May 12th, 2023, Kineree Shah
Our latest YouGov survey conducted across 18 international markets in 2022 and the again in 2023 offers a deep dive into the evolving landscape of how much consumers trust particular sectors with their personal data. In this piece, we look at attitudes towards sports organizations.
Beginning with an overview, there's been a noticeable uptick in trust on a global scale. From all the markets combined, the percentage of consumers who trust sports organizations with their personal data has climbed from just over a third (36%) in 2022, to almost two in five (39%) in 2023. This gradual but steady increase suggests that sports organizations might be taking steps to strengthen their data protection practices.
Turning our attention to Europe, a mixed bag of results emerges. The largest increase in trust was seen in France, with over two in five (42%) French consumers in 2023 expressing trust, up from 35% in the previous year. Germany followed a similar trend (32% in 2022 vs. 37% in 2023). Focusing on distrust levels, the biggest rise was seen Denmark (34% in 2022 vs. 42% in 2023) and Poland (36% in 2022 vs. 43% in 2023) from slightly over a third to two-fifths.
In Asia, the highest level of trust was recorded in the UAE and India, with almost two-thirds (65%) and three-fifths (61%) of consumers trusting sports organizations with their data respectively in 2023. In Hong Kong trust fell from 35% to 30% and distrust rose from two-fifths (42%) to nearly three-fifths (61%). One key trend observed in Asia is the significantly higher level of trust compared to Europe, indicating a potentially different cultural perspective on data privacy.
The US experienced the largest surge in consumer trust of their personal data, going from less than a fifth (18%) to almost a quarter (24%). Similarly in Mexico trust grew from over one-third (36%) to two-fifth in 2023 (41%). Canada saw a marginal decrease of one percentage-point (from 33% in 2022 to 32% in 2023).
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Methodology - YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 512 and 2,007 for each market. All surveys were conducted online in March 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.