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Data Nation 2013

Mind the generation gap

Our digital footprints are growing

As individuals and as a nation, we are creating an ever-bigger digital footprint. Almost everything we do online – and many things we do offline – generates data that is either collected by or accessible to businesses.

Data Nation

Awareness increases with age

The younger generations tend to be the more prolific generators of data. Yet, they are also the least likely to be aware that companies collect data about them and their activities. Despite, or perhaps because of, this lack of awareness, young people exhibit greater confidence than others that companies use their data securely and for their benefit.

Data Nation

Read chapter 3: More is better  >


  • Awareness falls
    The current state of our data nation.
  • Mind the generation gap
    Dissonance between digital trail and data use.
  • More is better
    Increase acceptance with the right context.
  • Regulation, responsibility
    and reform
    Lessons from the cookie law.
  • The outlook
    Transparency and growth in the future of data nation.
  • Appendix
    Full survey questions and results.

Further information

Read the full report   Read the full report
View the executive summary and download the full report.

Key contacts

  • Harvey Lewis
    Analytics Research Director
    Deloitte Insight
    +44 (0)20 7303 6805
  • Peter Gooch
    Director and Privacy
    Practice Leader
    Audit Advisory Services
    +44 (0)20 7303 0972

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