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Privacy-privy consumers don’t mind some data sharing – with companies they trust

Privacy-privy consumers don’t mind some data sharing – with companies they trust
15 May
5:05

Older Australians understand the role of sharing personal data in today’s Internet economy better than millennials and are less comfortable with exchanging personal data with companies as a result, according to new research designed to gauge changing attitudes towards data privacy.

Some 42 percent of millennials responding to the Association for Data-driven Marketing and Advertising (ADMA)’s Consumer Attitudes to Privacy in Australia report – released to coincide with this week’s Privacy Awareness Week (PAW) said they were more comfortable with the idea of exchanging some personal data with companies than they were previously. This was more than the 35 percent figure for baby boomers, highlighting the growing lack of comfort with data sharing amongst older Australians.

Yet those same older Australians seemed to be making a conscious choice against oversharing: fully 64 percent of those aged 45 to 64 agreed that sharing data and personal information online is part of the modern economy – well ahead of the 54 percent figure amongst 18 to 34 year olds.

The online culture of casual and formal data sharing has become a flashpoint for privacy advocates as the world prepares for increased scrutiny of the handling of private data with the introduction of the European Union’s general data protection regulation (GDPR) on May 25.

Recent surveys of private data handling have not painted a complimentary picture, with one recent scan of open web, FTP and other sites finding more than 3 billion personal data records available for exploitation.

Some 40 percent of those data included personally identifiable information (PII) attributes – potentially providing fodder for identity theft – but the ADMA report found variability in what types of information is considered to be personal: nearly half of respondents don’t think that basic contact details constitute PII.

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