GRBN Trust and Personal Data Survey report - Part 1 - Concern, familiarity, trust and sensitivity - 2014 12 03

Trust & Personal Data
Report – Part 1
December 2014

About the report
This report investigates the issue of personal data usage from the aspects of familiarity,
concern, trust and sensitivity.
Part 1 of the report looks at the global results, as well as the regional and country
differences
Part 2 of the report deep dives into the results by region and country
Both parts contain the key findings and conclusions from the survey.
On the issue of trust we investigated 17 types of organisations, and on the issue of
sensitivity we covered 29 different types of data. Data was collected in 24 countries
worldwide with a total of over 23000 people participating in the survey, giving a total of
over 1.1 million data points.
The report is not intended to be read cover-to-cover, but rather the reader is encouraged
to use the navigation tools to skip to sections of interest. To facilitate this, links have been
embedded into the images on the table of contents pages, and from the bottom right
hand corner of each page the reader can return back to the table of contents.
This report would not have been possible without the support of our sponsors,as well as
the support of the regional federations and national associations belonging to the GRBN.
By clicking on their ads or logos you can navigate to their websites for further information.
I would also like to thank the national association representatives who provided
commentary, thus giving insight into the results from their country’s perspective, as well
as Lenny Murphy from Greenbook and Melanie Courtright from Research Now for the
conclusions they have drawn from the data.
Andrew Cannon
GRBN Executive Director
4th December 2014

Trust and Personal Data Report - Contents
Introduction
How familiar and concerned
are people with the issue?
Who do people trust with
their Personal Data?
What types of data are most
sensitive?

Introduction
c
Methodology
General key findings
General conclusions
Market Research Industry key findings
Market Research Industry conclusions
Foreword
About the GRBN

Methodology (1/3)
Research Now co-operated with the GRBN on this initiative, conducting the fieldwork, as well as providing programming and data processing resources.
Research Now was supported by OnDevice in two countries (Mongolia and Thailand).
Fieldwork was conducted in 24 countries worldwide, with approximately 1000 on-line interviews per country (500 in Mongolia) for a total sample of just over
23700 respondents.

Methodology (2/3)
The sample per country was defined as either 18+ year olds or 18-64 year olds*, and where internet penetration is relatively
low, the sample was additionally defined as an internet user sample rather than total population sample.# See next page.
In all countries, except Mongolia and Thailand, sample was drawn from on-line access panels, whilst in Mongolia and
Thailand mobile river sample was used. The different methodology in those two countries may impact the results, especially
with respect to attitudes towards the market research industry.
As with all cross-cultural studies, care needs to be taken when comparing and interpreting the results across countries, and
regions, due to possible scale-usage bias. Please click here to read a Research Now white paper on this subject. In addition to
scale-usage, historical and cultural factors may also influence how people relate to the questions we have asked, in particular
the ones concerning trust and sensitivity.
A further description of the methodology can be accessed here.

Methodology (3/3)
January
2014
February
2014
March
2014
April
2014
June
2014
September
2014
Pilot Wave
May
2014
July
2014
August
2014
ARIA Survey
• Argentina
• Brazil
• Canada
• Mexico
APRC Survey
• Australia
• China *#
• Japan
• Malaysia#
• Mongolia #
• New Zealand
• Singapore*
• South Korea*
• Taiwan #
• Thailand *#
EFAMRO Survey
• Finland
• France
• Germany
• Ireland
• Italy
• Netherlands
• Spain
• Sweden
• UK
• US

Foreword
As our world becomes more and more digitalised, more and more data, including personal data, is being
collected on people; as citizens, customers and consumers. Whilst much of this data is being used to
create and deliver added value to those about/from whom the data is collected, this is not always the
case, and in certain cases the, so-called, data subject might actually be harmed by the activity.
As the volume of data increases and the uses multiple, so does the risk of inadvertent misuse. And in
addition to the legitimate collection and use of data on people, the amount of fraudulent activity is also
expected to also increase significantly. According to a report by PWC: “The total number of security
incidents…climbed to 42.8 million this year, an increase of 48% from 2013.*
As both inadvertent and deliberate misuse becomes more commonplace, it is expected that media
coverage of this issue will expand, and as a result awareness of personal data issues amongst the general
public will increase. This, in turn, may well increase the level of concern people feel about the risks.
As people become more aware of the issue, we believe they will also attach more value to their data.
According to a study in France by Orange on the Future of Digital Trust, consumers estimate the value
their personal data to business at 170€**. As people become more concerned about misuse of their
personal data, we believe they will also become more and more careful with whom they share what,
where, when, how and why. According to the same study by Orange, the perceived value of personal data
jumps to nearly 240€ in relation to unfamiliar organisations. We expect both the perceived value and the
gap to increase.
We believe that in our ever more digitalised word, the issue of trust will become more and more
important. People will become more and more demanding of data controllers and processors in terms of
transparency. In business, those companies who are able earn and keep the trust of customers will be
able to gain sustainable competitive advantage in the marketplace.
We believe that the issue of trust will also become more critical for the market research industry, as the
industry will continue to rely heavily on people’s voluntary participation in the face of increased wariness.
The GRBN set out to provide a global measurement of where we are today on this issue; how familiar
people are with the issue, and how concerned? To what extent different types of organisations trusted to
protect and appropriately use personal data, and we believe we have achieved that aim.
Moving forward, we intend to measure how attitudes around the globe are changing over time.
Whilst the main focus of this report is to look at this issue from the market research industry perspective,
it contains much information of importance and relevance to other industries, as well as the public
sector. We hope you enjoy the report and please feel free to share access to the reporting portal with
your colleagues.
Peter Harris Alex Garnica Andrew Cannon
APRC ARIA EFAMRO
The amount of data collected on
individuals will continue to grow
The number of cases in the media
about the abuse of personal data
will continue to increase
1
0
10
0
0
1
1
1
1
1
11
1
1 111
0
0 0 000
“Home Depot breach affected 56M debit, credit
cards”
Yahoo news, Sept 19 2014
“7 Controversial Ways Facebook Has Used Your
Data”
Time, Feb 4 2014
“JPMorgan, Four Other Banks Hit by Hackers:
U.S. Official”
Bloomberg, Aug 28 2014
People’s concerns over the (mis)use
of personal data will grow stronger
*
http://www.pwc.com/gx/en/consulting-services/information-security-survey/key-finding
s.jhtml
**
http://www.orange.com/en/press/press-releases/press-releases-2014/Consumers-value-
their-personal-data-at-170-140-Orange-study-finds

General key findings (1/3)
Over one-third of adults are VERY CONCERNED
about the possible misuse of their personal
data
On average, one-in-three does NOT TRUST
organisations to safeguard their personal data
People consider many types of data to be
SENSITIVE, not just personal
Globally, six-in-ten adults claim to be at least somewhat familiar with how
their personal data is collected and used, but despite this relative familiarity,
the majority of people are concerned about possible misuse of their
personal data, and a significant minority are very concerned. Concern is
particularly high amongst females aged 35-54 years old.
On average, for every one person who highly trusts organisations to protect
and appropriately use their personal data, there are three who have very
low level of trust.
Overall trust is lowest in the Americas (except Canada), whilst in Europe
trust is lowest in France and the UK. People tend to be more trusting of
organisations on this issue in APAC, with the major exception of South Korea
and Australia. Scale usage and other cultural differences need to be
considered when comparing results across countries.
Of the 29 types of data surveyed, eight are considered to be sensitive by
50% or more of citizens across the globe. Unsurprisingly the majority of
people consider things such as financial account / personal identification
numbers to be sensitive data, with health and criminal records, as well as
biometric identifiers also considered to be sensitive data by many.
Perhaps more surprisingly, almost half of citizens around the globe consider
physical location information (home address and location via mobile phone
signals), as well as virtual location information (IP address) to be sensitive.
On a regional level, Europeans are more likely to consider data to be
sensitive; in particular critical types of data (such as personal identification
numbers) and labelling data (such as religion, sexual orientation or one’s
weight for example) are considered more sensitive in Europe than in APAC
or the Americas.
Claiming to be familiar with how personal data is used, does not make one
less concerned. Being concerned, however, means one is more likely to see
personal data as sensitive, especially digital footprint data, as well as data
which physically identifies a person (e.g. name, photo, home address).

Globally citizens are equally divided as to whether to trust the
authorities to protect and appropriately use their personal data or
not.
Regionally, there are huge differences, with citizens in APAC more
likely to trust the authorities and those in Latin America much less
likely to do so. In the APAC region, it is citizens in China, Singapore
and Mongolia, who claim to have the most trust in the authorities on
this issue.
In Europe, the government has a positive net trust index in Finland
and Germany, as well as in Sweden, whereas in Ireland, France, Italy
and the UK citizens are more likely to distrust than trust their
government on this issue.
The police are the most trusted type of organization out of the 17
surveyed when it comes to protecting and appropriately using
personal data. Trust in especially high in Finland, whilst in Europe it is
lowest in the UK, France and Ireland. In the Americas trust in the
police is lowest in Mexico, whilst in APAC it is lowest in Thailand and
South Korea.
Whilst Germans trust their government, they do not trust their
national secret services, and are joined in this distrust for the later by
citizens in Italy and Ireland. Across the globe, foreign secret service
organisations are highly distrusted.
Different types of media organisations are not very highly trusted to
protect and appropriately use personal data. Trust is lowest in France
(very low trust in social media & search engine companies), Australia
and the UK (low trust local and foreign media). * NTI = % giving a high rating (6 or 7) - % giving a
low rating (1 or 2) on a 7-point scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Media NTI *
-35%
-27%
-40%
-38%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Authorities NTI *
2%
11%
3%
-16%

Trust in different types of “businesses” to protect and appropriately use personal
data is clear higher than trust in “media” organisations. Overall, trust is highest in
the APAC region, with the exception of South Korea. In particular banks (both local
and foreign) as well as mobile phone operators are trusted more in the APAC
region than elsewhere.
In Europe, trust in business varies somewhat by country, being highest in Finland
and lowest in France, the UK and Ireland, whilst in the Americas it is highest in
Canada.
Low trust in “business” organisations in Europe is driven by a lower trust in foreign
on-line stores and foreign banks, whilst in the Americas it is relative low trust in
mobile and internet operators, as well as retailers, which explains why “business”
organisations are trusted less in the Americas than elsewhere.
On average, credit card companies are relatively well trusted with personal data,
in particular in Finland, whilst the French and South Koreans show them relatively
low trust on this issue.
Local banks are reasonably well trusted to protect and appropriately use personal
data, and have a positive net trust index in all regions, being most trusted in
Canada. People in Ireland, France and Italy, in contrast, have a relatively low level
of trust in their banks.
Trust in foreign banks tends to be low across the globe, especially in Europe and
North America.
People are, on average, three times more likely to trust local organisations
compared to foreign ones.
This relative distrust in foreign organisations is particularly noticeable in Europe,
especially in Finland, Germany and Sweden, whilst in APAC the same can be seen
in Australia, Singapore and New Zealand, and in the Americas in the USA and
Canada.
In APAC, South Koreans and Thais stand out as showing an almost similar trust in
foreign and local organisations, and the same phenomenon can also be seen in
Latin America.
* NTI = % giving a high rating (6 or 7) - % giving a low
rating (1 or 2) on a 7-point scale
Average Foreign vs. Local NTI difference*
(net trust index)
Business NTI *
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-19%
-15%
-20%
-24%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-25%
-21%
-30%
-23%

General conclusions (1/2)
1) AWARENESS AND UNDERSTANDING OF THE ISSUE NEEDS TO IMPROVE
Whilst the level of claimed familiarity with how personal data is collected and used
is reasonably high, we believe there is still room for improvement, and that in
particular governments, as well as the public sector in general, have a clear role to
play in this.
As people increasingly need to share their personal data in order to access both
information and services, people have the right not only to be informed about this,
but also to be educated, in order to understand the risks and make informed
decisions about what to share, when, how and with whom. It is not sufficient that
the information is buried deep within terms and conditions.
2) PEOPLE’S CONCERNS NEED TO BE ADDRESSED
We believe that the current level of concern around this issue is harmful, not only to
individuals, but also to society as a whole. And, whilst in the short-term at least,
individual companies might be making profits from the situation, we do not believe
it is beneficial to business, or the economy as a whole, especially in the medium to
long term.
We believe the current high level of concern is not sustainable and that something
has to give. If nothing is done to address the situation, both by the authorities as
well as the private sector, then we believe people will react to the situation. We
expect the majority will react by resigning themselves to the situation, by accepting
this mistrust as a “way of life”, as ”a sign of our times”, and finding ways to cope.
We expect, however, that a minority find the issue important enough to act on by
either finding ways to ”go dark” and/or actively protest against the system.
In this scenario, we believe there will be more and more cases of misuse, partly
unintentional, but also criminal, as some organisations try to take advantage of
people’s apathy and use of mental short-cuts. Also, legitimate ”cloaks” and protests
will be used by others for criminal purposes.
As a result, we believe that law makers will have no choice but to ”tighten the
screw” to protect their citizens. This tightening of protection will no doubt have
negative impact on legitimate businesses, as well as on public services, and
therefore also negatively impact people as both citizens and consumers, but that is
the price that will need to be paid if preventive action is not taken.
We believe, however, that collectively, we have an opportunity, and perhaps even
an obligation to prevent this scenario from becoming reality.

General conclusions (2/2)
3) THE LELVEL OF TRUST MUST BE IMPROVED
To take advantage of the opportunity, we collectively need to agree that the level of
trust on this issue is just not good enough…
“For every one person with high trust there are three with low trust”
In particular the onus is on governments and the public sector to act, because if people
do not trust the people they have voted into power nor the institutions they oversee,
there is little hope that people will trust organisations, whose purpose is to make
money.
4) TRANSPARENCY BOTH BY GOVERNMENTS AND CORPORATIONS IS A MUST
But how? We believe that transparencyis key, for without this transparencythere
cannot be trust. There have been too many examples where the authorities and
corporations have abused trust, and therefore the onus is on them, collectively, to
regain that trust. It cannot be taken for granted.
Organisations need to “get their house” in order on this issue. They need to put
systems and procedures in place to ensure that they are responsible with the
collection, handling, protection and use of personal data. They need to ensure that the
risks of inadvertent abuse, as well as security breaches, are minimized.
5) BUILDING TRUST IS BUILDING COMPETITITVE ADVANTAGE
With respect to the commercial world, we believe that there is a clear business case to
be made for acting transparently, especially with customers. We believe that customers
will be willing to share more and more data, with organisations who act transparently
and whom they trust, especially if they can see and feel clear benefits from the sharing
of that information, for example in terms of improved services or added value. I believe
that this rich customer data will give those companies that have a strong trust
relationship with their customers a clear and sustainable competitive advantage in the
market place.
We also need to act collectively, and industry bodies also need to act across industries
to build public trust. We need to ensure quality standards,codes and guidelines are in
place and followed. We need to ensure self-regulation systems are in place and operate
effectively, as well as transparently.
APRC ARIA EFAMRO

For every one person, who has a high degree of trust in the market research
industry not to misuse their personal data, there are three, who distrust the
industry.
This result means that trust in the market research industry is on an average
level compared to the 16 other types of organisations included in the research,
and for example is clearly lower than the level of trust in banks or credit card
companies, but clearly higher than the level of trusted in media or social media
companies.
Germany stands out as the only country of the 24 researched where the net
trust index (top 2 box minus bottom 2 box on a 7-point scale) is positive.
Relative to trust in other types of organisations, the market research industry is
also well trusted in Italy to protect and appropriately use personal data.
Three out of five of the countries with the lowest level of trust in the market
research industry in absolute terms can be found in the APAC region; South
Korea, Singapore and Australia, with these three joined by the USA and the UK.
Trust in the market research industry relative to businesses such as banks,
on-line stores, retailers and mobile phone / internet operators, is relatively low
in the Nordics in Europe, as well as in Canada.
Relative to media organisations, the trust in market research industry is most
positive in Europe, especially in Germany, but is lowest in the UK, where for
example, internet search companies are just as much trusted as the market
research industry on this issue.
In the APAC region the market research industry is only slightly more trusted
than “media” organisations, and in South Kora and Mongolia they have an equal
level of trust, whilst in Thailand media organisations are currently actually more
trusted than market research organisations to protect & appropriately use
personal data.
Over one-third of adults are VERY
CONCERNED about the possible
misuse of their personal data
On average, one-in-three does NOT
TRUST the market research industry to
safeguard their personal data
People consider many types of data to
be SENSITIVE, not just personal
Market Research Industry key findings

High concern and lack of trust: A threat or an opportunity for the market
research industry?
We believe that the results from the research indicate that the market research
industry has an opportunity, but not necessarily one that will last forever.
Although the level of trust in the market research industry on protecting and
appropriately using personal data is not great, globally it is better than some
other types of organisations, including social media, media and search engine
companies for example.
Amongst younger adults, however, the trust advantage our industry has is much
smaller, and in some countries amongst this age group it is already non-existent.
As an industry we rely heavily on people’s voluntary participation to share their
data. Therefore, as an industry, we believe we have to collectively act to build
public trust: We need to act transparently towards the general public, as well as
to clients, to earn that trust. We need to demonstrate to the public, and to
clients, how responsible we are with all the data we collect, not just personal
data, but we also have to demonstrate more clearly the value of market research
to society, as well as to clients. Reliability and relevance are not opposites, and as
an industry we can deliver both.
The appropriate use of personal data is one where our industry is strong and we
need to communicate effectively about this. We need to maintain the distinction
between market research and other activities.
The GRBN believes the time to act is now and in 2015 will be seeking support for
an industry-wide three year global programme to build public trust in the market
research industry.
APRC ARIA EFAMRO
TRANSPARENCY is a requirement1
2
3
Informed Consent is a MUST
COMMUNICATION IS KEY
Collectively, the market
research industry has a
window of opportunity to
build trust
Market Research Industry Conclusions

Commentary by Lenny Murphy, Greenbook
In 2011 The World Economic Forum and Bain & Company released a report
“Personal Data: The Emergence of a New Asset Class”. This wide ranging and
comprehensive study, with contributions from leaders in every global industry,
captured the essence of the personal data economy in their introduction:
“We are moving towards a “Web of the world” in which mobile communications,
social technologies and sensors are connecting people, the Internet and the
physical world into one interconnected network. Data records are collected on
who we are, who we know, where we are, where we have been and where we
plan to go. Mining and analysing this data give us the ability to understand and
even predict where humans focus their attention and activity at the individual,
group and global level….. Increasing the control that individuals have over the
manner in which their personal data is collected, managed and shared will spur
a host of new services and applications. As some put it, personal data will be the
new “oil” – a valuable resource of the 21st century. It will emerge as a new asset
class touching all aspects of society.”
Indeed, this report gave birth to a new program called the Rethinking Personal
Data Initiative which has already defined the value of personal data as an asset
class and reinforced the value of trusted data flow. The current stage of the
program brings together data experts with practitioners in different commercial
environments so that together they can drive results that are practical,
implementable, and can be widely communicated. They are looking at how to
create and implement the right rules, tools, frameworks and business models to
bring about the emergence of a personal data ecosystem where people have
greater control over the collection, use, sharing and monetization of their
personal data.
Cont…
Market Research Industry
Conclusions

Commentary by Lenny Murphy, Greenbook (continued)
Conspicuously absent from the steering group are any representatives from the
consumer insights or even marketing organizations. No Nielsen, Kantar,
WPP, Publicis, Omnicom, Dentsu, etc… or any other connected organization.
And that is a missed opportunity for our industry, for as we can see from the
GRBN Trust & Personal Data Report, in some markets the insights industry has
an edge in the trust of consumers vs. virtually any other industry, and globally is
at least average. We have a stake in the global dialogue around personal data,
and perhaps even a larger one that many other industries since consumer data
is the driving force of market research. Whether it’s surveys or focus groups or
Big Data analytics and applied neuroscience, our industry has historically
worked hard to utilize even the most personal and intimate information in a
respectful and beneficial way, and as new technologies blur the lines between
market research and marketing via single source channels, digital advertising,
social media analysis and mobile tracking we have a unique opportunity to
apply our historical role as the advocate for consumer empowerment via data
sharing with the broader world. It’s a differentiation that we should continue to
work hard to develop and a perspective that our trade bodies need to share
with both consumers and organizations like the WEF. This report is an
important piece of evidence to help us shape that broader discussion, and hats
off to GRBN for leading the charge to understand where we stand in the new
data-driven world we live (and work) in.
Market Research Industry
Conclusions

Conclusions for the Market Research IndustryAbout the GRBN
The GRBN’s mission is to promote and advance the business of
research by developing and supporting strong autonomous
national research associations.
38 national research
associations representing
over 3,500 research
businesses on 5 continents,
which generate US $25 billion
in annual research revenues

How familiar and concerned are people with the issue?
"big-data_conew1" by luckey_sun is licensed under CC BY 2.0

Concern over misuse of Personal Data
Summary of findings
Just over one-in-three adults (36%) are very concerned about how
their personal data is collected and used, with as many as
eight-in-ten at least somewhat concerned.
People in the Americas claim to be most concerned on average,
whilst on an individual country level, concern is highest in Malaysia
and Singapore.*
In Europe the level of claimed concern is relatively lower, and is
highest in the UK and Spain.
By age and sex, concern is highest amongst females aged 35-54
years old, although this is not the case in Europe, where concern is
more evenly spread across both age and sex.
Of the 24 countries surveyed, the Dutch are the least concerned
about this issue, with people in the Nordics and Germany also much
less concerned than average. In APAC concern is lowest in Japan,
New Zealand and Mongolia, whilst in the Americas, it is the
Canadians who show the least concern.
* Care needs to be taken when comparing and interpreting the results
across countries and regions due to possible scale-usage bias. Click here to
read a Research Now white paper on this issue.
Expert commentary by Melanie Courtright, Research Now
“Today we are asking more of our research participants than ever
Before. With technology advancements, we are requesting that
participants allow us to meter their online activities, follow them around
virtually, give us access to their social media pages, put our applications
on their mobile devices, place cookies on al of their devices, and even
share purchase data and receipts. When a trust relationship is
established, and participants are comfortable with the purpose of the
research, we all benefit from how close they are allowing us to get to
them. However, that relationship is hard to create and easy to break.
Participants have shared with us, though this research, that they have
concerns. They don’t fully understand why we need some of the
information we seek. They worry about our data protection
protocols. They are concerned about breaches. They are legitimately
fearful about the downstream affects of even an accidental privacy
violation. People watch what is happening across industry and the
world, so a data privacy transgression in any sector affects their comfort
level with research activities. These concerns are only alleviated through
breeding familiarity, which is something we are not successfully
achieving. Participants need to understand more, be better informed,
know what to do if they have questions, and have a path to share
concerns.
Churchill, Roosevelt, Stan Lee, Voltaire, and William Lamb have all been
credited with saying, “With great power comes great responsibility.” We
are being granted the power of data, and all of the responsibility that
comes with that power. If we are careful, we can make important
advances. If we are careless, we could reap repercussions that affect us
and our followers for decades. ”

81%
84%
74%
87%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
36%
39%
25%
48%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Very concerned Fairly concerned
Q: How concerned are you that your personal data might be
misused?
Across the globe there is GREAT CONCERN
with how personal data is collected and used
% “very concerned” /
% “very+fairly concerned”
61%
57%
56%
54%
50%
47%
45%
40%
MY
SG
MX
BR
AR
ES
US
UK
The most concerned countries*
% “very concerned”
Care needs to be taken when comparing and interpreting
the results across countries and regions due to possible
scale-usage bias. Click here to read a Research Now
white paper on this issue.

Q: How concerned are you that your personal data might be misused?
(4 point scale)
39% 36% 38%
26%
37%
27%
61%
28%
57%
38% 37%
AVG AU CN JP KR MN MY NZ SG TH TW
In APAC, concern is most noticeable
in Malaysia and Singapore APAC

(4 point scale)
25%
15%
47%
15%
24%
34% 35%
6%
13%
40%
AVG DE ES FI FR IE IT NL SE UK
EUROPE
In Europe, concern is highest in Spain and the UK

48% 50%
54%
35%
56%
45%
AVG AR BR CA MX US
(4 point scale)
AMERICAS
Concern is high throughout the Americas,
but relatively low in Canada

Concern by age & sex
36%
36%
32%
37%
40%
32%
Male 18-34
Male 35-54
Male 55+
Female 18-34
Female 35-54
Female 55+
Regional differences
It is in the Americas and APAC regions where
females aged 35-54 are most concerned.
Q: How concerned are you that your personal data might be misused? (4 point scale)
xxxConcern is highest amongst middle aged females

Familiarity with how Personal Data is collected and used
Summary of findings
Relatively few people, less than one-in-ten, claim to be very
unfamiliar with this issue, and six-out-of-ten claim to be at least
somewhat familiar with how their personal data is collected and
used.
People in the Americas claim to be most familiar, whilst those in
the APAC region the least.
On an individual country level unfamiliarity is highest in Japan and
Mongolia, and in the APAC region.*
In Europe the level of claimed unfamiliarity is highest in Finland,
Germany, France and Ireland.
Globally, claimed familiarity is lower amongst females, and highest
amongst males aged 18 to 54.
40%
46%
40%
28%
8%
11%
6%
7%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Not at all familiar
Not very familiar
Q: How familiar do you feel with how your personal data is currently
collected and used?
% “Not at all familiar” /
% “not at all + not very familiar”
The degree of UNFAMILIARITY with how personal data is collected
and used is considerable across the globe

63%
58%
56%
54%
53%
49%
49%
47%
47%
46%
JP
MN
FI
TH
DE
FR
IE
NZ
TW
KR
The least familiar countries*
Q: How familiar do you feel with how your personal data is currently collected and used?
% “Not at all + not very familiar”
UNFAMILIARITY with how personal data is collected and used is highest
amongst females, especially older one
Unfamiliarity by age & sex
24%
23%
32%
29%
31%
32%
Male 18-34
Male 35-54
Male 55+
Female 18-34
Female 35-54
Female 55+
% “Not at all familiar” /
% “not at all + not very familiar”

Concerned
3% Don’t Know
The relationship between familiarity and concern – GLOBAL
Not familiar, but
concerned
Not familiar and not
concerned
Not concerned
Unfamiliar Familiar
Familiar and very
concerned
Familiar, but not
concerned
7%
47%32%
10%
Summary of findings
There is no strong correlation between the
degree of familiarity and the degree of
concern.
Globally half of adults claim to be familiar
and concerned, one-third unfamiliar, but
concerned. One fifth of people claim to be
familiar and very concerned, whilst 14% are
unfamiliar, but still very concerned.
The proportion who claim to be unfamiliar
and concerned rises to one-in-four in the
APAC region with females, and in particular
females aged 35-54 being most likely to say
they are unfamiliar but concerned about the
possible misuse of their personal data.

Concerned
3% Don’t Know
The relationship between familiarity and concern – APAC
Not familiar, but
concerned
Not familiar and
not concerned
Not
concerned
Unfamiliar Familiar
Familiar and very
concerned
Familiar, but not
concerned
6%
45%39%
8%

Concerned
3% Don’t Know
The relationship between familiarity and concern - Europe
Not familiar, but
concerned
Not familiar and
not concerned
Not
concerned
Unfamiliar Familiar
Familiar and very
concerned
Familiar, but not
concerned
10%
42%30%
15%

Concerned
4% Don’t Know
Not familiar, but
concerned
Not familiar and
not concerned
Not
concerned
Unfamiliar Familiar
Familiar and very
concerned
Familiar, but not
concerned
4%
61%21%
8%
The relationship between familiarity and concern – The Americas

Who do people trust with their Personal Data?
"data.path Ryoji.Ikeda - 3" by r2hox is licensed under CC BY 2.0

Trust - Contents
Overall Trust
Trust in market research companies
Trust in media, business and the
authorities compared to MR
Trust in ”media” organisations
- Social media & search engines
- Local & foreign media companies
Trust in ”business” organisations
- On-line stores
- Mobile & internet operators
- Retailers & credit card companies
- Local & foreign banks
Trust in the Authorities
- National secret services
- The Government / the police
Trust in foreign vs local organisations

Overall level of Trust in organisations not to misuse Personal Data
""Dew web" by photophilde is licensed under CC BY 2.0

Trust in organisations not to misuse Personal Data
Summary of findings
In this research, 17 different types of organisations were evaluated on the
amount of trust people have in them to protect and appropriately use their
data.
On average, only 13% indicated a high level of trust in a given organisation
and as many as one-third expressed a low level of trust.
Trust is relatively lowest in the Americas*, with Canada proving the
exception. In Europe, trust is lowest in France, the UK and Ireland.
In APAC, people show relatively more trust in organisations not to misuse
their personal data, but even in that region, for every one person who
trusts an organisation, there are two who do not. The least trusting nations
in APAC are South Korea, which has the highest level of distrust out of the
24 countries surveyed, and Australia, ranking 10th on distrust.
Overall, sex has no difference on how much people trust organisations to
protect and appropriately use their data, but age has a huge impact, with
distrust very high stronger amongst the over 34’s.
How concerned people are about the issue also has a great impact on the
level of trust, but to some extent how familiar people feel they are, also
has an impact, with those claiming to be less familiar, also less trusting.
* Care needs to be taken when comparing and interpreting the results across
countries and regions due to possible scale-usage bias. Click here to read a
Research Now white paper on this issue.
Average level of trust based on 17 different
types of organisations
(Average across the 24 countries)
Low trust
(Rating: 1 to 2)
34%
High trust
(Rating: 6 to 7)
13%
Some trust /
don’t know
(Rating: 3 to 5 / dk)
53%

GLOBAL average
APAC average
EUROPE average
AMERICAS average
-34%
-30%
-34%
-39%
13%
15%
12%
12%
Low Trust (Rating: 1 to 2)
High Trust (Rating: 6 to 7)
-20
-15
-22
-27
Q: Here is a list of different organizations or companies that may collect and process
your personal data. To what degree do you trust each of them to protect and
appropriately use your personal data? (7 = trust very much 1 = trust very little)
-35%
-33%
-31%
-30%
-29%
-29%
-28%
-27%
-25%
KR
BR
FR
US
UK
MX
IE
AR
AU
* NTI = % giving a high rating (6 or 7) - % giving a
% “trusting very little” /
“trusting very much”
NTI *
(net trust index)
The countries with the lowest
average NTI
Trust is low on this issue across the globe
Average level of trust not to misuse Personal Data
(based on 17 different types of organisations )

GLOBAL average
Unfamiliar and concerned
Familiar and concerned
Familiar and concerned
Unfamiliar but not concerned
-20%
-29%
-22%
-8%
1%
NTI *
(net trust index)
Those who are both unfamiliar and concerned have the lowest level of trust, and
the level distrust is also much higher amongst the 35’s
Average level of trust not to misuse Personal Data
(based on 17 different types of organisations )
-11%
-23%
-28%
-16%
-25%
-25%
Male 18-34
Male 35-54
Male 55+
Female 18-34
Female 35-54
Female 55+

The police
Local banks
The national government
National Intelligence services
Credit card companies
Local online stores
Retailers with loyalty cards
Market research companies
Foreign banks
Mobile phone operators
-19%
-19%
-26%
-27%
-26%
-28%
-30%
-31%
-34%
-34%
33%
26%
24%
22%
18%
9%
10%
10%
12%
10%
Low Trust (Rating: 1 to 2) High Trust (Rating: 6 to 7)
14
7
-2
-5
-8
-19
-20
-21
-22
-23
Trust in the police and government is
particular low in the Americas, specifically in
Latin America, with trust in the police being
very low in Mexico.
NTI *
(net trust index)
Only 2 of the 17 different types of organisations researched have a positive net
trust index, namely the police and local banks.
Most trusted types of organisations not to misuse Personal Data

Internet search co.'s (e.g Google,
Bing)
Local media companies
Internet operators
Foreign online stores
Social media (e.g Facebook,
Twitter, Weibo, Weixin)
Foreign media companies
Foreign secret service
organisations
-37%
-35%
-37%
-44%
-47%
-47%
-49%
10%
7%
8%
6%
7%
5%
7%
-27
-29
-29
-38
-40
-42
-42
NTI *
(net trust index)
Mistrust in foreign organisations is particularly high
Globally, the least trusted organisations are
foreign secret service organisations, foreign
media and social media companies.
Trust in foreign organisations, including
foreign banks and media, is relatively high in
the APAC region and relatively low in Europe,
where trust in social media and internet
search companies is also low compared to
other regions.
Least trusted types of organisations not to misuse Personal Data

Trust in Market Research Companies
""Touch sensitive !" by Pranav Singh is licensed under CC BY 2.0

Trust in Market Research
Summary of findings
On average one-in-ten people shows a high level of trust in the market
research industry on not misusing their personal data, with three-in-ten
showing a low level of trust.
This result means that the trust in the MR industry is on an average level
compared to the 16 other types of organisations included in the research.
Trust is somewhat lower in the Americas than elsewhere, which reflects the
general level of trust expressed in that region compared to the other two
regions.
Germany stands out as the only country of the 24 researched having a positive
net trust index, with one-in-five Germans have a high level of trust in the MR
industry and only 15% a low level of trust.
In absolute terms, trust in the MR industry is also relatively high in Mongolia*,
Thailand*, China and Italy, with the industry having a marginally negative net
trust index in these countries. Three out of five of the countries with the
lowest level of trust in the MR industry in absolute terms can be found in the
APAC region; South Korea, Singapore and Australia, with these three joined by
the USA and the UK.
Also, relative to other types of organisations , the market research industry is
least trusted in the APAC region , being particularly challenged in Singapore
and Australia. In Europe trust in the MR industry is relatively low in the Nordics
(Finland and Sweden), as well as the UK, whilst in the Americas it is struggling
most in Canada.
When looking at where the market research industry excels relative to other
types of organisations on this issue , it is again Germany, which stands head
and shoulders above the other countries, with Italy coming in a strong second.
Mexico, Brazil and Spain make up the top five.
Average level of trust in the MR industry
(Average across the 24 countries)
Q: Here is a list of different organizations or companies that may collect and process your
personal data. To what degree do you trust each of them to protect and appropriately
use your personal data? (7 = trust very much 1 = trust very little)
Low trust
(Rating: 1 to 2)
31%
High trust
(Rating: 6 to 7)
10%
Some trust /
don’t know
(Rating: 3 to 5 /
dk)
59%

Trust in Market Research
-31%
-30%
-29%
-36%
10%
10%
11%
10%
-21
-20
-19
-25
* NTI = % giving a high rating (6 or 7) - % giving a low
rating (1 or 2) on a 7-point scale
NTI *
(net trust index)
Trust in Market Research Companies
personal data. To what degree do you trust each of them to protect and
GLOBAL average
APAC average
EUROPE average
AMERICAS average
DE
MN
TH
CN
IT
AU
SG
US
UK
KR
6%
-3%
-5%
-7%
-10%
-33%
-34%
-35%
-37%
-37%
The countries with the highest /lowest average
NTI in market research companies

DE100%
Trust in
Market
Research
Note: Data was rescaled for representation purposes
Trust in Market Research companies across countries and regions
Care needs to be taken when comparing and interpreting the results across countries and regions due to possible scale-usage bias. Click here to read a Research Now white paper on this issue.

* NTI = % giving a high rating (6 or 7) - %
giving a low rating (1 or 2) on a 7-point
scale
6%
-10%
-20%
-24%
-12%
-37%
-26%
-33%
-23%
-29%
-34%
DE
IT
MX
BR
ES
UK
SE
AU
FI
CA
SG
Market Research NTI
28 %
14 %
9 %
9 %
7 %
-7 %
-8 %
-8 %
-8 %
-9 %
-15 %
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-5
+4
+2
+/- vs.
avg. NTI
Market Research NTI *
(net trust index)
-21%
-19%
-18%
-26%
+/- vs.
avg. NTI
Relative to the average level of trust in the country, as well as in absolute terms, GERMANY stands out

Trust in Market Research Companies compared to Media /
Business / the Authorities
""Measurea thousand times, cut once" by Sonny Abesamis is licensed under CC BY 2.0

Trust in Market Research Companies compared to Media / Business / the Authorities
Media
Internet search companies
Social media companies
Local & foreign media companies
Business
Local & foreign on-line stores
Mobile phone & internet operators
Local & foreign banks
Authorities
National government
The police
National secret services
* The different methodology in those two countries may impact the results on this question. See
technical appendix for details.
Care needs to be taken when comparing and interpreting the results across countries and regions
due to possible scale-usage bias. Click here to read a Research Now white paper on this issue.
Summary of findings
In order to more easily see how the market research industry performs overall
compared to other types of organisations across the globe, the different types of
organisations have been classified into 3 categories… business, media and the
authorities, as shown opposite. The decision was made to leave foreign secret
service organisations out of the authorities group due to the huge difference
between trust in that type of organisation compared to other authorities.
Trust in market research companies is overall similar to trust in “business”
organisations, but relatively it is weaker in the APAC region, because of the
relatively low level of trust in market research companies compared to “business”
organisations in Australia, New Zealand and Singapore. In Europe trust is in MR and
trust in “business” organisations is on a similar level, but this average hides the fact
that the market research has a much higher level of trust than “business”
organisations in Germany and Italy, and a lower level in the Nordics and the UK.
Like the UK, in the USA and Canada,trust in the MR industry is clearly below that of
trust in “business” organisations.
The MR industry is much more trusted than “media” organisations, particularly in
Europe. The difference is greatest in Germany and smallest in the UK, where for
example internet search companies are just as much trusted as the market
research industry, and local media companies are only marginally less trusted, to
protect and appropriately use personal data. In the APAC region, however, the MR
industry is only slightly more trusted than these “media” organisations, with a
similar level of trust in Mongolia* and South Korea.. Thailand* stands out as a
country where “media” organisations are actually more trusted than market
research organisations.

Trust in media, business and the authorities compared to market research
personal data. To what degree do you trust each of them to protect and appropriately
use your personal data? (7 = trust very much 1 = trust very little)
scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Market Research NTI *
-21%
-19%
-18%
-26%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Media NTI *
-35%
-27%
-40%
-38%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Business NTI *
-19%
-15%
-20%
-24%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Authorities NTI *
2%
11%
3%
-16%

Trust in “Media” organisations
""data.path Ryoji.Ikeda - 4" by r2hox is licensed under CC BY 2.0

Media
Internet search companies
Social media companies
Local & foreign media companies
Summary of findings
On average, less than one-in-ten people shows a high level of
trust in “media” organisations not to misuse their personal
data, with over four-in-ten showing a low level of trust.
Trust is relatively high in the APAC region, especially in
Mongolia and Thailand*, but also China.
Trust on this issue is lowest in France, Australia the UK. In
France this is due especially to the extremely low trust in
social media companies, whilst in the UK, this is due to
relatively low trust in UK media companies, and Australia to
foreign media companies.
Looking at the details, it can be seen that low trust in both
search engine companies and social media companies is being
driven by very low trust in Europe, whilst the trust in local
media companies is lowest in the Americas.
Distrust in “media” organisations is particularly high amongst
the over 34’s, even more so than for other types of
organisations.

FI
SE
BR
IE
CA
DE
US
NZ
UK
AU
FR
-41%
-41%
-41%
-42%
-42%
-43%
-44%
-45%
-47%
-49%
-50%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-42%
-37%
-45%
-45%
7%
9%
5%
7%
-35
-27
-40
-38
Q: Here is a list of different organizations or companies that may collect and process your personal data. To
what degree do you trust each of them to protect and appropriately use your personal data? (7 = trust very
much 1 = trust very little)
NTI *
(net trust index)
The countries with the lowest average
NTI
There is a high level of distrust in “media” organisations across the globe,
but relatively less so in APAC

Trust in “media” organisations
what degree do you trust each of them to protect and appropriately use your personal data? (7 = trust
very much 1 = trust very little)
scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Search engine companies
such as Google/Bings NTI *
-27%
-19%
-36%
-29%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Local media companies NTI*
-29%
-26%
-28%
-35%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Social media (e.g Facebook,
Twitter, Weibo, Weixin) NTI *
-40%
-31%
-49%
-43%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Foreign media companies
NTI*
-42%
-34%
-48%
-46%

Trust in Search Engine / Social Media companies
""Growing social media" by mkhmarketing is licensed under CC BY 2.0

Trust in Search Engine / Social Media companies
* The different methodology in those two countries may impact the results on this question. See technical
appendix for details.
Care needs to be taken when comparing and interpreting the results across countries and regions due to
possible scale-usage bias. Click here to read a Research Now white paper on this issue.
Summary of findings
Search engine companies such as Google/Bing are trusted slightly
less than average on protecting and appropriately using personal
data (ranked 11 out of 17).
Trust in search engine companies is relatively high in the APAC
region, and in this region it is on a par with trust in the market
research industry, whilst amongst younger males in that region, the
former is even more trusted than the latter. In contrast, trust in
search engine companies is lowest in Europe, being particularly low
in France.
Overall, trust in social media companies on this issue is very low,
ranking 15 out of 17, with just under half of people globally stating a
very low level of trust. This proportion rises to 53% in Europe,
where only 4% show a high level of trust in such companies not to
misuse their personal data, and in Europe this is the least trusted
type of organization of all those included in the survey.
As with search engine companies it is in France where the level of
trust is the lowest, but citizens in many other European countries
are also untrusting, and citizens in Australia, New Zealand and
Canada also share the same opinion.
Countries where trust in search engine & social media companies is
relatively high include Thailand*, Mongolia*, China and Argentina.

NL
CA
NZ
KR
IE
SG
BR
FI
UK
SE
DE
AU
FR
-34%
-35%
-36%
-36%
-36%
-37%
-37%
-37%
-37%
-38%
-39%
-40%
-45%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-37%
-32%
-42%
-39%
10%
13%
6%
10%
-27
-19
-36
-29
NTI *
(net trust index)
NTI
Trust in search engine companies is low in France, but relatively high in the APAC
region being driven by higher trust amongst young adults
Trust in search engine companies such as Google/Bing

ES
BR
US
SE
IE
FI
CA
UK
NZ
AU
DE
FR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-47%
-41%
-53%
-49%
7%
9%
4%
7%
-40
-31
-49
-43
-44%
-45%
-47%
-49%
-49%
-49%
-51%
-52%
-54%
-56%
-57%
-63%
NTI *
(net trust index)
NTI
Trust in Social media companies is very low, especially in Europe
Trust in Social media (e.g Facebook, Twitter, Weibo, Weixin)

Trust in Media companies
""Newstand near Nanjing University" by Kevin Dooley is licensed under CC BY 2.0

Trust in Media companies
Summary of findings
Trust in local media companies is just below average compared to trust in
other types of organisations, and trust Is lower in the Americas than
elsewhere, with a relatively low level of trust in all 5 countries surveyed in
that region.
In Europe and the APAC region, opinions on how well local media
companies can be trusted to protect and appropriately use personal data
vary considerably from country to country.
In Europe, lowest trust in local media companies is found in the UK,
whereas in the APAC region it is lowest in Australia and Taiwan. Relative to
trust in other types of organisations the local media is relatively well
trusted on this issue in Japan and South Korea.
Trust in foreign media is much lower than trust in local media, ranking
second from bottom on trust in all three regions. It is lowest in the USA,
where as many as two-thirds of US citizens distrust them on this issue. In
Europe, it is in the UK and France, where you find the least trust in foreign
media, whilst in APAC it is in Australia and New Zealand.
In APAC the low trust in foreign media organisations is driven by a very
high level of distrust amongst the over 34’s.
.

AR
FR
IE
NZ
KR
MX
US
TW
UK
BR
AU
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-35%
-34%
-34%
-41%
7%
8%
6%
6%
-29
-26
-28
-35
-31%
-33%
-33%
-35%
-35%
-36%
-38%
-39%
-40%
-41%
-43%
NTI *
(net trust index)
NTI
Trust in LOCAL Media companies is low across the Americas, as well as the UK and
Australia. In Taiwan local media companies are the least trusted type of organization.
Trust in LOCAL Media companies

SG
FI
CA
DE
NZ
FR
AU
UK
US
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-47%
-41%
-51%
-51%
5%
7%
3%
5%
-42
-34
-48
-46
-50%
-52%
-53%
-53%
-55%
-58%
-58%
-60%
-63%
NTI *
(net trust index)
NTI
Trust in foreign media companies is lowest in the USA, where as many as
two-thirds of US citizens distrust them on this issue.
Trust in FOREIGN Media companies

Trust in business
""Transparent Roof" by mrhayata is licensed under CC BY 2.0

Trust in business
Business
Local & foreign on-line stores
Mobile phone & internet operators
Local & foreign banks
Summary of findings
Trust in different types of “businesses” to protect and appropriately use personal
data is clear higher than trust in “media companies”.
Overall, trust is highest in the APAC region, because of relatively high levels of trust
in Thailand*, Mongolia* and China, whereas trust in business on this issue is
particularly low in South Korea, where trust is lower than in any of the other 23
countries surveyed. In particular banks (both local and foreign) as well as mobile
phone operators are trusted more in the APAC region than elsewhere.
In Europe, trust in business varies somewhat by country, being highest in Finland
and lowest in France, the UK and Ireland, whilst in the Americas it is highest in
Canada.
Low trust in “business” organisations in Europe is driven by a lower trust in foreign
on-line stores and foreign banks, whilst in the Americas it is relative low trust in
mobile and internet operators, as well as retailers with loyalty cards that explains
why “business” organisations are trusted less in that region-
In the APAC region, these types of “business” organisations are slightly more
trusted than market research companies, being much more trusted in Australia,
New Zealand and Singapore, and in Europe the same is true in Finland, Sweden and
the UK.
Germany and Italy stand out as the only two countries where significantly more
people trust market research companies than these “businesses” to not misuse
their data.

TH
MN
CN
FI
IE
UK
US
BR
FR
KR
-1%
-2%
-4%
-8%
-25%
-25%
-27%
-28%
-30%
-39%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-31%
-29%
-31%
-36%
12%
14%
11%
12%
-19
-15
-20
-24
NTI *
(net trust index)
The countries with the highest /lowest
average NTI
Trust in “business” organisations is lowest in the Americas, with a very low
trust in retailers on this issue in Latin America
Trust in “business” organisations

Trust in “business” organisations (1/2)
scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Local on-line stores NTI *
-19%
-21%
-16%
-21%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Mobile Phone operators NTI*
-23%
-16%
-25%
-34%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Foreign on-line stores NTI *
-38%
-33%
-44%
-38%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Internet operators NTI*
-29%
-25%
-29%
-38%

Trust in “business” organisations (2/2)
scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Retailers with loyalty
programmes NTI *
-20%
-19%
-17%
-27%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Local banks NTI*
7%
9%
5%
4%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Credit card companies NTI *
-8%
-5%
-8%
-12%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Foreign banks NTI*
-22%
-12%
-29%
-27%

Trust in the On-line Stores
"Credit card of future" by Robert Scoble is licensed under CC BY 2.0

Trust in the On-line Stores
Summary of findings
Trust in local on-line stores to protect and appropriately use personal data
is higher than average, ranking 6th out of 17 globally. Trust is higher in
Europe than elsewhere, and compared to trust in other types of
organisations, however, it is relatively low in APAC.
In APAC the relatively low level of trust is driven by a very low level of trust
in South Korea, but relative to other types of organisations it is also low in
China (ranked 15 out of 17), as well as Thailand* and Mongolia.*
In Europe trust in local on-line stores is highest in Finland, where the net
trust index is almost neutral, and it is also better than average in Germany.
Trust in foreign on-line stores on this issue is relatively low, ranking 14 out
of 17, with as many as 44% of citizens, globally, having a low level of trust.
Citizens in the Americas are divided on this issue, with those in the USA
having the lowest level of trust in foreign on-line stores out of the 24
countries surveyed, whilst in Mexico and Brazil, such companies are
relatively trusted (ranking 6th and 8th respectively compared to other types
of organisations in those countries).

MX
FR
IE
AU
TW
AR
BR
SG
KR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-28%
-30%
-25%
-31%
9%
9%
9%
10%
-19
-21
-16
-21
-22%
-22%
-22%
-22%
-23%
-25%
-26%
-27%
-38%
NTI *
(net trust index)
average NTI
Trust in LOCAL on-line stores is relatively high in Europe, in particular, in
Finland, but also in Germany
Trust in LOCAL on-line Stores

FI
NZ
SG
SE
AU
DE
UK
FR
US
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-44%
-40%
-48%
-45%
6%
7%
4%
8%
-38
-33
-44
-38
-44%
-44%
-46%
-48%
-48%
-50%
-52%
-56%
-59%
NTI *
(net trust index)
average NTI
Trust in FOREIGN on-line stores is very low, particularly amongst older
adults, but is relatively high in Mexico and Brazil
Trust in FOREIGN on-line Stores

Trust in Mobile Phone / Internet operators
""Data immersion" by Idaho National Laboratory is licensed under CC BY 2.0

Trust in Mobile Phone / Internet operators
Summary of findings
Trust in mobile phone and internet operators to protect and appropriately
use personal data is somewhat below average globally compared to other
types of organisations.
Trust in mobile phone operators is slightly higher than trust in internet
operators on this issue, in particular in APAC, due to a high level of trust in
Thailand*, Mongolia*, Japan, China, and relative to other types of
organisations, also in Singapore. The exception in APAC is South Korea,
where mobile phone operators are ranked 16th out of 17th on trust, and
internet operators 17th.
Mobile phone operators are trusted less in the Americas than elsewhere,
due especially to a low level of trust in Brazil, whereas such operators are
relatively well trusted in the US and Canada relative to other types of
organisations.
In Europe, trust in internet operators on this issue is very low in Ireland,
whilst in Finland mobile phone operators are relatively well trusted.

TH
MN
JP
CN
FI
BR
KR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-34%
-29%
-33%
-42%
10%
13%
8%
9%
-23
-16
-25
-34
8%
3%
-4%
-4%
-9%
-44%
-49%
NTI *
(net trust index)
average NTI
Trust in Mobile Phone operators varies hugely across the globe, with
South Korea and Brazil standing out with very low levels of trust
Trust in Mobile Phone operators

TH
MN
CN
CA
BR
US
IE
KR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-37%
-35%
-36%
-44%
8%
10%
6%
7%
-29
-25
-29
-38
-3%
-5%
-8%
-41%
-41%
-41%
-42%
-49%
NTI *
(net trust index)
average NTI
Trust in Internet operators is lower than trust in mobile phone operators, in
particular in the APAC region
Trust in Internet operators

Trust in Credit card companies / Retailers with
loyalty programmes
""Credit card" by Ed Ivanushkinis licensed under CC BY 2.0

Trust in Retailers with loyalty programmes / Credit card companies
* The different methodology in Thailand and Mongolia may impact the results on this question. See
Summary of findings
Trust with retailers to protect and appropriately use personal data is on an average
level, and therefore for every one person trusting them, three do not.
Trust in retailers stands out as being very low in the Americas, due to distrust in
Latin America, where distrust is especially high amongst younger adults.
In APRC trust varies considerably from very low in South Korea to relatively high in
New Zealand and Thailand*, whilst in Europe trust is on a much more even level
across countries, with the exception of Spain and Finland, where these types of
retailers are reasonably trusted to not misuse personal data.
In Finland, credit card companies are also well trusted, with Finland being the only
country in Europe with a positive net trust index, whilst the French show relatively
low trust in credit card companies on this issue.
In APAC, South Korea stands out, with credit card companies ranked 15th out of 17
on trust not to misuse personal data.

ES
FI
TH
NZ
MX
AR
BR
KR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-30%
-29%
-27%
-36%
10%
10%
10%
9%
-20
-19
-17
-27
-5%
-5%
-7%
-10%
-32%
-35%
-38%
-40%
NTI *
(net trust index)
average NTI
Trust in Retailers with loyalty programmes is particularly low in Latin
America
Trust in Retailers with loyalty programmes

FI
MN
CN
NZ
CA
JP
MX
FR
KR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-26%
-24%
-25%
-30%
18%
19%
17%
18%
-8
-5
-8
-12
15%
12%
11%
5%
5%
4%
-25%
-26%
-43%
NTI *
(net trust index)
average NTI
Citizens in many countries globally trust credit card companies
reasonably well with their personal data
Trust in Credit card companies

Trust in banks
""Banking the Light" by David is licensed under CC BY 2.0

Trust in Banks
Summary of findings
Local banks are relatively well trusted to protect and appropriately use personal data, and
have a positive net trust index in all regions. Even in South Korea, where the net trust index is
negative, this type of organization is still in the top 5 (out of 17) on trust.
In APAC local banks are most trusted on this issue in New Zealand and China, whilst relative
to trust in other types of organisations local banks are very well trusted in Japan and
Malaysia.
In the Americas the local banks are extremely well trusted on this issue in Canada (+31% net
trust index), whilst citizens in the USA are much less trusting (+6% net trust index).
In Europe, citizens are divided as to whether they trust their local banks, with those in the
Nordics trusting them very highly, and those in Ireland, France and Italy having a relatively
low level of trust.
Trust in foreign banks tends to be low across the globe, especially in Europe, but less so in
APAC, where foreign banks are relatively well trusted in Thailand*, China and Mongolia*. The
opinions of citizens are divided in the Americas with a relatively high trust in foreign banks in
Latin America and a very low level of trust in North America.

CA
FI
SE
NZ
CN
BR
MX
IT
FR
IE
KR
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-19%
-18%
-19%
-23%
26%
27%
24%
27%
+7
+9
+5
+4
31%
28%
24%
23%
22%
-6%
-7%
-7%
-8%
-10%
-27%
NTI *
(net trust index)
average NTI
Citizens are more likely than not to trust LOCAL banks to protect and use
appropriately their personal data
Trust in LOCAL banks

TH
CN
MN
CA
FI
IT
AU
DE
UK
FR
US
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-34%
-27%
-38%
-39%
12%
15%
8%
12%
-22
-12
-29
-27
15%
5%
2%
-30%
-30%
-30%
-32%
-39%
-41%
-42%
-48%
NTI *
(net trust index)
average NTI
FOREIGN banks are highly mistrusted in many countries, especially in
Europe, but also in the USA
Trust in FOREIGN banks

Trust in the authorities
"Justice Gavel" by Tori Rector is licensed under CC BY 2.0

Authorities
National government
The police
National secret services
Summary of findings
Globally citizens are equally divided as to whether to trust the
authorities to protect and appropriately use their personal data.
Regionally, there are huge differences, with citizens in APAC more likely
to trust the authorities, and those in the Americas much less likely to
do so, with the latter caused by a very low level of trust in Latin
America.
In the APAC region, it is citizens in China, Singapore and Mongolia*,
who claim to have the most trust in the authorities on this issue, whilst
in Europe it is in the Nordics where the authorities are most trusted.
Whilst in general over 34 year olds show a lower level of trust in
organisations on protecting and appropriately using personal data, this
is less true with respect to the authorities.
In the APAC region, all three types of authorities are more likely to be
trusted than not, whereas in Europe it is only the police, which has a
positive net trust index.
In the Americas in contrast, all three authorities are more likely to be
distrusted than trusted, in particular the national governments.

CN
SG
MN
FI
AU
CA
SE
KR
AR
BR
MX
41%
30%
26%
21%
18%
17%
16%
-18%
-25%
-29%
-34%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-24%
-20%
-23%
-35%
26%
31%
26%
19%
+2
+11
+3
-16
NTI *
(net trust index)
average NTI
Trust in the authorities varies from being relatively high in APAC, especially China,
to very low in Latin America
Trust in the authorities, excluding foreign secret services

scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
The Government NTI*
-2%
8%
-3%
-21%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
National Secret Services NTI*
-5%
9%
-11%
-16%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
The Police NTI *
14%
16%
24%
-10%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Foreign Secret Services NTI*
-42%
-34%
-47%
-47%

Trust in the Secret Services
"Spy vs. Spy" by Tony Fischer is licensed under CC BY 2.0

Trust in the Secret Services
# This question was not asked in Japan or Thailand.
## This question was not asked in Thailand
Summary of findings
The national secret services have a positive net trust index in APAC#, but a negative one
elsewhere, with four of the top five ranked countries on this measure coming from APAC.
Trust is extremely positive in China, but also in Mongolia*.
The national secret services are also positively trusted in APAC in Australia and Singapore,
whilst in New Zealand citizens are more likely than not to distrust their national secret
services. Relative to other types of organisations the lowest level of trust in national secret
services in APAC is to be found in Malaysia.
In Europe, Swedes are the most positive about their national secret services not misusing
their personal data, whilst citizens in Germany, Italy and Ireland are much less trusting. In the
Americas, the Canadians have a neutral net trust balance, whereas the US citizens are similar
to Latin America people, in that they have a much higher distrust of national secret service
organisations.
Across the globe, foreign secret service organisations## are highly distrusted, ranking lowest
of all 17 organization types in APAC and the Americas and 15th in Europe. In particular, the
Germans show the least amount of trust, followed by US citizens.
Relative to trust in other types of organisations, trust in foreign secret services is high in South
Korea and Malaysia, and in the Americas, is higher in Mexico than elsewhere in the region.

CN
MN
AU
SG
SE
IE
BR
DE
IT
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-27%
-21%
-29%
-34%
22%
30%
19%
17%
-5
+9
-11
-16
45%
34%
17%
17%
11%
-25%
-26%
-27%
-28%
# Not asked in
Japan nor
Thailand
NTI *
(net trust index)
average NTI
Citizens in APAC stand out as trusting their National Secret Services not to
misuse their personal data
Trust in National Secret Services

SG
SE
NZ
AR
CA
IE
BR
UK
AU
FI
US
DE
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-49%
-43%
-52%
-54%
7%
9%
5%
6%
-42
-34
-47
-47
-46%
-47%
-47%
-47%
-48%
-49%
-50%
-50%
-51%
-52%
-56%
-64%
# Not
asked in
Thailand
NTI *
(net trust index)
average NTI
Distrust in Foreign Secret Services is a global phenomenon
Trust in Foreign Secret Services

Trust in the Government / the Police
""Diritto CivileItaliano" by Nicola Baron is licensed under CC BY 2.0

Trust in the Government / the Police
Summary of findings
The national governments have a neutral net trust index on average globally, with a slightly
positive balance in APAC and a very negative one in Latin America.
The positiveness on trust with personal data in APAC is driven by strong trust in the
government in Singapore and China, as well as Mongolia*.
In Europe, the government has a positive net trust index in Finland and Germany, as well as
Sweden, whereas in Ireland, France, Italy and the UK citizens are more likely to distrust than
trust their government on this issue.
The police are most trusted type of organization out of the 17 surveyed when it comes to
protecting and appropriately using personal data. The net trust index of the police is clearly
positive in APAC and Europe, but is negative in the Americas, due to a very low level of trust
in Latin America, in particular in Mexico.
In APAC, the only exception to the rule is Thailand*, where the police comes in as the 12th
most trusted type of organization (out of the 15 asked about in that country), with as many as
31% of citizens in that country not trusting the police.
Finland stands out globally, as well as in Europe, as the country where the police is the most
trusted on this issue, whereas trust is lowest in Europe in the UK, France and Ireland.

SG
CN
MN
CA
FI
DE
IE
KR
AR
BR
MX
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-26%
-20%
-25%
-38%
24%
29%
22%
18%
-2
+8
-3
-21
37%
36%
18%
17%
16%
12%
-20%
-22%
-31%
-37%
-37%
NTI *
(net trust index)
average NTI
Trust in the Government varies dramatically across the globe, with Asia on one
end and Latin America on the other end of the trust scale
Trust in the Government

FI
CN
SG
TH
KR
AR
BR
MX
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-19%
-17%
-14%
-32%
33%
33%
38%
22%
+14
+16
+24
-10
49%
43%
36%
-10%
-16%
-24%
-25%
-46%
NTI *
(net trust index)
average NTI
The Police is the most trusted type of organization: Mexico and Finland
stand out as the two extremes
Trust in the Police

Trust in Foreign vs local organisations
""AlienCrafts" by Wendy Piersall is licensed under CC BY 2.0

Foreign vs. local
Media companies
On-line stores
Banks
Secret services
technical appendix for details..
Summary of findings
People are much more likely to trust local organisations compared to
foreign ones. Whereas the average net trust index in the four local types of
organisations listed opposite is -11, the average for the four foreign
equivalents is -36.
This relative distrust in foreign organisations is particularly noticeable in
Europe, especially in Finland, Germany and Sweden, whereas this
phenomenon is much less noticeable in Italy or Ireland.
In APAC, South Koreans and Thais* stand out as showing an almost similar
trust in foreign and local organisations, whilst people in Australia,
Singapore and New Zealand all show a clearly higher level of trust in local
organisations.
In the Americas, there is little difference between the perceptions of local
and foreign on this issue in Latin America, whilst in both Canada and the
US, there is a huge bias towards local organisations when it comes to trust
in them protecting and appropriately using personal data.

FR
NZ
UK
SG
SE
AU
DE
US
CA
FI
-31%
-32%
-33%
-34%
-37%
-38%
-38%
-40%
-40%
-44%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-25%
-21%
-30%
-23%
Average Foreign vs. Local NTI
difference* (net trust index)
The countries with largest difference
between foreign and local NTI’s

scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Media companies – Difference in
foreign vs local NTI*
-13%
-8%
-20%
-11%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-28%
-21%
-34%
-32%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-19%
-13%
-28%
-17%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-38%
-44%
-36%
-31%
Secret service organisations –
Difference in foreign vs local NTI*
On-line store – Difference in foreign
vs local NTI*
Banks – Difference in foreign vs
local NTI*

Sensitive Data
""Fragile" by Agata is licensed under CC BY 2.0

Sensitive Data
Summary of findings
Many types of data are considered to be sensitive, not just private, and of the 29 types
of data asked about, eight are considered to be sensitive by 50% or more of citizens
across the globe.
It is unsurprising that the majority of people consider financial account / passport /
personal identification numbers to be sensitive data, with the majority also considering
health and criminal records to be sensitive. Biometric identifiers (such as retina scans
and voice signatures) are also considered to be sensitive by more than half citizens.
What is perhaps more surprising is that almost half of citizens around the globe
consider physical location information (home address and location via mobile phone
signals), as well as virtual location information (IP address) to be sensitive.
Using factor analysis, four different types of personal data were identified; critical,
identifying, digital and labelling.
On a regional level, Europeans are slightly more likely to consider a given type of data
to be sensitive, and citizens in APAC slightly less so, with this difference driven by the
fact that Europeans are more likely to consider critical and labelling data to be
sensitive. Citizens in the Americas are least likely to be concerned by the sensitivity of
labelling data.
Globally, females are more likely than males to consider all four types of data to be
sensitive, especially more so with respect to identifying data.
By age, 25-44 year olds are most likely to consider data to be sensitive and 18-24 and
65+ years old least likely to do so. Amongst 18-24 this is due to the fact that this age
group is less concerned about critical data types, whilst the 65+ year olds are less
concerned about digital data, which, in contrast, 18-24 years are just as likely to see as
sensitive as 25-44 year olds.
Perceived familiarity with how personal data is used does not impact the degree to
which different types of data are considered sensitive. In contrast, how concerned a
person is correlates very strongly with perceptions of sensitivity. When looking at what
differentiates those who are very concerned from those who are fairly concerned, the
former are more likely to consider digital and identifying types of data as critical,
which is especially the case in Europe.
Financial account numbers
Passport number
Personal identification number
A scan of your retina
Health records
Voice signature
Name
Date of birth
Where you were born
Age
Home address
A picture of yourself
Email address
Mobile phone number
Websites you have visited
Purchases on the internet
Posts by others about you in
social media
Posts you make about you in
social media
Information from loyalty
programs
Location data via phone
signals
IP or MAC address
Religion
Sexual orientation
Political affiliation
Weight
Union membership
CRITICAL DATA DIGITAL DATA
IDENTIFYING DATA LABELLING DATA

% considering item to be
“sensitive personal data”
77%
68%
66%
61%
58%
56%
52%
50%
49%
47%
47%
Financial account numbers
Passport number
Personal identification no.
Health records
A scan of your retina
Criminal record
Your salary
Your voice signature
Your IP or MAC address
Location data via mobile
Your home address
GLOBAL average
Many different types of data are considered sensitive, not
just personal
Q Please tell us how you
personally would classify the
following types of information.
Do you see each type as
sensitive personal data,
personal data that is not
sensitive or not something you
would consider personal data?
Which types of data are considered to be sensitive?
(top ranking out of 27 alternatives)

37%
63%
31%
28%
23%
Average
Critial
Identifying
Digital
Labelling
APAC
Americas
Global
Europe
40%
67%
31%
29%
27%
Average
Critial
Identifying
Digital
Labelling
37%
64%
31%
29%
19%
Average
Critial
Identifying
Digital
Labelling
35%
59%
30%
27%
21%
Average
Critial
Identifying
Digital
Labelling
Europeans are the most likely to consider data to be sensitive, especially
critical and labelling data types
Q Please tell us how you personally would classify the following types of
information. Do you see each type as sensitive personal data, personal data
that is not sensitive or not something you would consider personal data?

How sensitive different types of data considered to be:
those with most variation from the Global average
% considering to be
50%
48%
48%
14%
Criminal record
Health records
Your salary
Your religion
GLOBAL average APAC average
People in APAC are less likely to consider health records data to be
sensitive
Q Please tell us how you personally would classify the following types of
information. Do you see each type as sensitive personal data, personal data
that is not sensitive or not something you would consider personal data?
Regional differences
On a regional level, Europeans are slightly more
likely to consider a given type of data to be
sensitive, and citizens in APAC slightly less so,
with this difference driven by the fact that
Europeans are more likely to consider critical data
to be sensitive, in particular health records.
Europeans are also more likely to consider certain
types of labelling data to be more sensitive –
sexual orientation, political affiliation and religion
– as well as criminal records, whilst those in the
Americas are less likely to consider these types of
data to be sensitive.
In contrast, vehicle registration data is more likely
to be considered sensitive in the Americas, as is
location data via mobile phones.

76%
66%
42%
31%
30%
25%
Health records
Criminal record
Sexual orientation
Vehicle registration information
Your religion
GLOBAL average EUROPE average
In Europe, critical and labelling types of data are considered more sensitive than
elsewhere, with citizens in the Americas least concerned about “labels”
How sensitive different types of data considered to be: those with most variation from the Global average
% considering to be
Q Please tell us how you personally would classify the following types of information. Do you see each
type as sensitive personal data, personal data that is not sensitive or not something you would
consider personal data?
57%
52%
50%
49%
26%
18%
Your salary
Location data via
mobile*
Criminal record
Vehicle registration
information
Sexual orientation
GLOBAL average
AMERICAS average

GRBN Trust & Personal Data survey
Methodology overview
 The survey was commissioned by the GRBN in order to
understand:
 How familiar and concerned people around the globe are
with how their personal data is collected and used
 How much people trust different types of organisations not
to misuse their personal data
 Which types of data people consider to be personal data,
and which types sensitive personal data.
 Fieldwork was conducted in 4 waves throughout 2014
as follows:
 February 2014: UK and USA
 March 2014: Argentina, Brazil and Canada
 June 2014: Finland, France, Germany, Ireland,
Italy, the Netherlands, Spain and
Sweden
 July 2014: Australia, China, Japan, Malaysia,
Mongolia, New Zealand, Singapore,
South Korea, Taiwan and Thailand
 Fieldwork was conducted by Research Now in 22 of
the 24 countries through internet access panels using
quota sampling. The achieved sample sizes are shown
below, along with information on whether weights
have been applied to the achieved sample or not.
 In Mongolia and Thailand, fieldwork was conducted by
OnDevice using mobile river sampling, which may be a
cause for different results in these countries in this
survey.
 As with all cross-cultural studies, care needs to be
taken when comparing and interpreting the results
across countries, and regions, due to possible scale-
usage bias. Please click here to read a Research Now
white paper on this subject. In addition to scale-usage,
historical and cultural factors may also influence how
people relate to the questions we have asked, in
particular the ones concerning trust and sensitivity.

The research universe varied by country as
follows….
Country Universe
Sampl
e size
Weight
ed
Country Universe
Sampl
e size
Weight
ed
Argentina 18+ year olds 1022 Mexico 18+ year olds 1010
Australia 18+ year olds 1000 Yes Mongolia
18+ y.o. internet
users
500
Brazil 18+ year olds 1013
New
Zealand
18+ year olds 1011
Canada 18+ year olds 1015 Singapore 18-64 year olds 1008
China
18-64 y.o.
internet users
1000 Yes South Korea 18-64 year olds 1003
Finland 18+ year olds 1025 Spain 18+ year olds 1001 Yes
France 18+ year olds 1010 Yes Sweden 18+ year olds 1005
Germany 18+ year olds 1005 Taiwan
18-64 y.o.
internet users
992
Ireland 18+ year olds 1009 Yes Thailand
18+ y.o. internet
users
1000
Italy 18+ year olds 1022 Yes
The
Netherlands
18+ year olds 1008
Japan 18+ year olds 1000 Yes UK 18+ year olds 1020 Yes
Malaysia
18-64 y.o.
internet users
1013 Yes USA 18+ year olds 1015 Yes

GRBN Trust and Personal Data Survey report - Part 1 - Concern, familiarity, trust and sensitivity - 2014 12 03

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