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The latest Deloitte Consumer Review reveals attitudes towards digital risk and data privacy; 84 percent of consumers would consider not using a company that failed to keep data safe.

UK consumers are now more distrusting of consumer-facing businesses than they were three years ago, according to new findings from Deloitte. The research, which involved surveying 2,001 UK adults about their attitudes towards data privacy and digital risk, found that 92 percent of consumers believe businesses should be held responsible for ensuring the security of customer data, a rise of eight percentage points from 2015.

Overall awareness around data collection has increased following the EU’s introduction of General Data Protection Regulation (GDPR) in May this year. 94 percent of consumers are now aware that private and public sector bodies are collecting data about them and their activities, up from 87 percent in 2015.

Attitudes towards data misuse

Deloitte’s research found that as consumers become more aware of digital risk, they are increasingly placing greater value on how companies use or misuse personal data. 84 percent of consumers would consider not using a company that failed to keep data safe, while 66 percent responded similarly for a company that sold anonymous data about customers to third parties. These are now seen as more important reasons to stop using a company or brand than the exploitation of workers overseas (60 percent), damaging the environment (52 percent) and paying large bonuses to executives (50 percent).

Threat to direct digital marketing

Despite being one of the key marketing tools for retailers and brands, 63 percent of consumers indicated that they are uncomfortable with businesses using personal data to offer money saving deals and coupons. Similarly, 60 percent would prefer that data not be used to offer personalised recommendations based on their preferences and past behaviour.

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