Less than one in 10 UK consumers surveyed for the research said they are not worried about sharing personal information, and a third ( 33%) said they are worried about being burgled or physically harmed if they share their location data.

The study, conducted in partnership with BuzzBack Research and Cint, surveyed 10,000 consumers in 10 markets.

While the majority of UK respondents ( 89%) feel government legislation is essential for protecting against the misuse of personal data, only 28% agreed that current laws and regulations ensure this.

Most respondents ( 86%) accepted that it is their individual responsibility to be aware of who they’re sharing information with, but over three out of four respondents agreed with the statement: ‘it’s difficult to find information about how best to protect my privacy’.

Additionally, 37% of UK respondents said they would be ‘far more likely’ to trust companies they know handle their personal data correctly.

Finn Raben, director general of Esomar, said: "In the UK, almost two-thirds of people have either had their emails or bank account hacked, their personal details leaked, or some other nefarious misuse of their personal data. People are understandably wary about sharing personal data. What this study shows us is that it possible to collect the data that businesses need to provide and improve offers and services, while at the same time respecting the consumer through ethical and transparent data practices."