UK: attitudes to actions taken with personal data by age 2015

This statistic displays the findings of a survey on the attitudes towards actions taken with online personal data collected by websites and organizations in the United Kingdom (UK) as of February 2015, by age group. During a survey period, it was found that ten percent of respondents aged between 18 and 34 years considered it acceptable for their online personal data to be stored indefinitely.

Which of the following do you think it is acceptable for a company to do with online personal data?*

Characteristic	18-34	34-54	55+
Use personal data to tailor search results to people's interests	30%	24%	21%
Use personal data to tailor online adverts to people's interests	27%	26%	19%
Share anonymized data with other companies	21%	14%	10%
Combine personal data from different services run by the same company to construct a profile of that user	18%	11%	7%
Store personal data indefinitely	10%	5%	2%
None of the above	40%	51%	59%

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Release date

March 2015

More information

Region

United Kingdom

Survey time period

February 18, 2015 to February 23, 2015

Number of respondents

290 (18-34), 350 (35-54), 360 (55+)

Age group

18 years and older

Special properties

UK adults.

Method of interview

Online interview

Supplementary notes

Source adds the following information:
"Data were weighted for each country to be representative of that country by age, gender and region. ComRes is a member of the British Polling Council and abides by its rules."
* Original survey question was phrased as following:
"Q5 Which of the following, if any, do you think it is acceptable for a company to do with online personal data (e.g. websites visited, products looked at or emails sent)?"

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