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.
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.