US and Britain – Most Brits and Americans now worry about their privacy online

As the Data-Privacy Bill advances in the US and with the UK’s data protection laws likely to be reformed soon, are the concerns around data privacy widespread? This is what data from YouGov Global Profiles – an audience intelligence tool - suggests. More than half Americans (57%) and Britons (56%) are worried about data privacy when using the internet, leaving only, a third of consumers in each market browsing without a care.

When it comes to shielding personal information on the internet, more than two in five Americans (42%) say they don’t know how to protect personal details online. Britons (37%) are less likely to agree with the statement than Americans, but consumers in both markets are evenly divided on the matter.

So what does this data mean for brands? While the privacy debate is unlikely to settle down soon. brands may need to work harder if they want to earn consumer trust. There is a disconnect between brands’ data practices (however good they may be) and consumer’s expectations around data transparency.

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Methodology

YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 43 markets. The data is based on continuously collected data from adults aged 18+ in the US and GB markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Learn more about Global Profiles.