Even with the introduction of strict GDPR regulations, companies are not doing enough to communicate about their use of data. A study conducted by Publicis Sapient examined consumer sentiment around data privacy.

The survey revealed that 61% of participants across five countries (UK, France, Germany, U.S., Australia) know little to nothing about what companies do with their data, how much they hold it for, and who they share it with.

Findings of the research indicate that there would be competitive advantage to those who provide education earlier in the average person’s journey to becoming more digitally aware, confirming that businesses should educate their customers on what data they collect and how it is used.

Although nearly half of Brits worry that the data collection from companies can be harmful, the majority in the UK says technology has a positive impact on people’s lives (64%), greater than 58% across all countries surveyed. In fact, Brits see more value in their data than any other country, with 42% of respondents saying their data is worth more than the services they currently receive.

“There is a clear connection between a person’s familiarity with data and their willingness to share valuable information. Our research indicated that privacy-sensitivity is emerging as a new form of personalisation, reflecting how a business approaches a high-privacy sensitivity customer versus a low-sensitivity customer,” says Max Kirby, customer data platform practice lead at Publicis Sapient.

The survey also revealed that half of UK participants are more willing to share their data if they knew companies would not sell or share it, but rather delete it.