Just 16 per cent of consumers are positive about their data being used for targeted advertising, according to Deloitte’s Media Democracy report. It found just 16 per cent of 2,276 UK consumers polled were positive about personal data being used to lead to better and more targeted messages. Only 15 per cent said they were positive to the use of their browsing history to provide more targeted advertising.
Deloitte said younger consumers are less worried about data loss and, while there is a lack of positivity towards data being used for advertising online, social networks and phishing were two of the least concerning routes of data being misused. Instead consumers are more concerned about how their data is at risk with major organisations, such as banks or credit card companies.