Recently, we launched the latest in our series of GWI Trends – examining the growing importance of online privacy for today’s internet users.

At a headline level, consumers are more concerned about their digital footprint than ever before. Some 58% now say that they are worried about the internet eroding their personal privacy, a figure which has been ticking upwards from 49% back in 2012.

It’s an issue which becomes even more pronounced when we look at corporate use of data in particular. Here, close to two thirds (64%) express concern – a trend which demonstrates why transparent and open data policies have been elevated in importance.

Nevertheless, there are clear age-based patterns to note. While older consumers are the most likely to be worried about privacy, it’s the younger age groups who are more likely to be taking direct action – with 44% of 25-34s having deleted cookies and more than a fifth having used anti-tracking tools within the month. In both instances, that puts them about ten percentage points ahead of 55-64s.

To explore this theme in more detail, you can download the full version of our new privacy trend here.

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Written by

Jason is Chief Research Officer at GlobalWebIndex. He oversees the global research and insight teams, directs the world-leading research study and specializes in analyzing consumer trends. He writes for titles like the Huffington Post and MediaPost and is a frequent contributor to stories on media outlets such as BBC News, CNN, the Guardian, Wall Street Journal and Bloomberg.

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