UK consumers are happy to share their information for clear benefits, although they know companies gain more from the exchange

UK consumers are predominantly pragmatic when it comes to their data. Almost half (46%) will exchange it with businesses as long as there is a clear benefit, shows "UK Data Privacy: What the Consumer Really Thinks," a 2022 report by DMA, Acxiom, and Foresight Factory.

Since 2012 there has been a clear shift towards a UK consumer who is more likely to view personal data as having an intrinsic value that can be utilized for personal advantage. In 2022, 61% viewed their personal information as an asset that can be used to negotiate better prices and offers with companies, up from 40% in 2012.

At the same time, an increasing number of people feel more comfortable with exchanging personal information with companies, with 55% agreeing with this statement in 2022 compared to 49% in 2015. At the same time, the proportion of UK consumers who claim to be happy with the amount of personal information they give to organizations has also increased, rising from 57% in 2012 to 64% in 2022.

However, almost 7 in 10 (68%) UK consumers believe businesses benefit most from data exchange. And they are right. By understanding their customers better, companies can identify new opportunities and create tailored products and services which translate into profit.

You may find interesting: A snapshot of the digital you: What info do big data companies collect, and why does it matter?

How to take better care of your data

You can better control what data to disclose and find a balance between convenience and privacy by using specific solutions on top of security for your devices.

Bitdefender VPN helps keep your data safe and secure when browsing the internet. When you connect to the internet through Bitdefender VPN, your traffic is encrypted and routed through a secure server before it reaches the website you're trying to access. In addition, a VPN can also help to hide your real IP address, making it more difficult for businesses and advertisers to track your online activity.

Bitdefender Password Manager is one of the best ways to protect your online accounts by using strong, unique passwords for each of them. However, remembering all of these different passwords can be difficult. That's where a password manager comes in - a tool that stores all your passwords in one secure location. This way, you only have to remember one master password to access all of your other accounts.

Digital Identity Protection helps you keep tabs on how your personal information is used online. It scans the web for personal data leaks, monitoring if your accounts are exposed. This way, you can catch any suspicious activity early and take steps to protect yourself from identity theft.

Read more about our security, privacy and identity protection solutions, here.