© 2019 IpsosDAVOS 2019Global Citizens & Data PrivacyAn Ipsos-World Economic Forum Project© 2019 Ipsos 2Project Description Ipsos and the World Economic Forum are launching a research program to track and decode public understanding and acceptance of new technologies across the globe New findings are to be released every six months This report features the results of the first wave of research on Data Privacy that we were unveiled at Davos 2019 This first study was conducted in October-November 2018 among more than 18,800 adults in 26 countriesIpsos-World Economic Forum Tracking Study on Consumer Acceptance of Information Technology© 2019 Ipsos 3HeadlinesIpsos-World Economic Forum: Global Citizens & Data PrivacyWorld citizens are in the dark abouthowtheirpersonalinformationisusedConsumers ask for transparency andassurances of confidentiality and securityThe public values privacy and compensationmore than the benefits of sharing personal dataMost people do not trust howorganizations use their personal data© 2019 Ipsos 4Key Findings (1): Ignorance and DistrustIpsos-World Economic Forum: Global Citizens & Data PrivacyCitizens are in the dark about how their personal information is used, most of all in economically advanced countries Most adults surveyed across the world proffer knowing little or nothing about how much personal data companies and governments hold and how they use it o Only one in three adults globally have a good idea of how much personal data companies hold about them (35%) or what they do with it (32%) o Even fewer have a fair idea of how much personal data national and local authorities hold about them (27%) or what they do with it (23%) Knowledge is generally lower in countries where personal data is more regulatedo Fewer than 20% in Japan, Australia, Belgium, Canada and Germany have a good idea of what companies do with their personal information vs. more than 45% in China, India, Malaysia and Saudi ArabiaTrust is lacking, especially toward media companies and foreign governments In most countries, citizens tend not to trust companies and governments to use the information they have about them “in the right way” o On average, only 36% trust various types of organizations with how they handle personal datao Trust is lowest for foreign governments (20%), and only a minority of citizens trust national government (39%)o Trust is also low for media companies (24%) and search and social media sites (28%) o It is notably higher for healthcare providers (59%) and financial services companies (47%) © 2019 Ipsos 5Key Findings (2): A Call for TransparencyIpsos-World Economic Forum: Global Citizens & Data PrivacyConsumers value privacy and compensation more than see benefits to sharing personal data Globally, most consumers agree that allowing companies to use personal data is something they should be able to refuse (62%) andthat they should be paid or rewarded for it (54%)o Only about half as many agree it helps consumers save time (35%) or save money (28%)o Just 23% agree that it doesnt bother them while twice as many (44%) disagreeTransparency and assurances of confidentiality and security can best allay concerns around usage of personal data Consumers are especially likely to say that they would be more comfortable sharing personal information with a company if it is clear about how it will use the data (67%), promises it wont share the data with third parties (64%) or has never experienced security breaches (62%)o More so than having a lot of experience with it (61%) or being offered some financial compensation (60%) © 2019 Ipsos 6Only one in three adults globally have a good idea of what data companies hold about them or what they do with itHow much data companies hold about youYour rights over the way companies handle your personal informationHow long companies can keep the data they hold about you9% 23% 38% 30%What companies do with the data they hold about you10% 25% 36% 29%9% 24% 39% 28%9% 21% 33% 37%8% 21% 36% 36%How you can access, change or delete the data that companies hold about you8% 19% 35% 38%With whom companies share the data they hold about you or whom they sell it toBase: 18,813 adults aged 16-64 across Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey, United States. October-November 2018Q1. Generally speaking, how much do you know about each of the followingKnow a great deal or fair amount35%33%32%30%28%28%Ipsos-World Economic Forum: Global Citizens & Data Privacy© 2019 Ipsos 7High-income country citizens are even less likely to say they know what data companies hold about them or what they do with itQ1. Generally speaking, how much do you know about each of the following Companies Base: 18,813 adults aged 16-64 across Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey, United States. October-November 2018% know a great deal or fair amount (average for all six statements)SAU51%MYS50%CHN47%IND47%BRA51%TUR 41%PER39%ITA38%POL33%ARG32%CHL31%DEU19%SWE25%RUS33%ZAF32%HUN31%MEX28%USA24%KOR28%GBR27%ESP23%FRA23%AUS17%BEL16%JPN15%CAN17%Global Average 31%40% or more30-39%20-29%Less than 20%Ipsos-World Economic Forum: Global Citizens & Data Privacy© 2019 Ipsos 8Only about one in four adults globally have a good idea of what data authorities hold about them or what they do with itHow much data national and local authorities hold about youHow long national and local authorities can keep the data they hold about youWhat national and local authorities do with the data they hold about you6% 17% 36% 41%Your rights over the way national and local authorities handle your personal information8% 19% 33% 40%7% 17% 31% 45%6% 17% 35% 43%6% 16% 32% 47%With whom national and local authorities share the data they hold about you or whom they sell it to6% 16% 33% 46%How you can access, change or delete the data that national and local authorities hold about youBase: 17,304 adults aged 16-64 Argentina, Australia, Belgium, Brazil, Canada, Chile, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, United States. October-November 2018Q2. Generally speaking, how much do you know about each of the following Not asked in China and Saudi ArabiaKnow a great deal or fair amount27%24%24%23%21%21%Ipsos-World Economic Forum: Global Citizens & Data Privacy© 2019 Ipsos 9Knowledge about authorities access to and usage of personal data is especially low in economically advanced countriesBase: 17,304 adults aged 16-64 across Argentina, Australia, Belgium, Brazil, Canada, Chile, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, United States. October-November 2018Not asked in China and Saudi ArabiaQ2. Generally speaking, how much do you know about each of the following National and Local AuthoritiesMYS33%IND45%BRA35%TUR 32%PER39%ITA30%POL27%ARG30%CHL25%DEU15%SWE20%RUS22%ZAF25%HUN22%MEX22%USA18%KOR19%GBR22%ESP17%FRA18%AUS14%BEL16%JPN10%CAN13%Global Average 23%40% or more30-39%20-29%Less than 20%Ipsos-World Economic Forum: Global Citizens & Data Privacy% know a great deal or fair amount (average for all six statements)© 2019 Ipsos 10Citizens know even less how their governments use their personal data than they know how companies use itBase: 17,304 adults aged 16-64 Argentina, Australia, Belgium, Brazil, Canada, Chile, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, United States. October-November 2018Q1. Generally speaking, how much do you know about each of the followingQ2. Generally speaking, how much do you know about each of the following*For comparison purposes, global averages for companies on this chart exclude China and Saudi Arabia 34% 31% 31% 29% 27% 26%27%24% 23% 24% 21% 21%How much data .hold about youYour rights over theway . handle yourpersonal informationWhat . do with thedata they hold aboutyouHow long . can keepthe data they holdabout youHow you can access,change or delete thedata that . holdabout youWith whom . sharethe data they holdabout you or whomthey sell it toCompanies National and Local authorities % A great deal or a fair amountIpsos-World Economic Forum: Global Citizens & Data Privacy