However, the vast majority ( 83%) would like more control over their personal information and 88% would like more transparency.

The findings come from the report Global data privacy: What the consumer really thinks commissioned by the GDMA – a group of 27 marketing associations around the world – and cover 10 markets and 11,474 respondents.

Chris Combemale, Group CEO of the DMA, said: “We are in a new era of data privacy. Questions have been raised about whether major data breaches and increased talk about the value of our personal data is impacting consumer anxiety over how their information is used.

“Our research shows that even though consumers are more aware than ever and have concerns about their online privacy, the majority will continue to share their personal information if they trust the organisation and gain something in return.”  

Nearly half ( 49%) of consumers across global markets put ‘trust in an organisation’ in their top three factors that make them happy to share personal information with a company. But most ( 78%) believe businesses benefit disproportionately from data sharing.