The GRBN global Trust & Personal Data survey highlights just how concerned people are about their data and who they (dis)trust with their data. What needs to be done (by whom) to improve trust?

1. Trust & Personal Data
Survey
A Call To Action!
Andrew Cannon
Executive Director, GRBN
December 2014

2. GRBN Trust and Personal Data Survey
The questions we asked?
How familiar and concerned
are people with the issue?
Who do people trust with
their Personal Data?
What types of data are most
sensitive?

3. How we did it?
24 Countries. 23700 on-line interviews.
Fieldwork by Research Now in 22 countries, supported by OnDevice in two
countries. Fieldwork conducted between February & August 2014. Click
here to find out more about the research.
© GRBN Trust & Personal Data Survey 2014

4. What we discovered?
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
© GRBN Trust & Personal Data Survey 2014

5. The degree of UNFAMILIARITY with how personal data is collected
Familiarity with how Personal Data is collected and used
and used is considerable across the globe
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”
© GRBN Trust & Personal Data Survey 2014

6. 81%
84%
74%
87%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
36%
39%
25%
48%
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”
To find out which countries
are most concerned and
which least; access the
reporting portal here.
© GRBN Trust & Personal Data Survey 2014

7. Trust in organisations not to misuse Personal Data is LOW worldwide
High trust
(Rating: 6 to 7)
13%
Some trust /
don’t know
(Rating: 3 to 5 / dk)
53%
Low trust
(Rating: 1 to 2)
34%
Average level of trust based on 17
different types of organisations
(average across the 24 countries)
• Secret services (local & foreign)
• The police
• The national government
• Mobile phone operators
• Internet operators
• Online stores (local & foreign)
• Retailers with loyalty cards
• Banks (local & foreign)
• Credit card companies
• Social media (e.g Facebook,
Twitter, Weibo, Weixin)
• Internet search co.'s (e.g
Google, Bing)
• Media companies (local &
foreign)
• Market research companies
To find out how much each type of
organization is trusted on this issue;
access the reporting portal here.
© GRBN Trust & Personal Data Survey 2014
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)

8. Many different types of data are considered sensitive, not
% considering item to be
“sensitive personal data”
77%
68%
66%
61%
58%
56%
52%
50%
49%
47%
47%
just personal
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
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)
To find out how perceptions
of data sensitivity vary
across the globe; access the
reporting portal here.
© GRBN Trust & Personal Data Survey 2014

9. Trust & Personal Data
Survey
Our conclusions
Andrew Cannon
Executive Director, GRBN
December 2014

10. How familiar and concerned are people with the issue?
1. AWARENESS needs to be BUILT
""Touch sensitive !" by Pranav Singh is licensed under CC BY 2.0 © GRBN Trust & Personal Data Survey 2014

11. How familiar and concerned are people with the issue?
2. People’s CONCERNS must be ADDRESSED
"big-data_conew1" by luckey_sun is licensed under CC BY 2.0 © GRBN Trust & Personal Data Survey 2014

12. "data.path Ryoji.Ikeda - 3" by r2hox is licensed under CC BY 2.0
3. TRUST must be EARNED
© GRBN Trust & Personal Data Survey 2014

13. 4. TRANSPARENCY is a MUST
"Fragile" by Agata is licensed under CC BY 2.0 © GRBN Trust & Personal Data Survey 2014

14. We believe that governments,
governmental agencies,
industry bodies and businesses
all need to answer this call and
that the time to act is now.
© GRBN Trust & Personal Data Survey 2014
Andrew Cannon
Executive Director, GRBN
December 2014
To read more about our
conclusions from the
research and to view the
findings, click here.

15. © GRBN Trust & Personal Data Survey 2014