Control, Alt or Delete? Consumer research on attitudes to data collection and use | A report for Which?

June 06, 2018

Data-dependent technology, in its various forms, has become fully integrated in society: our quantitative research found that 9 in 10 (91%) people are online every day and that they use various data-dependent products and services. For example, three quarters (75%) of people use online maps, two thirds (67%) social media, a similar percentage (64%) apps, and half (53%) streaming services.

But while technology is at the forefront of people’s minds, consumer data is not. In this context, Consumer organisation Which? and BritainThinks partnered on this piece of research, to explore what people know and how they feel about their consumer data being collected and used by commercial organisations. 

Read the full report below: 

Consumer Data Research Report PDF