Recently, we launched the latest in our series of GWI Trends – examining the growing importance of online privacy for today’s internet users.

At a headline level, consumers are more concerned about their digital footprint than ever before. Some 58% now say that they are worried about the internet eroding their personal privacy, a figure which has been ticking upwards from 49% back in 2012.

It’s an issue which becomes even more pronounced when we look at corporate use of data in particular. Here, close to two thirds (64%) express concern – a trend which demonstrates why transparent and open data policies have been elevated in importance.

Nevertheless, there are clear age-based patterns to note. While older consumers are the most likely to be worried about privacy, it’s the younger age groups who are more likely to be taking direct action – with 44% of 25-34s having deleted cookies and more than a fifth having used anti-tracking tools within the month. In both instances, that puts them about ten percentage points ahead of 55-64s.

To explore this theme in more detail, you can download the full version of our new privacy trend here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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