More than three-quarters (76 per cent) of Canadians, are pragmatic or unconcerned about sharing their personal data. This view is even more prevalent among Canadians millennials, at 86 per cent, according to a survey from the Canadian Marketing Association (CMA).
The study, “Data Privacy – What the Canadian Consumer Really Thinks”, shows that people’s comfort with data-sharing is increasing. Forty per cent of consumers (44 per cent of millennials) state they feel comfortable with data exchanges. Two-thirds of Canadians (66 per cent) agree that disclosing personal information is increasingly part of modern life. More than a third (35 per cent) even agree it’s essential for the smooth running of modern society (including 45 per cent of millennials).
Personal data survey key findings:
- While 77 per cent of Canadians (67 per cent of millennials) have some concern about their online privacy, more than half (55 per cent) are happy with the amount of personal information they give to organizations.
- Forty percent of consumers (44 per cent of millennials) state they feel comfortable with data exchanges.
- Thirty-six per cent of consumers (39 per cent of millennials) say that, as long as data is not abused, privacy is less of an issue than it used to be.
The research is part of a global study conducted by Foresight Factory in 10 countries (Argentina, Australia, Canada, France, Germany, Netherlands, Singapore, Spain, UK and US) on behalf of the Global Alliance of Data-Driven Marketing Associations. Findings are based on an online survey, conducted in November 2017, of at least 1,000 people in each market.