Personal data concerns surge as consumers seek control: Dentsu report

The rise of data hacks and scams has fuelled a surge in sensitivity from consumers as they seek more control over their personal data, according to a new report.

Findings from the advertising group’s Data Consciousness Project show 87 per cent of Australians surveyed want to be able to take control of the data they generate.

Australians want more power over their data and more transparency from companies about how and why personal data is being used, new research from Dentsu reveals.

The findings from the advertising group’s Data Consciousness Project show 87 per cent of Australians surveyed want to be able to take control of the data they generate, and choose which companies they share it with.

More than three-quarters (83 per cent) want to be able to refuse to share their personal data with businesses, while 73 per cent expect that companies and organisations will use it to benefit the consumer and not the business. More than half (55 per cent) are interested in receiving financial benefits in exchange for organisations using their data, up from 41 per cent of consumers surveyed in 2022.

The findings illustrate the awareness and understanding of data among Australians, particularly in the wake of large-scale data breaches, such those involving Optus and Medibank, and the growing number of scams, said Dentsu head of intelligence Christine McKinnon.

“People are a lot more aware of their vulnerability around data because they’re being hacked and they have a real concern about being targeted,” Ms McKinnon said.

“They’re aware of the real vulnerability that exists for them if their data is being abused or if it is not being guarded.”

It comes as the government begins to tighten its privacy laws, with recent changes being generally welcomed. However, Ms McKinnon said the findings revealed consumers expected more transparency and detail from businesses about their data.

“People want to understand the benefit that they’ll be getting in return for their data, and they want to be able to control what data brands can access without compromising the service or benefits that they receive,” she said.

The report, now in its sixth year, also reveals concerns about the changing nature of data.

“We’re not necessarily going to be talking about our name, address and telephone numbers anymore; we’re going to be talking about biometric data, psychological data,” Ms McKinnon said.

“Data that is going to provide brands with insights that we don’t really even understand ourselves. It could be movement data, keystroke data, facial recognition data. And one of the biggest issues with data sensitivity is what happens when it is combined with AI?”

The research involved a survey of 3316 Australians aged between 16 and 64.