148 190 54 51 68 39 52 74 64 81 67 103 23 34 34 36 30 18 25 19 34 27 6 18 57 28716.9% 15.1% 18.6% 21.3% 16.2% 19.2% 11.3% 15.4% 18.7% 22.4% 16.6% 13.6% 16.5% 21.5% 12.3% 18.7% 18.6% 13.2% 21.2% 14.9% 12.7% 19.4% 16.4% 16.7% 17.3% 23.9% 16.9%

A Fg f F F jKL k n n n Nqt NQSTvZ N211 66 145 21 32 34 38 41 45 22 51 52 69 17 28 17 30 32 10 14 16 13 16 2 15 18 178

10.6% 6.8% 14.2% 8.3% 10.2% 9.6% 11.0% 12.2% 11.4% 7.7% 10.4% 10.6% 11.0% 15.9% 10.1% 9.3% 15.5% 14.1% 11.8% 8.3% 10.7% 7.4% 9.7% 5.6% 14.4% 7.6% 10.5%A i I noSUvYz sUY uy

889 437 452 129 134 173 137 143 173 145 219 209 275 41 111 81 85 102 37 75 60 87 75 15 39 122 76044.5% 44.7% 44.2% 50.8% 42.5% 48.9% 39.8% 42.4% 43.7% 50.7% 44.8% 42.5% 43.9% 38.3% 40.2% 44.5% 43.8% 44.9% 43.5% 44.6% 40.0% 49.7% 45.5% 41.7% 37.5% 51.3% 44.8%

DFGh Fg KlM NtX NTXz237 135 102 27 31 33 45 47 54 31 45 60 87 14 37 22 23 28 14 19 22 16 17 5 13 21 202

11.9% 13.8% 10.0% 10.6% 9.8% 9.3% 13.1% 13.9% 13.6% 10.8% 9.2% 12.2% 13.9% 13.1% 13.4% 12.1% 11.9% 12.3% 16.5% 11.3% 14.7% 9.1% 10.3% 13.9% 12.5% 8.8% 11.9%B e e J y y y


Age Age nets Region

NET: More concerned

NET: Less concerned

1-Strongly Disagree

2

3

4

5-Strongly Agree


Total Gender

Age nets Region

1-Strongly Disagree

2

3

4

NET: Agree

NET: Disagree

Total Gender Age

5-Strongly Agree


NET: Agree

NET: Disagree



A FG f Fg KL n Nt n NQsTxZ N

TABLE 27Prepared 8th July 2019Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? I think it is important for companies who hold my personal data to be clear and transparent about how they intend to use my dataAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




17 12 5 5 4 2 3 1 2 6 5 3 3 1 2 1 2 5 1 1 4 150.9% 1.2% 0.5% 2.0% 1.3% 0.6% 0.9% 0.3% 0.5% 2.1% 1.0% 0.6% 0.5% 0.0% 0.4% 1.1% 0.5% 0.0% 2.4% 0.0% 0.0% 2.9% 0.6% 0.0% 1.0% 1.7% 0.9%

b46 22 24 13 11 9 3 7 3 13 16 7 9 1 5 5 4 2 4 4 6 2 3 4 7 37

2.3% 2.3% 2.3% 5.1% 3.5% 2.5% 0.9% 2.1% 0.8% 4.5% 3.3% 1.4% 1.4% 0.9% 1.8% 2.7% 2.1% 0.9% 4.7% 2.4% 4.0% 0.0% 1.2% 8.3% 3.8% 2.9% 2.2%FgH FH fh KL kL q

321 190 131 65 78 66 43 45 24 76 109 67 64 5 46 31 37 35 10 32 19 25 29 4 9 44 27916.1% 19.4% 12.8% 25.6% 24.8% 18.6% 12.5% 13.4% 6.1% 26.6% 22.3% 13.6% 10.2% 4.7% 16.7% 17.0% 19.1% 15.4% 11.8% 19.0% 12.7% 14.3% 17.6% 11.1% 8.7% 18.5% 16.5%

B EFGH eFGH FgH H H KLM KLM lM M X X X x X X X X419 216 203 70 85 76 91 44 53 79 124 119 86 11 66 34 40 41 13 42 34 38 30 6 26 49 357

21.0% 22.1% 19.8% 27.6% 27.0% 21.5% 26.5% 13.1% 13.4% 27.6% 25.4% 24.2% 13.7% 10.3% 23.9% 18.7% 20.6% 18.1% 15.3% 25.0% 22.7% 21.7% 18.2% 16.7% 25.0% 20.6% 21.1%eGH eGH GH GH LM LM LM r qr r

1120 507 613 90 127 178 192 229 304 100 211 276 447 86 152 108 100 133 53 87 82 101 98 21 60 125 94156.0% 51.9% 59.9% 35.4% 40.3% 50.3% 55.8% 68.0% 76.8% 35.0% 43.1% 56.1% 71.4% 80.4% 55.1% 59.3% 51.5% 58.6% 62.4% 51.8% 54.7% 57.7% 59.4% 58.3% 57.7% 52.5% 55.5%

A CD CD CDEF CDEFG I IJ IJK IJKL p77 30 47 11 10 23 12 11 10 12 24 20 17 4 6 2 12 16 3 3 9 6 5 2 4 9 66

3.9% 3.1% 4.6% 4.3% 3.2% 6.5% 3.5% 3.3% 2.5% 4.2% 4.9% 4.1% 2.7% 3.7% 2.2% 1.1% 6.2% 7.0% 3.5% 1.8% 6.0% 3.4% 3.0% 5.6% 3.8% 3.8% 3.9%a DfGH l NOS NOSuvz nOs o nOs

1539 723 816 160 212 254 283 273 357 179 335 395 533 97 218 142 140 174 66 129 116 139 128 27 86 174 129877.0% 74.0% 79.8% 63.0% 67.3% 71.8% 82.3% 81.0% 90.2% 62.6% 68.5% 80.3% 85.1% 90.7% 79.0% 78.0% 72.2% 76.7% 77.6% 76.8% 77.3% 79.4% 77.6% 75.0% 82.7% 73.1% 76.6%

A C CDE CDE CDEFG i IJ IJK IJKl p PY63 34 29 18 15 11 6 8 5 19 21 10 12 1 6 7 5 2 6 4 6 5 3 3 5 11 52

3.2% 3.5% 2.8% 7.1% 4.8% 3.1% 1.7% 2.4% 1.3% 6.6% 4.3% 2.0% 1.9% 0.9% 2.2% 3.8% 2.6% 0.9% 7.1% 2.4% 4.0% 2.9% 1.8% 8.3% 4.8% 4.6% 3.1%EFGH FH h KL KL q Q Q


A CD CDE CDEf CDEFG I IJ IJK IJKL psYz

TABLE 28Prepared 8th July 2019Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? If a company will make money out of selling my data I want to know about itAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




25 15 10 8 4 2 3 4 4 9 5 3 7 1 2 1 3 4 3 2 4 1 1 4 231.3% 1.5% 1.0% 3.1% 1.3% 0.6% 0.9% 1.2% 1.0% 3.1% 1.0% 0.6% 1.1% 0.9% 0.7% 0.5% 1.5% 1.8% 3.5% 0.0% 1.3% 2.3% 0.0% 2.8% 1.0% 1.7% 1.4%

56 33 23 16 15 10 9 4 2 17 21 12 6 8 7 6 4 2 5 7 4 1 4 8 512.8% 3.4% 2.2% 6.3% 4.8% 2.8% 2.6% 1.2% 0.5% 5.9% 4.3% 2.4% 1.0% 0.0% 2.9% 3.8% 3.1% 1.8% 2.4% 3.0% 4.7% 2.3% 0.6% 0.0% 3.8% 3.4% 3.0%

EFGH GH H H KL L l282 157 125 66 62 57 46 32 19 73 93 65 47 4 46 24 32 31 7 27 17 22 23 5 13 35 241

14.1% 16.1% 12.2% 26.0% 19.7% 16.1% 13.4% 9.5% 4.8% 25.5% 19.0% 13.2% 7.5% 3.7% 16.7% 13.2% 16.5% 13.7% 8.2% 16.1% 11.3% 12.6% 13.9% 13.9% 12.5% 14.7% 14.2%B dEFGH FGH GH H H JKLM KLM LM m R R r r r

369 210 159 47 75 84 68 47 48 52 124 98 88 7 44 23 38 39 19 41 27 30 31 6 17 54 31518.5% 21.5% 15.5% 18.5% 23.8% 23.7% 19.8% 13.9% 12.1% 18.2% 25.4% 19.9% 14.1% 6.5% 15.9% 12.6% 19.6% 17.2% 22.4% 24.4% 18.0% 17.1% 18.8% 16.7% 16.3% 22.7% 18.6%

B H GH GH GH M IKLM LM M o o NOquz nO O1193 536 657 103 146 184 207 243 310 119 226 295 465 88 166 123 108 133 53 91 88 110 103 23 66 129 1001

59.7% 54.9% 64.2% 40.6% 46.3% 52.0% 60.2% 72.1% 78.3% 41.6% 46.2% 60.0% 74.3% 82.2% 60.1% 67.6% 55.7% 58.6% 62.4% 54.2% 58.7% 62.9% 62.4% 63.9% 63.5% 54.2% 59.1%A C CDE CDEF CDEFg IJ IJK IJKl PqStYZ y y

75 26 49 14 13 17 11 7 13 16 20 19 13 7 10 4 7 16 1 4 9 5 7 1 3 8 643.8% 2.7% 4.8% 5.5% 4.1% 4.8% 3.2% 2.1% 3.3% 5.6% 4.1% 3.9% 2.1% 6.5% 3.6% 2.2% 3.6% 7.0% 1.2% 2.4% 6.0% 2.9% 4.2% 2.8% 2.9% 3.4% 3.8%

A G G L l l nOSUyz o1562 746 816 150 221 268 275 290 358 171 350 393 553 95 210 146 146 172 72 132 115 140 134 29 83 183 1316

78.1% 76.4% 79.8% 59.1% 70.2% 75.7% 79.9% 86.1% 90.4% 59.8% 71.6% 79.9% 88.3% 88.8% 76.1% 80.2% 75.3% 75.8% 84.7% 78.6% 76.7% 80.0% 81.2% 80.6% 79.8% 76.9% 77.6%a C C CD CDEF CDEFg I IJ IJK IJK npqz

81 48 33 24 19 12 12 8 6 26 26 15 13 1 10 8 9 8 5 5 9 8 1 1 5 12 744.1% 4.9% 3.2% 9.4% 6.0% 3.4% 3.5% 2.4% 1.5% 9.1% 5.3% 3.0% 2.1% 0.9% 3.6% 4.4% 4.6% 3.5% 5.9% 3.0% 6.0% 4.6% 0.6% 2.8% 4.8% 5.0% 4.4%

b EFGH GH h jKL kL V V V V V V V VMean 4.38 4.28 4.47 3.92 4.14 4.30 4.40 4.58 4.72 3.94 4.16 4.42 4.63 4.81 4.37 4.46 4.29 4.39 4.39 4.33 4.36 4.40 4.49 4.43 4.42 4.29 4.36Standard deviation 0.93 0.96 0.88 1.12 0.99 0.89 0.89 0.81 0.68 1.12 0.96 0.86 0.76 0.59 0.92 0.91 0.97 0.93 0.99 0.86 0.97 0.96 0.76 0.93 0.93 0.96 0.94

A C CD CD CDEF CDEFG I IJ IJK IJKL py PsYZ

TABLE 29


1-Strongly Disagree

2

Total

Age Age nets Region

3

4

5-Strongly Agree


NET: Agree

NET: Disagree

1-Strongly Disagree

2

3

4

5-Strongly Agree


Total Gender

NET: Agree

NET: Disagree



Prepared 8th July 2019Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? I am more likely to be loyal to a company if I trust them to use my personal data appropriatelyAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




58 42 16 10 10 10 8 8 12 11 14 13 16 4 9 6 5 4 6 2 2 6 2 1 4 11 512.9% 4.3% 1.6% 3.9% 3.2% 2.8% 2.3% 2.4% 3.0% 3.8% 2.9% 2.6% 2.6% 3.7% 3.3% 3.3% 2.6% 1.8% 7.1% 1.2% 1.3% 3.4% 1.2% 2.8% 3.8% 4.6% 3.0%

B q79 44 35 14 14 14 13 14 10 15 23 17 23 1 11 8 6 4 4 10 9 7 4 4 12 71

4.0% 4.5% 3.4% 5.5% 4.4% 4.0% 3.8% 4.2% 2.5% 5.2% 4.7% 3.5% 3.7% 0.9% 4.0% 4.4% 3.1% 1.8% 4.7% 6.0% 6.0% 4.0% 2.4% 0.0% 3.8% 5.0% 4.2%h Q Q Q Q

470 253 217 72 88 86 85 69 70 86 123 122 126 13 74 34 49 57 18 46 39 31 42 9 20 51 39923.5% 25.9% 21.2% 28.3% 27.9% 24.3% 24.7% 20.5% 17.7% 30.1% 25.2% 24.8% 20.1% 12.1% 26.8% 18.7% 25.3% 25.1% 21.2% 27.4% 26.0% 17.7% 25.5% 25.0% 19.2% 21.4% 23.5%

B GH GH H H LM LM lM M OU u u oU u u u645 316 329 71 96 109 127 108 134 73 155 175 204 38 86 62 57 72 24 57 41 69 52 10 35 80 548

32.3% 32.3% 32.2% 28.0% 30.5% 30.8% 36.9% 32.0% 33.8% 25.5% 31.7% 35.6% 32.6% 35.5% 31.2% 34.1% 29.4% 31.7% 28.2% 33.9% 27.3% 39.4% 31.5% 27.8% 33.7% 33.6% 32.3%Cde i I I i nPrTz

658 293 365 75 94 112 95 126 156 88 145 143 237 45 84 67 66 74 31 49 47 58 59 13 36 74 55032.9% 30.0% 35.7% 29.5% 29.8% 31.6% 27.6% 37.4% 39.4% 30.8% 29.7% 29.1% 37.9% 42.1% 30.4% 36.8% 34.0% 32.6% 36.5% 29.2% 31.3% 33.1% 35.8% 36.1% 34.6% 31.1% 32.4%

A CDF CDEF IJK IJK90 29 61 12 13 23 16 12 14 13 29 22 20 6 12 5 11 16 2 4 12 4 6 3 5 10 76

4.5% 3.0% 6.0% 4.7% 4.1% 6.5% 4.7% 3.6% 3.5% 4.5% 5.9% 4.5% 3.2% 5.6% 4.3% 2.7% 5.7% 7.0% 2.4% 2.4% 8.0% 2.3% 3.6% 8.3% 4.8% 4.2% 4.5%A gh L u OSU OSUv u

1303 609 694 146 190 221 222 234 290 161 300 318 441 83 170 129 123 146 55 106 88 127 111 23 71 154 109865.1% 62.3% 67.8% 57.5% 60.3% 62.4% 64.5% 69.4% 73.2% 56.3% 61.3% 64.6% 70.4% 77.6% 61.6% 70.9% 63.4% 64.3% 64.7% 63.1% 58.7% 72.6% 67.3% 63.9% 68.3% 64.7% 64.8%

A c CDe CDEF I IJK IJK NTz NpqsTyZ137 86 51 24 24 24 21 22 22 26 37 30 39 5 20 14 11 8 10 12 11 13 6 1 8 23 122

6.9% 8.8% 5.0% 9.4% 7.6% 6.8% 6.1% 6.5% 5.6% 9.1% 7.6% 6.1% 6.2% 4.7% 7.2% 7.7% 5.7% 3.5% 11.8% 7.1% 7.3% 7.4% 3.6% 2.8% 7.7% 9.7% 7.2%B h m qv qv QV q QV QV


A CDf CDEF IJK IJK n

TABLE 30Prepared 8th July 2019Q8. To what extent do you agree or disagree with the following statements about your trust in companies who hold your personal data? I would spend more money with a company if I trust them to use my personal data appropriatelyAll respondents


2001)


Generation X (1965-

1979)

Baby Boomers

(1946-1964)

Silent Generation

(Before 1946)

South East

South West

West Midlands

North West

North East


East England




104 56 48 9 10 19 22 18 26 10 21 29 37 7 14 15 10 9 7 8 7 13 9 2 4 6 895.2% 5.7% 4.7% 3.5% 3.2% 5.4% 6.4% 5.3% 6.6% 3.5% 4.3% 5.9% 5.9% 6.5% 5.1% 8.2% 5.2% 4.0% 8.2% 4.8% 4.7% 7.4% 5.5% 5.6% 3.8% 2.5% 5.3%

d cD i qY Y Y140 71 69 20 24 25 27 18 26 20 39 37 37 7 20 15 11 12 9 14 15 10 8 7 19 125

7.0% 7.3% 6.7% 7.9% 7.6% 7.1% 7.8% 5.3% 6.6% 7.0% 8.0% 7.5% 5.9% 6.5% 7.2% 8.2% 5.7% 5.3% 10.6% 8.3% 10.0% 5.7% 4.8% 0.0% 6.7% 8.0% 7.4%qv

654 328 326 74 108 113 122 118 119 86 152 179 210 27 96 51 63 81 25 59 51 54 60 10 29 75 55532.7% 33.6% 31.9% 29.1% 34.3% 31.9% 35.5% 35.0% 30.1% 30.1% 31.1% 36.4% 33.5% 25.2% 34.8% 28.0% 32.5% 35.7% 29.4% 35.1% 34.0% 30.9% 36.4% 27.8% 27.9% 31.5% 32.7%

c ijM m o o560 290 270 69 91 104 87 95 114 80 140 131 179 30 84 45 49 63 18 51 34 54 41 13 35 73 471

28.0% 29.7% 26.4% 27.2% 28.9% 29.4% 25.3% 28.2% 28.8% 28.0% 28.6% 26.6% 28.6% 28.0% 30.4% 24.7% 25.3% 27.8% 21.2% 30.4% 22.7% 30.9% 24.8% 36.1% 33.7% 30.7% 27.8%rt rt rt rt

408 192 216 68 68 63 60 66 83 75 104 80 122 27 46 42 43 36 20 34 32 36 37 8 21 53 34220.4% 19.7% 21.1% 26.8% 21.6% 17.8% 17.4% 19.6% 21.0% 26.2% 21.3% 16.3% 19.5% 25.2% 16.7% 23.1% 22.2% 15.9% 23.5% 20.2% 21.3% 20.6% 22.4% 22.2% 20.2% 22.3% 20.2%

EFGh KL K K nq q q134 40 94 14 14 30 26 22 28 15 33 36 41 9 16 14 18 26 6 2 11 8 10 3 8 12 113

6.7% 4.1% 9.2% 5.5% 4.4% 8.5% 7.6% 6.5% 7.1% 5.2% 6.7% 7.3% 6.5% 8.4% 5.8% 7.7% 9.3% 11.5% 7.1% 1.2% 7.3% 4.6% 6.1% 8.3% 7.7% 5.0% 6.7%A D d S S Suy NSUvYZ S S s S S S S

968 482 486 137 159 167 147 161 197 155 244 211 301 57 130 87 92 99 38 85 66 90 78 21 56 126 81348.4% 49.3% 47.5% 53.9% 50.5% 47.2% 42.7% 47.8% 49.7% 54.2% 49.9% 42.9% 48.1% 53.3% 47.1% 47.8% 47.4% 43.6% 44.7% 50.6% 44.0% 51.4% 47.3% 58.3% 53.8% 52.9% 48.0%

eF F f Kl K k k q q Qt244 127 117 29 34 44 49 36 52 30 60 66 74 14 34 30 21 21 16 22 22 23 17 2 11 25 214

12.2% 13.0% 11.4% 11.4% 10.8% 12.4% 14.2% 10.7% 13.1% 10.5% 12.3% 13.4% 11.8% 13.1% 12.3% 16.5% 10.8% 9.3% 18.8% 13.1% 14.7% 13.1% 10.3% 5.6% 10.6% 10.5% 12.6%Qvy pQvy


EF F KL K k n

Age nets Region

1-Strongly Disagree

2

3

4

Total Gender Age

Region

1-Strongly Disagree

2

5-Strongly Agree


NET: Agree

NET: Disagree

Total

3

4

5-Strongly Agree


NET: Agree

NET: Disagree

Gender Age Age nets


Customer State of Mind Survey 2019 - Truata · Trūata Customer State of Mind Survey 2019 Table of Contents Consumer Concern of Usage of Personal Data Research Fieldwork dates: 4th-7th

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