BIG DATA

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0 25 50 75 100 0 25 50 75 100 0 25 50 75 100 BIG DATA – opportunities AND RISKS Views and opinions State of knowledge of how companies deal with data I understand that companies who offer free services […] will use my data in order to market/advertise other companies’ products and services to me. Ø 48% Ø 35% 0 25 50 75 100 63 60 47 49 57 53 26 27 Agree DE FR IE IT NL UK oben CZ ES CZ DE ES FR IE IT NL UK oben 15 23 32 38 37 49 52 36 Disagree CZ DE ES FR IE IT NL UK Nowadays, more and more companies try to give their customers more control over data by informing them about the privacy settings and how they can adjust them. Ø 39% Ø 31% 0 25 50 75 100 50 41 40 40 42 36 39 25 Agree CZ DE ES FR IE IT NL UK oben CZ DE ES FR IE IT NL UK oben 23 35 34 32 28 27 42 28 CZ DE ES FR IE IT NL UK Disagree I know where and by whom my personal data is collected and stored. Ø 20% Ø 58% 0 25 50 75 100 10 17 12 29 32 17 18 24 Agree CZ DE ES FR IE IT NL UK oben CZ DE ES FR IE IT 59 60 62 54 49 59 56 66 Disagree CZ DE ES FR IE IT NL UK To what extent do you agree with the following statements? Please use the scale from 1 „completely agree“ to 5 „completely disagree“. You can use the numbers in between to grade your answer. Base: split sample (n = 4.514-8.256). The level of people’s knowledge of how companies handle their data varies greatly between countries. Thus in total just under half (48 percent) of the Europeans questioned are aware that free services from companies are linked to the collection of data for advertising purposes. In Germany and Spain in particular, six out of ten respondents agree with this statement (63 and 60 percent respectively). Nonetheless, over a third (35 percent) is not aware of this practice - with Italians and Czech being tail-light (27 and 26 percent agreement respectively). The efforts by companies to give their users more control over the collected data are perceived to different degrees amongst the respondents: while 39 percent agree with this statement (in Ireland even every second person), 31 percent recognise no discernible efforts and just over a quarter (26 percent) want to take no clear position. Just how acute the need for action is in this area becomes evident in the question about people’s knowledge of which bodies collect data and where they store this. Only two in ten respondents here say they are informed about this (20 percent), while well over half (58 percent) are not. 16
0 25 50 75 100 0 25 50 75 100 BIG DATA – opportunities AND RISKS “Through my online behaviour and the privacy settings that I chose, I feel in control of what information is collected about me” Percentage shown = “agree” 35 34 33 27 29 19 19 18-29 30-49 50-59 60+ High Medium Low To what extent do you agree with the following statements? Please use the scale from 1 „completely agree“ to 5 „completely disagree“. You can use the numbers in between to grade your answer. Base: split sample (n= 4.514-8.256) Age Educational level Data protection through online behaviour I avoid writing about very personal matters in emails or text messages because I fear that third parties might access them. Ø 51% Ø 30% 0 25 50 75 100 CZ DE ES FR IE IT NL UK obenAgree 51 56 52 57 47 53 60 34 CZ DE ES FR IE IT NL UK oben 28 19 31 30 30 26 22 50 CZ DE ES FR IE IT NL UK Disagree Through my online behaviour and the privacy settings that I chose, I feel in control of what information is collected about me. Ø 29% Ø42% 0 25 50 75 100 27 17 24 30 36 35 34 26 Agree CZ DE ES FR IE IT NL UK oben 42 44 44 39 42 30 43 53 Disagree CZ DE ES FR IE IT NL UK To what extent do you agree with the following statements? Please use the scale from 1 „completely agree“ to 5 „completely disagree“. You can use the numbers in between to grade your answer. Base: split sample (n= 4.514-8.256) There is pronounced concern over unknown third parties possibly being able to access personal data. As a result, over half of the respondents (51 percent) avoid writing about personal matters in emails or text messages. Above all the British (60 percent) and Germans (56 percent) are worried about this, while half the Dutch respondents (50 percent) appear to be unconcerned and do not restrict themselves in their writing behaviour. Despite the opportunities for controlling their own online behaviour and adjusting their privacy settings, less than a third of internet users (29 percent) feel they have control over what information is collected about them. In contrast, 42 percent disagree with this statement. Just a small number of Germans and Spaniards feel secure (17 and 24 percent respectively), and the same is true of older people aged over 60 and people with a low level of education (19 percent in each case). 17
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BIG DATA

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