Along with the convenience that comes with digitalization, personal data protection has become a fundamental concern not only for internet users but for companies and governments too. Over the last few years, user awareness regarding data privacy and personal data collection in the United Kingdom (UK) has significantly increased. Among the primary motivations for this development are online tracking by advertisers, data breaches, and the increase of online scams. Furthermore, about a third of adults in the United Kingdom said that they felt more cautious knowing that a particular website is tracking their online activity, and for some, it was a reason to feel more nervous.
The majority of surveyed UK consumers are convinced that companies are responsible for protecting their online data, although 14 percent of respondents think users have responsibilities in this case too. In fact, before using a service provided by a specific company, many users research the company’s capability and reputation of handling the personal data of individuals. The most common way to research this was by reading customer reviews and carefully reviewing company policies.
Despite a third of UK consumers being slightly concerned about stores tracking their personal information, almost five in ten consumers were comfortable installing checkout-free store apps, which usually require much sensitive information, such as financial data.
Overall, the level of privacy consciousness of the general public in the UK seems to be on the right track. But the wide usage of generative AI in the last couple of years has created a new reality for users, companies, and governments. The latter also struggle with the lack of laws that would regulate the usage of generative AI specifically in terms of personal data privacy violations.
Consumer trust
Around six in ten consumers in the United Kingdom interested in checkout-free shopping would not mind sharing personal and demographic information with online companies. Meanwhile, the type of data that they were strictly unwilling to share are financial, health, and location information. Most users preferred brands or services that never collected and used their personal information over those that did track them.The majority of surveyed UK consumers are convinced that companies are responsible for protecting their online data, although 14 percent of respondents think users have responsibilities in this case too. In fact, before using a service provided by a specific company, many users research the company’s capability and reputation of handling the personal data of individuals. The most common way to research this was by reading customer reviews and carefully reviewing company policies.
Despite a third of UK consumers being slightly concerned about stores tracking their personal information, almost five in ten consumers were comfortable installing checkout-free store apps, which usually require much sensitive information, such as financial data.
Online harassment
The possibility of staying anonymous has led to certain behaviors from users that would not possibly happen if they had a recognizable online identity. Besides, the lack of necessary safety filters on online platforms has created an environment with potential for online abuse. More than half of victims of online abuse said they experienced cyberbullying, while 33 percent were victims of cyber stalking. Furthermore, women were more likely to encounter online harassment than men.What do UK online users do for safer online experiences?
In order to remain safe in an online setting, UK internet users can implement specific tools or techniques, such as using a virtual private network (VPN), private browsing, or dismissing cookies on websites. However, there seems to be a discrepancy when it comes to users’ preferences regarding data privacy and the effort they put into remaining safe online. A February 2023 study showed that rejecting cookies was the most frequently used privacy measure for users in the United Kingdom, performed daily by over 18 percent of the respondents. The usage of VPN was less popular, with around 12 percent of respondents using this option every day and over 35 percent stating they had never heard of it. A further 12 percent used incognito mode or private browsing daily. When asked about the motivation for using private browsing methods, almost six in ten users said they wanted to protect their personal information from scammers.Overall, the level of privacy consciousness of the general public in the UK seems to be on the right track. But the wide usage of generative AI in the last couple of years has created a new reality for users, companies, and governments. The latter also struggle with the lack of laws that would regulate the usage of generative AI specifically in terms of personal data privacy violations.
