Online Data Privacy from Attitudes to Action: an evidence review

In ‘Online Data Privacy from Attitudes to Action’ we explore what existing research says about what the UK public think about data privacy, the behaviours they undertake to protect their privacy and the data trade-offs they are willing to make. The evidence review, delivered by Ipsos MORI Scotland, highlights that the available literature provides not only consistent but also inconclusive and even contradictory findings, summarised in 13 concluding messages. Importantly, a clear gap exists between the concerns the UK public have around their data privacy and the steps they take to protect it. The report is intended to provide a robust, timely and neutral evidence base from which to draw informed opinions with regards to data privacy attitudes and actions.