As we enter the new decade – one that has already been called the Age of Data – we thought it would be interesting to take a quick look at who knows what about the Regulation that protects the information of customers in the EU.
A Special Eurobarometer carried out by Kantar last year shows that the majority of people in the EU have heard of GDPR. The majority (67 per cent) of respondents have heard of GDPR: 36 per cent have heard of it and know what it is, and 31 per cent have heard of it but don’t know exactly what it is. Awareness of the regulation is highest in Sweden with 90 per cent of the population saying they have heard of it, followed by the Netherlands (87 per cent) and people living in Poland (85 per cent). The UK ranks 13th in the poll with 71 per cent of people having heard of GDPR. France, Italy and Belgium were found to have the lowest awareness with 53 per cent, 49 per cent and 44 per cent respectively.
The socio-demographic analysis shows no difference based on gender, but does illustrate that respondents aged 25-54 (75%) are the most likely to have heard of GDPR – and particularly to have heard of it and know what it is – compared to younger (66%) and older respondents (58%).
Unsurprisingly managers (86%) are the most likely to have heard of GDPR, particularly compared to retired persons (55%). Moreover, the more affluent are more likely to have heard of GDPR (and in particular to know what it is). For example, 71% of those who experience the least difficulties in paying bills have heard of GDPR, compared to 49% of those who experience the most difficulties. Daily Internet users (75%) are more likely to have heard of GDPR than those who use it less frequently (60%) or who never use it (39%). In a similar vein, respondents who regularly shop online (79%) are more likely to have heard of GDPR than those who do so less frequently (74%) or never (61%). The analysis also highlights that respondents who have changed the privacy settings on their social network profile(s) are more likely to have heard of GDPR than those who have not (80% vs 65%). Perhaps not surprisingly, those who say they always (84%) feel informed about the conditions under which their data is collected and used are more likely to have heard of GDPR than those who say this only applies sometimes (77%), rarely (70%) or never (56%).
All respondents were asked whether they have heard of a number of rights guaranteed by the regulation. Almost two thirds (65%) have heard of the right to access their data, while 61% have heard of the right to correct their data if it is wrong. At least half of all respondents have heard about the right to object to receiving direct marketing (59%), the right to have their data deleted and forgotten (57%) and the right to move their data from one provider to another (50%). Just over four in ten (41%) have heard about the right to have a say when decisions are automated. In most cases more than one in ten respondents have already exercised these rights. Almost one quarter (24%) have exercised their right to object to receiving direct marketing. Almost one in five (18%) have exercised their right to access their data, while 16% have exercised their right to correct their data if it is wrong. Just over one in ten (13%) have exercised their right to have their data deleted and to be forgotten, and the same proportion (13%) have exercised their right to move data from one provider to another. Finally, 8% have exercised their right to have a say when decisions are automated.
So there you have it. Considering GDPR is not yet 20 months old it has clearly made an impression on consumers in the EU. Increasingly customer know their data rights and as we enter the Age of Data where it is predicted that there will be unprecedented levels of new data combined with exciting new technologies and 5G it will be critical for marketers and businesses to ensure that their data processing is compliant in order to best communicate and engage with their customers.
For more information on how we can help you navigate GDPR please don’t hesitate to contact us.