Today’s world runs on data. We all leave footprints in the digital world, from the profiles we build of ourselves online, to the countless internet searches we conduct each week, to the information we share via a myriad of apps downloaded on a multitude of devices.

That’s why we sanctioned a comprehensive research programme into this topic. Specifically, we sought to discover:

  • How aware people are of data sharing
  • Understanding why customers value privacy, and the contrasts with what is shared socially online
  • How different people approach the value-exchange in terms of data sharing
  • Understanding the different drivers to agreeing to, and being comfortable with, data sharing.

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