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Tolerant
ABC35%
Around one in three people in the UK would best be described as Tolerant in respect to their attitude towards sharing consumer data online.

Tolerant users are on average younger than the other data attitude families and spend significantly more time online, around five hours a day on average. Most are tech savvy and tend to be early adopters of new technology.

For the most part, Tolerants are apathetic towards their personal data being collected by organisations and are comfortable with companies making inferences about them. However there are limits. Tolerants get concerned with the idea that companies share or sell their online data to third parties outside their control.
A. Tolerant Activist
28%
thedatadozen
TolerantActivist
SEGMENT:Tolerant
Tolerant Activists spend a lot of time online for both work and play. They are tech savvy and relaxed about sharing personal data online, perhaps because they are confident on how to control what is shared. They actively restrict what data can be observed about them and many 'dirty' their data, giving misleading information to companies trying to observe them.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

High
Practical
High
Leisure

Demographic

40%
Female
60%
Male

Age

18 - 34
45%
National Avg: 28%
35 - 54
39%
National Avg: 34%
55+
17%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
low
Key survey questions
23%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
24%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
20%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
low
Key survey questions
87%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
51%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
51%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
high
Key survey questions
79%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
99%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
88%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
59%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
60%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
med
Key survey questions
81%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
58%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
22%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
3%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
med
Key survey questions
7%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
5%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
8%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
49%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
67%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
57%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
high
Key survey questions
11%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
47%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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B. Tolerant Casual
46%
thedatadozen
TolerantCasual
SEGMENT:Tolerant
Tolerant Casuals use the internet regularly for both work and play. Normally in their late forties, they are comfortable with their data being collected by firms, maybe as they accept that this is the 'cost of doing business'. However, they don't like information about their online habits being shared or sold to third parties. Despite this they rarely take action to protect themselves.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Medium
Practical
Medium
Leisure

Demographic

52%
Female
48%
Male

Age

18 - 34
21%
National Avg: 28%
35 - 54
44%
National Avg: 34%
55+
35%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
low
Key survey questions
34%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
24%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
21%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
med
Key survey questions
87%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
56%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
49%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
high
Key survey questions
87%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
98%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
85%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
57%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
56%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
med
Key survey questions
69%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
53%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
22%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
5%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
med
Key survey questions
5%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
2%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
0%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
low
Key survey questions
7%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
17%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
20%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
med
Key survey questions
1%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
3%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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C. Tolerant Maximiser
27%
thedatadozen
TolerantMaximiser
SEGMENT:Tolerant
Young and tech savvy, Tolerant Maximisers are often early adopters of new technology. They spend much of their time connected to the internet and enjoy the convenience of online shortcuts, such as logging into services using their social media account. They are comfortable with data collection and much less likely to be concerned with how their information is being shared.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

High
Practical
High
Leisure

Demographic

48%
Female
52%
Male

Age

18 - 34
60%
National Avg: 28%
35 - 54
29%
National Avg: 34%
55+
11%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
low
Key survey questions
18%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
27%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
20%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
low
Key survey questions
83%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
47%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
42%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
75%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
99%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
79%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
55%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
52%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
high
Key survey questions
78%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
61%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
29%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
8%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
high
Key survey questions
31%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
15%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
45%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
32%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
49%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
24%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
med
Key survey questions
4%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
21%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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Concerned
ABC29%
Those users identified as Concerned tend to be slightly older than most, with an average age in the mid-fifties. They share the universal trait of being concerned about organisations predicting their personal characteristics and using their data nefariously.

The Concerned are worried about having organisations making inferences about them, and at the same time are more likely to feel in control of their data than average.
A. Concerned Activist
23%
thedatadozen
ConcernedActivist
SEGMENT:Concerned
Digital safety is important for Concerned Activists. They are likely to upgrade to the latest tech when it comes out and spend a lot of time online particularly for practical purposes such as shopping, price comparison, or banking. They are not comfortable with organisations using their online data, however they are confident they know how to control the information they share.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Medium
Practical
Medium
Leisure

Demographic

56%
Female
44%
Male

Age

18 - 34
33%
National Avg: 28%
35 - 54
35%
National Avg: 34%
55+
32%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
high
Key survey questions
86%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
92%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
91%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
high
Key survey questions
94%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
87%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
89%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
92%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
99%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
high
Key survey questions
96%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
84%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
81%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
high
Key survey questions
94%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
81%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
19%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
5%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
low
Key survey questions
2%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
3%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
7%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
71%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
74%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
67%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
high
Key survey questions
11%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
31%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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B. Concerned Browser
57%
thedatadozen
ConcernedBrowser
SEGMENT:Concerned
Concerned Browsers are older than the average online user, with the majority over 50 years old. Most use online apps and services - just not very often. They don't always understand what organisations do with their data and are often worried about having companies making inferences about them. However, they are more likely to feel in control of their data than average, despite the fact that they are not taking as much protective action as they should.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Low
Practical
Low
Leisure

Demographic

61%
Female
39%
Male

Age

18 - 34
9%
National Avg: 28%
35 - 54
28%
National Avg: 34%
55+
63%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
high
Key survey questions
93%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
96%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
91%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
med
Key survey questions
88%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
85%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
80%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
97%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
99%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
high
Key survey questions
96%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
79%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
77%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
high
Key survey questions
83%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
82%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
31%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
16%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
low
Key survey questions
2%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
0%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
0%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
low
Key survey questions
8%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
11%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
10%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
low
Key survey questions
1%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
1%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
Which profile is most like you?
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C. Concerned Maximiser
20%
thedatadozen
ConcernedMaximiser
SEGMENT:Concerned
Concerned Maximisers spend a lot of time online, more often than not via a smartphone or tablet rather than a desktop computer. They are early adopters and like the convenience of online shortcuts. They tend to feel comfortable they know how to control their data, but have concerns about organisations predicting their personal characteristics and using their data nefariously. As such, they quite often actively protect themselves when online.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

High
Practical
High
Leisure

Demographic

50%
Female
50%
Male

Age

18 - 34
33%
National Avg: 28%
35 - 54
44%
National Avg: 34%
55+
23%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
high
Key survey questions
85%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
89%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
86%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
med
Key survey questions
77%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
71%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
77%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
89%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
99%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
96%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
71%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
62%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
high
Key survey questions
89%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
79%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
27%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
13%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
high
Key survey questions
24%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
28%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
36%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
39%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
30%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
28%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
med
Key survey questions
4%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
14%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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Anxious
ABCD23%
Anxious users are older than other data family groups with an average age in their late-fifties. The Anxious are worriers and engage with the internet less than other groups using apps or online services a little less than average. They mostly use online services for function rather than fun.

When they do go online, the Anxious are fairly wary of having data collected from them, and aren't confident that they can control what they share.
A. Anxious Activist
14%
thedatadozen
AnxiousActivist
SEGMENT:Anxious
The Anxious Activist is online a lot, but mostly for function rather than fun. While online they are wary by nature and understand the risks they face. Predominantly under 45, they are not always confident they know how to control their data, but they do tend to check privacy settings, clear cookies, and give false or separate email accounts for unwanted messages. They are more likely than average to worry that companies are making assumptions about them.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

High
Practical
Medium
Leisure

Demographic

42%
Female
58%
Male

Age

18 - 34
32%
National Avg: 28%
35 - 54
45%
National Avg: 34%
55+
22%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
high
Key survey questions
82%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
84%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
78%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
high
Key survey questions
93%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
89%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
85%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
88%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
99%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
79%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
79%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
70%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
low
Key survey questions
41%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
13%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
22%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
0%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
med
Key survey questions
12%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
0%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
13%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
48%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
61%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
42%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
high
Key survey questions
26%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
70%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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B. Anxious Browser
39%
thedatadozen
AnxiousBrowser
SEGMENT:Anxious
Anxious Browsers are the oldest of all the Data Dozen, with an average age in the mid-sixties. Anxious Browsers don't engage with the internet for long, and rarely use apps or online services. Indeed, only half of them own a smartphone. They often don't see a benefit in sharing their data and aren't confident that they can control what they share. When online, they rarely protect themselves.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Low
Practical
Low
Leisure

Demographic

63%
Female
37%
Male

Age

18 - 34
7%
National Avg: 28%
35 - 54
19%
National Avg: 34%
55+
74%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
high
Key survey questions
90%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
88%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
88%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
high
Key survey questions
91%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
91%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
87%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
97%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
98%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
low
Key survey questions
75%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
44%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
44%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
low
Key survey questions
35%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
10%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
15%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
4%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
low
Key survey questions
2%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
1%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
0%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
low
Key survey questions
0%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
6%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
7%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
low
Key survey questions
0%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
2%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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C. Anxious Maximiser
14%
thedatadozen
AnxiousMaximiser
SEGMENT:Anxious
Anxious Maximisers typically spend a lot of time online and take online shortcuts like saving credit card details and using social media accounts as logins. Perhaps as a result of this, most of them have low confidence in their ability to control their data. They continue to interact online, but perhaps with a sense of anxiousness and paranoia about what they can and cannot share.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

High
Practical
High
Leisure

Demographic

49%
Female
51%
Male

Age

18 - 34
40%
National Avg: 28%
35 - 54
39%
National Avg: 34%
55+
21%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
med
Key survey questions
71%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
77%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
81%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
med
Key survey questions
94%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
85%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
81%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
96%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
100%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
68%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
72%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
42%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
low
Key survey questions
29%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
13%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
19%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
4%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
high
Key survey questions
32%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
28%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
36%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
med
Key survey questions
38%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
28%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
37%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
med
Key survey questions
1%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
7%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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D. Anxious Protector
33%
thedatadozen
AnxiousProtector
SEGMENT:Anxious
Typically over 45, Anxious Protectors use the internet sporadically and when they do, they are not confident online. They are often concerned about organisations making inferences about them, and many are quick to take precautions by checking privacy and permissions settings, and clearing cookies.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Medium
Practical
Medium
Leisure

Demographic

58%
Female
42%
Male

Age

18 - 34
18%
National Avg: 28%
35 - 54
33%
National Avg: 34%
55+
48%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
high
Key survey questions
88%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
89%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
91%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
high
Key survey questions
94%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
91%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
92%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
med
Key survey questions
96%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
98%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
80%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
67%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
53%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
low
Key survey questions
42%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
7%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
14%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
5%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
low
Key survey questions
0%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
5%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
1%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
31%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
52%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
41%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
med
Key survey questions
0%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
2%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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Liberal
AB13%
Liberal users make up just over a tenth of all online users and are fairly likely to be men. Liberals don't tend to mind that companies are collecting data from them or that companies will be using that data to make inferences about their character. Interestingly, they also have a very low concern about their data being sold on to third parties.

Liberals are more likely to envisage the benefits they might receive from sharing their data online, believing that a connected world brings with it opportunities.
A. Liberal Browser
59%
thedatadozen
LiberalBrowser
SEGMENT:Liberal
Spending limited time online, Liberal Browsers are often older than average users, around their mid-fifties. They typically take little action to protect their personal data from being collected. Fewer are aware that companies infer information about them than average, and many have a low understanding of how or how to protect themselves.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Low
Practical
Low
Leisure

Demographic

36%
Female
64%
Male

Age

18 - 34
23%
National Avg: 28%
35 - 54
28%
National Avg: 34%
55+
49%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
low
Key survey questions
21%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
24%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
19%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
med
Key survey questions
66%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
54%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
52%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
low
Key survey questions
32%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
26%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
med
Key survey questions
68%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
42%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
53%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
med
Key survey questions
59%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
44%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
high
Key survey questions
38%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
29%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
med
Key survey questions
3%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
3%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
1%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
low
Key survey questions
8%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
9%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
13%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
med
Key survey questions
1%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
3%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
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B. Liberal Maximiser
41%
thedatadozen
LiberalMaximiser
SEGMENT:Liberal
Young and laid back, Liberal Maximisers spend a lot of time online using the latest technology and tend to be happy sharing their personal data via multiple online platforms. They also don't mind companies inferring details about their character or selling it on to third parties, perhaps as they believe it can enhance their online experience.

Profile

Average daily time spent online

Nat Avg: 24%
Less than an hour
Nat Avg: 38%
Between 1 and 3 hours
Nat Avg: 38%
3 hours or more

Internet use

Medium
Practical
High
Leisure

Demographic

35%
Female
65%
Male

Age

18 - 34
59%
National Avg: 28%
35 - 54
35%
National Avg: 34%
55+
6%
National Avg: 38%
Demographics and internet use for this profile

Attitudes

Concern about inferences being made
low
Key survey questions
17%%
National Avg: 57%
% concerned if organisations can categorise someone based on age, income and gender
27%%
National Avg: 59%
% concerned if organisations can predict an individual's personality
27%%
National Avg: 56%
% concerned if organisations can predict an individual's lifestyle
Comfort with data collection methods
low
Key survey questions
58%%
National Avg: 85%
% uncomfortable with organisations using information that you may have privately provided to organisations
53%%
National Avg: 70%
% uncomfortable with organisations using iInformation from things that organisations have observed about you
46%%
National Avg: 67%
% uncomfortable with organisations using information organisations may have worked out or guessed about you from your shopping habits, or browsing history
Concern about organisations selling information
low
Key survey questions
30%%
National Avg: 82%
% concerned if organisations can sell anonymised information about an individual to a third party
25%%
National Avg: 89%
% concerned if organisations can sell information to third parties about an individual which hasn't been anonymised
Feel they don't benefit from data collection
low
Key survey questions
64%%
National Avg: 83%
% that agree I am very cautious about sharing my information with other people and organisations
42%%
National Avg: 62%
% that agree I don't like seeing adverts on websites and social media based on my previous searches
39%%
National Avg: 59%
% that agree I don't benefit from sharing my personal information with organisations
Feel they have personal control of their data
med
Key survey questions
78%%
National Avg: 69%
% that agree I feel confident that I know how to control what information I do and don't share with organisations
57%%
National Avg: 52%
% that agree I feel in control of what is seen about me on the internet
Don't care about data they share
med
Key survey questions
39%%
National Avg: 25%
% that agree I don't care if people see what I post on the internet
18%%
National Avg: 10%
% that agree I don't care what organisations do with the information I share with them, as long as I get what I want

Behaviours

Online shortcuts
high
Key survey questions
26%%
National Avg: 10%
% often/always allow a website to automatically save and remember your payment card details
22%%
National Avg: 7%
% often/always share your location on social media platforms such as Facebook or Twitter
30%%
National Avg: 11%
% often/always use your social media account to log in to other services
Data restriction
high
Key survey questions
37%%
National Avg: 25%
% often/always check your privacy settings on social media and email platforms
36%%
National Avg: 33%
% often/always restrict permissions on what information apps and websites can access on your device
38%%
National Avg: 28%
% often/always clear browsing history or cookies
Dirtying data
high
Key survey questions
11%%
National Avg: 4%
% often/always deliberately give incorrect information on a form, such as email address, date of birth, or phone number
22%%
National Avg: 15%
% often/always use a different email account for websites which you don't want to receive communication from
Which profile is most like you?
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