Ipsos Global Trends

Personalisation VS. Privacy

Would you be willing to give up some of your privacy to simplify your life? Globally, 43% of us say we are comfortable providing information about ourselves to companies in return for personalised services and products. We are less keen, however, if we are not in control of what data companies are receiving – only a third (33%) of us are happy for companies to use information about us, such as location or browsing history, that is provided automatically when we go online.

The young (18-24 year olds) are, perhaps unsurprisingly, most positive about providing information in return for personalised products and services (51% compared to 43% average). But even they have increasing concern in how these companies are using the personal data they collect online – 68% compared to 60% three years ago. Their concern about how their own government is using their data has increased even more – a nine percentage point increase, from 58% in 2014 to 67% today.

However, given that only 15% of us claim to read all the terms and conditions before downloading an app, dropping to only 11% of 16-24 year olds, our concern is not being translated into a change in behaviour. This 15% is almost certainly over-claim, considering it took four months and more than 3,000 downloads for someone to claim the $1,000 prize hidden in an End User License Agreement (EULA) by PC Pitstop.42

There is an uneasy stalemate where the public are worried, but still find the convenience of apps and devices like Amazon Echo addictive.

Jim Needell
Managing Director, Ipsos Marketing
jim.needell@ipsos com | @IpsosMORI

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