41% do not trust market research companies with their data

People appear to be more trusting of search engines, mobile phone companies and even national security agencies – despite the widespread criticism of the NSA’s digital eavesdropping programme.

Research firms, however, do rank higher than social networks like Twitter and Facebook. 53% of those surveyed say they do not trust social media companies at all.

The survey, conducted 6-9 February by Research Now on behalf of the Global Research Business Network, also asked participants to state whether they thought certain types of information were ‘personal data’, or ‘sensitive personal data’.

National Insurance numbers and health records were considered by 78% and 74% to be sensitive data, while 49% said the same for IP and MAC addresses, and home addresses.

46% also thought that mobile phone location data was ‘sensitive’, though only 20% used the term to describe their web browsing history. Meanwhile, only 14% thought posts on social media sites were sensitive data – however 46% did classify social media posts as personal data.

The Global Research Business Network is a grouping of 38 research associations, including CASRO in the US and MRS in the UK. Jeffrey Resnick, 2012 Board Chair of CASRO, said: “Sensitivity of personal data is a big issue for consumers. This research shows that there is a high level of distrust from consumers about how their personal data is used. 

“As they hear more about data security breaches and develop a fuller understanding of the implications of the technology they are using, this concern is only going to grow. Governments and businesses cannot afford to stick their heads in the sand and hope it goes away – it won’t.”

MRS CEO Jane Frost added: “The report is a wake-up call for companies to commit to ethical data use or risk jeopardising relationships with their customers. It is time for organisations to take a serious look at data security in a more rounded context. It needs to be a corporate responsibility, not just delegated to IT.”