Download our latest Research - Tipping Point, in partnership with CensusWide, showing the number of UK consumers opting out of people-based targeting, and the methods used to do so.

UK Online Consumer Privacy Research

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Tipping Point – UK Online Consumer Privacy Research

We surveyed a representative sample of 2000 UK consumers, to understand their current online privacy behaviours and how they have changed in recent years. 
Top findings
  • The majority of internet users (70%) are now blocking cookies or otherwise masking their personal information on a weekly basis. For example, browsing in private or incognito mode, using Safari as their main browser or regularly clearing their cookie cache. 
  • People who use private browsing are also spending a significant amount of time doing so – on average nearly half (48%) of their time online. And the problem is growing – almost a third (29%) say they spend more time browsing privately compared to a year ago. 
  • When asked why they have become more conscious about online privacy in recent years, ad tracking was cited as the number one reason. Two fifths (42%) said this had made them more privacy conscious in the past three years, more than data breaches (31%) or being targeted by online scammers (31%).  
  • A greater awareness of online privacy is also causing people to question the assumed value exchange the entire advertising ecosystem is built upon – that free content is provided in return for sharing personal data. When asked if their personal data was a fair exchange for a free service, just as many respondents agreed as disagreed (30%). However, the vast majority believe change is needed, with 63% saying advertisers should find a better way to make ads relevant that does not rely on collecting personal information. 
  • The report also highlights that there is a major opportunity for advertisers who are mindful of this sentiment. More than half (52%) of people say they would be more likely to choose a brand if it could prove it never collected or used any personal information for advertising. 

Download the latest
UK Consumers' Online Privacy research

UK Consumers’ online privacy Research

Download here. Understand UK consumers’ online privacy behaviours and how many are blocking cookies. 

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