As we emerge from the pandemic, habits such as scanning QR codes and sharing vaccination status have made Australians more aware of their personal data, who it is shared with and how it is used. Whilst the level of concern over how businesses use consumer data has reduced from its highest point in 2018, many Australians still sit within the paradox of not knowing if the utility they receive from sharing their data outweighs their data privacy concerns.

1. Three quarters (73%) of respondents who believe that companies use their personal data feel concerned about the way it is used.
2. Overall, two in three applicable respondents are willing to share proof of vaccination status with workplaces, entertainment facilities, event providers and holiday companies meaning one in three Australians are either not willing to share their vaccination status (17%) or are undecided (14%).
3. One in three (32%) respondents stopped using social media platforms in the last 12 months, of which almost half say they stopped using them permanently. Of the respondents that stopped using social media platforms, 28% of them cited privacy concerns as a reason for quitting.

In the context of changes to the Privacy Act expected in the next 12-18 months we look at consumer attitudes to data privacy, how consumers are evolving their data sharing habits and the implications for businesses.

Australian consumers have never been more aware of the use of their personal data by the companies they interact with. This perhaps isn’t surprising given that in the last 12 months many Australians have happily scanned a QR code to enter stores and workplaces. However, in a post-pandemic world will consumers continue to be willing to share their information with businesses and organisations they interact with to the same degree or will we see a trend to a more considered sharing of personal data?

Some consumers certainly see the benefits of sharing their data such as better personalisation of information and advertising. At the same time, there is evidence of self-regulation of data sharing through selective permissions in apps (e.g. access to contacts, locations) or even consumers cancelling a service/platform subscription because of privacy concerns. These evolving attitudes, mixed with expected updates to the Australian Privacy Act in the next 12-18 months, make for an absorbing start to the world of post-pandemic privacy.

Australians are more aware than ever before that their personal data is used by companies. 85% of respondents believe that the companies they interact with are using their personal data, up from a steady 80% over the last 3 years. A number of factors might be at play including a greater level of tech literacy in the population as a result of the pandemic as evidenced by a decline in the number of respondents who were unsure if companies used their personal data or not.

Do you believe that the companies you interact with online use your personal data?

(Base: All adults 18-75 who have a phone or smartphone)

COVID-19 has continued to normalise behaviours around sharing data, with most people willing to cooperate if it means achieving positive health outcomes or expedites a return to normality. QR code scanning at public locations via government apps was quickly accepted as a short-term solution in all states and territories, allowing Australians to return to a ‘normal lifestyle.’

Overall, two in three applicable respondents are willing to share proof of vaccination status with workplaces, entertainment facilities, event providers and holiday companies. However, this still leaves one in three Australians who are either not willing to share their vaccination status (17%) or are currently undecided (14%). Respondents were most likely to share proof of vaccination status with their employer (69%) but least likely to share proof of vaccination status with entertainment facilities (62%).

I would share proof of my COVID-19 vaccination status via an app if I was asked to do so by the following:

(Base: All applicable adults 18-75)

There are a range of tools available to help protect consumers who are concerned about privacy and the use of their data. However, despite 73% of respondents being concerned about privacy, uptake of these tools is still low. Only 36% of respondents have ever used a privacy first web browsing tool (such as DuckDuckGo) to limit ad tracking, and only 8% of respondents use them consistently. When installing new apps, 54% of respondents restrict the level of access requested by refusing permissions more than half of the time. Although older age groups have the greatest privacy concerns, contradicting behaviours around accepting and rejecting app permissions highlight a potential gap in digital literacy. However, it is not just the older demographic who are stumped on how to protect their privacy, despite wanting to. Responses across all demographics suggest that consumers are not motivated enough to take action or are not educated on the tools available and how to use them.

This lack of consistency amongst business’ approach to privacy as well as consumer need has led the government to consider additional protections through updates to the Privacy Act. Whilst still in draft format, changes are expected to better protect consumers (particularly children). The government will also investigate how consent is obtained and the mechanisms around the collection and usage of personal data.

How often do you refuse app permissions (giving access to photos, content, etc.)

 (All adults 18-75 who have a phone or smartphone)

The pandemic has led to heightened awareness around the use of consumer personal data. Although some consumers can see the potential personalisation benefits that come with this data usage, many still sit within the paradox of not knowing if the utility they receive from sharing their data outweighs their privacy concerns. Although many people are becoming increasingly comfortable sharing personal information to live a normal life, it remains to be seen for how long this level of comfort will continue. Although there are a range of tools available for consumers to self-regulate the data they share, there is acknowledgement by the government that this is not sufficient and further regulation is required to properly protect consumers. The next 12-18 months will be critical for businesses to build and maintain trust with customers as we determine whether enough is being done to enable consumers to control their privacy in a post-pandemic world.