“Something is happening here, but you don't know what it is, do you, Mr Jones?”
Bob Dylan's lyrics come to mind with the findings of Deloitte’s second Data Nation survey of consumers’ and citizens’ attitudes towards how companies and public sector organisations collect and analyse their personal data. For it reveals a 10% drop in people fully aware of what is being done with their information.
Peter Gooch, privacy practice leader at Deloitte said this shows that people are: “More aware that something is happening with their data, but they don't know what that is and there is increased nervousness.
“There is no real sign of a tipping point, where people see their own data as an asset that can be exploited. Consumers recognise their data as an asset to the extent that they want to protect it, but not to the extent of exploiting it.