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Tech trends: ICT in the UK today – CONSUMER TRENDS

Consumers more cautious about sharing data

British consumers are three times more likely to give their email address to a bank (68%) than to a company manufacturing smart IoT devices (19%). When given a choice between a more personalised, data-driven service or a free, generic service with non-targeted advertising, 16% would choose the former and 50% the latter. Evidence, says data-to-everything platform provider Splunk, that UK consumers are becoming more cautious about sharing data, just as 77% of UK businesses seek to accelerate their use of data to improve decision-making and power innovation.

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TechnologyReseller: 2021