December 26th, 2022, Kineree Shah
Last month, the European Union and EU member states secured a historic agreement on the Digital Markets Act (DMA), a broad set of laws aimed at limiting the market dominance of big tech companies. The regulations will apply to so-called "gatekeeper" tech firms with a market valuation of at least 75 billion euros.
One of the rules of the DMA disallows gatekeepers from tracking consumers activity across the web for targeted advertising without the explicit consent of users. YouGov polled 2,271 nationally representative Britons to see how important it is to have access to the data collected on them as they browse. Nearly three-quarters of consumers say that it’s either very or fairly important to them (72%). It is important to note that respondents polled may or may not be aware of the DMA rules.
DMA rules also prohibit hardware companies from pre-installing software on computers or phones, such as browsers or music applications popularly known as bloatware. But consumer perception around bloatware is split.
Two in five of respondents surveyed dislike it when phone manufacturers pre-install apps or software (43%). However slightly fewer (41%) of Britons don’t mind it. One in 10 consumers say they were not aware manufacturers install bloatware.
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 1 Dec 2022 with a nationally representative sample of 2,271 adults in UK (aged 18+ years), using a questionnaire designed by YouGov. Data is weighted by age, gender, education level, political affiliation, and ethnicity and to be representative of all adults in the UK market. Learn more about YouGov RealTime Omnibus.
Picture credits - Karolina Grabowska on Pexels