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Data Nation 2013

More is better

Context increases acceptance

The Data Nation survey shows that more people accept an organisation's use of data when they are provided with additional context or more detailed information about the benefits they could receive. And although the change in sentiment was not quite as strong when the survey asked about the private sector's use of data, even a one per cent increase in people who say they are happy for their data to be collected and analysed can translate into worthwhile returns for business.

The bottom line for businesses is that context matters: even when a limited amount of additional – but relevant – information is provided to consumers about what will happen with their data or the benefits of data collection, analysis and sharing, people are more likely to welcome such use.

Data Nation 2013

Rising acceptance of tailored offers

Sentiment about targeted marketing is improving: more people are happier to receive tailored communications, adverts or offers for products and services compared to 2012, with the greatest increase amongst those in Generation Y.

Data Nation 2013

Low confidence in how companies use and handle personal data

Despite a slight increase in overall confidence in 2013, our survey shows that nearly three-quarters of the population are still not confident in the way that companies collect, use, handle and share data. And nearly half of people say they are unhappy about targeted marketing. This level of uncertainty and negative sentiment is not sustainable if businesses are to continue using data for commercial gain.

Data Nation 2013

However, knowledge builds trust

Data Nation has found that people who are confident that companies tell them how their personal data is used are between two and three times as likely as the average respondent to be also confident in other areas. For example, they are more confident that their data is kept secure, is used to offer better levels of service or relevant products, and is shared with third parties only with their knowledge and in an anonymised form.

Data Nation 2013

Read chapter 4: Regulation, responsibility and reform  >


  • Awareness falls
    The current state of our data nation.
  • Mind the generation gap
    Dissonance between data creation and data use.
  • More is better
    Acceptance increases 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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