NEWS15 May 2014
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Insight & Strategy
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UK — Millennials are more concerned about privacy than any other generation, according to a new study.
The Privacy in Perspective study, which consisted of an online quantitative study, online qual and in-depth interviews across the UK and US, found that millennials were 28% more likely to switch products or services because of privacy concerns than the rest of the population.
According to the findings, 48% of people aged between 18 and 34 in the UK had stopped using a product or service because they were worried about the way it was using their personal data. This was compared to 33% of the general population and 30% of people aged 55-64.
Other findings were:
“Young people are increasingly aware that their information has value, and brands regularly trade in it to their advantage,” said Arunima Kapoor, associate director at Flamingo. “But there is a disconnect between the value people place on their information and brands who trade in it.
“They are demanding a fair exchange and want to negotiate the terms to mutual advantage.”
More details on the study can be found here.
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1 Comment
John Kelly
9 years ago
How does this stack up with the volumes of personal data uploaded and input to social media platforms by the very same cohorts?
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