Willingness to share personal data with online firms UK 2022

A 2022 survey of consumers in the United Kingdom found that 45 percent of respondents were unwilling to share financial information, such as income details, with online companies they were dealing with for the first time. A further 37 percent said they were not eager to share health and location information. Other personal details, such as name, demographic information, and contact information, came more easy to share for consumers, with around 60 percent respondents reporting to be somewhat willing to share personal information. About five in 10 respondents said they would share information about their gender online.

Willingness of consumers in the United Kingdom (UK) to share personal data with online companies as of July 2022

Characteristic	Not willing to share	Somewhat willing to share	Very willing to share
Personal information (e.g. name, date of birth)	24%	61%	15%
Demographic information (e.g. age, occupation)	12%	59%	29%
Contact information (e.g. home address)	27%	58%	15%
Gender identification	6%	43%	52%
Location information (e.g. GPS location)	37%	51%	11%
Sentiment (e.g. product ratings, reviews)	12%	47%	40%
Financial information (e.g. income)	45%	46%	9%
Health information (e.g. health rate)	37%	46%	18%

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Release date

November 2022

More information

Region

United Kingdom

Survey time period

July 5th to 15th, 2022

Number of respondents

1,023 respondents

Age group

18 years and older

Special properties

consumers interested in checkout-free shopping

Supplementary notes

The original question was phrased by the source as follows: "Rate your willingness to share the following types of personal data with an online company that you are doing business with for the first time."

Figures may not add up to 100 due to rounding.

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