GRBN Trust and Personal Data Survey Report - Part 2 - Regions and countries - 2014 12 03

Trust & Personal Data
Report – Part 2
December 2014

About the report
This report investigates the issue of personal data usage from the aspects of familiarity,
concern, trust and sensitivity.
Part 1 of the report looks at the global results, as well as the regional and country
differences
Part 2 of the report deep dives into the results by region and country
Both parts contain the key findings and conclusions from the survey.
On the issue of trust we investigated 17 types of organisations, and on the issue of
sensitivity we covered 29 different types of data. Data was collected in 24 countries
worldwide with a total of over 23000 people participating in the survey, giving a total of
over 1.1 million data points.
The report is not intended to be read cover-to-cover, but rather the reader is encouraged
to use the navigation tools to skip to sections of interest. To facilitate this, links have been
embedded into the images on the table of contents pages, and from the bottom right
hand corner of each page the reader can return back to the table of contents.
This report would not have been possible without the support of our sponsors,as well as
the support of the regional federations and national associations belonging to the GRBN.
By clicking on their ads or logos you can navigate to their websites for further information.
I would also like to thank the national association representatives who provided
commentary, thus giving insight into the results from their country’s perspective, as well
as Lenny Murphy from Greenbook and Melanie Courtright from Research Now for the
conclusions they have drawn from the data.
Andrew Cannon
GRBN Executive Director
4th December 2014

Trust and Personal Data Report - Contents
Introduction
Key findings by Region
and Country

Introduction
c
Methodology
General key findings
General conclusions
Market Research Industry key findings
Market Research Industry Conclusions
Foreword
About the GRBN

Methodology (1/3)
Research Now co-operated with the GRBN on this initiative, conducting the fieldwork, as well as providing programming and data processing resources.
Research Now was supported by OnDevice in two countries (Mongolia and Thailand).
Fieldwork was conducted in 24 countries worldwide, with approximately 1000 on-line interviews per country (500 in Mongolia) for a total sample of just over
23700 respondents.

Methodology (2/3)
The sample per country was defined as either 18+ year olds or 18-64 year olds*, and where internet penetration is relatively
low, the sample was additionally defined as an internet user sample rather than total population sample.# See next page.
In all countries, except Mongolia and Thailand, sample was drawn from on-line access panels, whilst in Mongolia and
Thailand mobile river sample was used. The different methodology in those two countries may impact the results, especially
with respect to attitudes towards the market research industry.
As with all cross-cultural studies, care needs to be taken when comparing and interpreting the results across countries, and
regions, due to possible scale-usage bias. Please click here to read a Research Now white paper on this subject. In addition to
scale-usage, historical and cultural factors may also influence how people relate to the questions we have asked, in particular
the ones concerning trust and sensitivity.
A further description of the methodology can be accessed here.

Methodology (3/3)
January
2014
February
2014
March
2014
April
2014
June
2014
September
2014
Pilot Wave
May
2014
July
2014
August
2014
ARIA Survey
• Argentina
• Brazil
• Canada
• Mexico
APRC Survey
• Australia
• China *#
• Japan
• Malaysia#
• Mongolia #
• New Zealand
• Singapore*
• South Korea*
• Taiwan #
• Thailand *#
EFAMRO Survey
• Finland
• France
• Germany
• Ireland
• Italy
• Netherlands
• Spain
• Sweden
• UK
• US

Foreword
As our world becomes more and more digitalised, more and more data, including personal data, is being
collected on people; as citizens, customers and consumers. Whilst much of this data is being used to
create and deliver added value to those about/from whom the data is collected, this is not always the
case, and in certain cases the, so-called, data subject might actually be harmed by the activity.
As the volume of data increases and the uses multiple, so does the risk of inadvertent misuse. And in
addition to the legitimate collection and use of data on people, the amount of fraudulent activity is also
expected to also increase significantly. According to a report by PWC: “The total number of security
incidents…climbed to 42.8 million this year, an increase of 48% from 2013.*
As both inadvertent and deliberate misuse becomes more commonplace, it is expected that media
coverage of this issue will expand, and as a result awareness of personal data issues amongst the general
public will increase. This, in turn, may well increase the level of concern people feel about the risks.
As people become more aware of the issue, we believe they will also attach more value to their data.
According to a study in France by Orange on the Future of Digital Trust, consumers estimate the value
their personal data to business at 170€**. As people become more concerned about misuse of their
personal data, we believe they will also become more and more careful with whom they share what,
where, when, how and why. According to the same study by Orange, the perceived value of personal data
jumps to nearly 240€ in relation to unfamiliar organisations. We expect both the perceived value and the
gap to increase.
We believe that in our ever more digitalised word, the issue of trust will become more and more
important. People will become more and more demanding of data controllers and processors in terms of
transparency. In business, those companies who are able earn and keep the trust of customers will be
able to gain sustainable competitive advantage in the marketplace.
We believe that the issue of trust will also become more critical for the market research industry, as the
industry will continue to rely heavily on people’s voluntary participation in the face of increased wariness.
The GRBN set out to provide a global measurement of where we are today on this issue; how familiar
people are with the issue, and how concerned? To what extent different types of organisations trusted to
protect and appropriately use personal data, and we believe we have achieved that aim.
Moving forward, we intend to measure how attitudes around the globe are changing over time.
Whilst the main focus of this report is to look at this issue from the market research industry perspective,
it contains much information of importance and relevance to other industries, as well as the public
sector. We hope you enjoy the report and please feel free to share access to the reporting portal with
your colleagues.
Peter Harris Alex Garnica Andrew Cannon
APRC ARIA EFAMRO
The amount of data collected on
individuals will continue to grow
The number of cases in the media
about the abuse of personal data
will continue to increase
1
0
10
0
0
1
1
1
1
1
11
1
1 111
0
0 0 000
“Home Depot breach affected 56M debit, credit
cards”
Yahoo news, Sept 19 2014
“7 Controversial Ways Facebook Has Used Your
Data”
Time, Feb 4 2014
“JPMorgan, Four Other Banks Hit by Hackers:
U.S. Official”
Bloomberg, Aug 28 2014
People’s concerns over the (mis)use
of personal data will grow stronger
* http://www.pwc.com/gx/en/consulting-services/information-security-survey/key-
findings.jhtml
** http://www.orange.com/en/press/press-releases/press-releases-2014/Consumers-
value-their-personal-data-at-170-140-Orange-study-finds

General key findings (1/3)
Over one-third of adults are VERY CONCERNED
about the possible misuse of their personal
data
On average, one-in-three does NOT TRUST
organisations to safeguard their personal data
People consider many types of data to be
SENSITIVE, not just personal
Globally, six-in-ten adults claim to be at least somewhat familiar with how
their personal data is collected and used, but despite this relative familiarity,
the majority of people are concerned about possible misuse of their
personal data, and a significant minority are very concerned. Concern is
particularly high amongst females aged 35-54 years old.
On average, for every one person who highly trusts organisations to protect
and appropriately use their personal data, there are three who have very
low level of trust.
Overall trust is lowest in the Americas (except Canada), whilst in Europe
trust is lowest in France and the UK. People tend to be more trusting of
organisations on this issue in APAC, with the major exception of South Korea
and Australia. Scale usage and other cultural differences need to be
considered when comparing results across countries.
Of the 29 types of data surveyed, eight are considered to be sensitive by
50% or more of citizens across the globe. Unsurprisingly the majority of
people consider things such as financial account / personal identification
numbers to be sensitive data, with health and criminal records, as well as
biometric identifiers also considered to be sensitive data by many.
Perhaps more surprisingly, almost half of citizens around the globe consider
physical location information (home address and location via mobile phone
signals), as well as virtual location information (IP address) to be sensitive.
On a regional level, Europeans are more likely to consider data to be
sensitive; in particular critical types of data (such as personal identification
numbers) and labelling data (such as religion, sexual orientation or one’s
weight for example) are considered more sensitive in Europe than in APAC
or the Americas.
Claiming to be familiar with how personal data is used, does not make one
less concerned. Being concerned, however, means one is more likely to see
personal data as sensitive, especially digital footprint data, as well as data
which physically identifies a person (e.g. name, photo, home address).

Globally citizens are equally divided as to whether to trust the
authorities to protect and appropriately use their personal data or
not.
Regionally, there are huge differences, with citizens in APAC more
likely to trust the authorities and those in Latin America much less
likely to do so. In the APAC region, it is citizens in China, Singapore
and Mongolia, who claim to have the most trust in the authorities on
this issue.
In Europe, the government has a positive net trust index in Finland
and Germany, as well as in Sweden, whereas in Ireland, France, Italy
and the UK citizens are more likely to distrust than trust their
government on this issue.
The police are the most trusted type of organization out of the 17
surveyed when it comes to protecting and appropriately using
personal data. Trust in especially high in Finland, whilst in Europe it is
lowest in the UK, France and Ireland. In the Americas trust in the
police is lowest in Mexico, whilst in APAC it is lowest in Thailand and
South Korea.
Whilst Germans trust their government, they do not trust their
national secret services, and are joined in this distrust for the later by
citizens in Italy and Ireland. Across the globe, foreign secret service
organisations are highly distrusted.
Different types of media organisations are not very highly trusted to
protect and appropriately use personal data. Trust is lowest in France
(very low trust in social media & search engine companies), Australia
and the UK (low trust local and foreign media). * NTI = % giving a high rating (6 or 7) - % giving a
low rating (1 or 2) on a 7-point scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Media NTI *
-35%
-27%
-40%
-38%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Authorities NTI *
2%
11%
3%
-16%

Trust in different types of “businesses” to protect and appropriately use personal
data is clear higher than trust in “media” organisations. Overall, trust is highest in
the APAC region, with the exception of South Korea. In particular banks (both local
and foreign) as well as mobile phone operators are trusted more in the APAC
region than elsewhere.
In Europe, trust in business varies somewhat by country, being highest in Finland
and lowest in France, the UK and Ireland, whilst in the Americas it is highest in
Canada.
Low trust in “business” organisations in Europe is driven by a lower trust in foreign
on-line stores and foreign banks, whilst in the Americas it is relative low trust in
mobile and internet operators, as well as retailers, which explains why “business”
organisations are trusted less in the Americas than elsewhere.
On average, credit card companies are relatively well trusted with personal data,
in particular in Finland, whilst the French and South Koreans show them relatively
low trust on this issue.
Local banks are reasonably well trusted to protect and appropriately use personal
data, and have a positive net trust index in all regions, being most trusted in
Canada. People in Ireland, France and Italy, in contrast, have a relatively low level
of trust in their banks.
Trust in foreign banks tends to be low across the globe, especially in Europe and
North America.
People are, on average, three times more likely to trust local organisations
compared to foreign ones.
This relative distrust in foreign organisations is particularly noticeable in Europe,
especially in Finland, Germany and Sweden, whilst in APAC the same can be seen
in Australia, Singapore and New Zealand, and in the Americas in the USA and
Canada.
In APAC, South Koreans and Thais stand out as showing an almost similar trust in
foreign and local organisations, and the same phenomenon can also be seen in
Latin America.
* NTI = % giving a high rating (6 or 7) - % giving a low
rating (1 or 2) on a 7-point scale
Average Foreign vs. Local NTI difference*
(net trust index)
Business NTI *
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-19%
-15%
-20%
-24%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-25%
-21%
-30%
-23%

General conclusions (1/2)
1) AWARENESS AND UNDERSTANDING OF THE ISSUE NEEDS TO IMPROVE
Whilst the level of claimed familiarity with how personal data is collected and used
is reasonably high, we believe there is still room for improvement, and that in
particular governments, as well as the public sector in general, have a clear role to
play in this.
As people increasingly need to share their personal data in order to access both
information and services, people have the right not only to be informed about this,
but also to be educated, in order to understand the risks and make informed
decisions about what to share, when, how and with whom. It is not sufficient that
the information is buried deep within terms and conditions.
2) PEOPLE’S CONCERNS NEED TO BE ADDRESSED
We believe that the current level of concern around this issue is harmful, not only to
individuals, but also to society as a whole. And, whilst in the short-term at least,
individual companies might be making profits from the situation, we do not believe
it is beneficial to business, or the economy as a whole, especially in the medium to
long term.
We believe the current high level of concern is not sustainable and that something
has to give. If nothing is done to address the situation, both by the authorities as
well as the private sector, then we believe people will react to the situation. We
expect the majority will react by resigning themselves to the situation, by accepting
this mistrust as a “way of life”, as ”a sign of our times”, and finding ways to cope.
We expect, however, that a minority find the issue important enough to act on by
either finding ways to ”go dark” and/or actively protest against the system.
In this scenario, we believe there will be more and more cases of misuse, partly
unintentional, but also criminal, as some organisations try to take advantage of
people’s apathy and use of mental short-cuts. Also, legitimate ”cloaks” and protests
will be used by others for criminal purposes.
As a result, we believe that law makers will have no choice but to ”tighten the
screw” to protect their citizens. This tightening of protection will no doubt have
negative impact on legitimate businesses, as well as on public services, and
therefore also negatively impact people as both citizens and consumers, but that is
the price that will need to be paid if preventive action is not taken.
We believe, however, that collectively, we have an opportunity, and perhaps even
an obligation to prevent this scenario from becoming reality.

General conclusions (2/2)
3) THE LELVEL OF TRUST MUST BE IMPROVED
To take advantage of the opportunity, we collectively need to agree that the level of
trust on this issue is just not good enough…
“For every one person with high trust there are three with low trust”
In particular the onus is on governments and the public sector to act, because if people
do not trust the people they have voted into power nor the institutions they oversee,
there is little hope that people will trust organisations, whose purpose is to make
money.
4) TRANSPARENCY BOTH BY GOVERNMENTS AND CORPORATIONS IS A MUST
But how? We believe that transparencyis key, for without this transparencythere
cannot be trust. There have been too many examples where the authorities and
corporations have abused trust, and therefore the onus is on them, collectively, to
regain that trust. It cannot be taken for granted.
Organisations need to “get their house” in order on this issue. They need to put
systems and procedures in place to ensure that they are responsible with the
collection, handling, protection and use of personal data. They need to ensure that the
risks of inadvertent abuse, as well as security breaches, are minimized.
5) BUILDING TRUST IS BUILDING COMPETITIVE ADVANTAGE
With respect to the commercial world, we believe that there is a clear business case to
be made for acting transparently, especially with customers. We believe that customers
will be willing to share more and more data, with organisations who act transparently
and whom they trust, especially if they can see and feel clear benefits from the sharing
of that information, for example in terms of improved services or added value. I believe
that this rich customer data will give those companies that have a strong trust
relationship with their customers a clear and sustainable competitive advantage in the
market place.
We also need to act collectively, and industry bodies also need to act across industries
to build public trust. We need to ensure quality standards,codes and guidelines are in
place and followed. We need to ensure self-regulation systems are in place and operate
effectively, as well as transparently.
APRC ARIA EFAMRO

For every one person, who has a high degree of trust in the market research
industry not to misuse their personal data, there are three, who distrust the
industry.
This result means that trust in the market research industry is on an average
level compared to the 16 other types of organisations included in the research,
and for example is clearly lower than the level of trust in banks or credit card
companies, but clearly higher than the level of trusted in media or social media
companies.
Germany stands out as the only country of the 24 researched where the net
trust index (top 2 box minus bottom 2 box on a 7-point scale) is positive.
Relative to trust in other types of organisations, the market research industry is
also well trusted in Italy to protect and appropriately use personal data.
Three out of five of the countries with the lowest level of trust in the market
research industry in absolute terms can be found in the APAC region; South
Korea, Singapore and Australia, with these three joined by the USA and the UK.
Trust in the market research industry relative to businesses such as banks,
on-line stores, retailers and mobile phone / internet operators, is relatively low
in the Nordics in Europe, as well as in Canada.
Relative to media organisations, the trust in market research industry is most
positive in Europe, especially in Germany, but is lowest in the UK, where for
example, internet search companies are just as much trusted as the market
research industry on this issue.
In the APAC region the market research industry is only slightly more trusted
than “media” organisations, and in South Kora and Mongolia they have an equal
level of trust, whilst in Thailand media organisations are currently actually more
trusted than market research organisations to protect & appropriately use
personal data.
Over one-third of adults are VERY
CONCERNED about the possible
misuse of their personal data
On average, one-in-three does NOT
TRUST the market research industry to
safeguard their personal data
People consider many types of data to
be SENSITIVE, not just personal
Market Research Industry key findings

High concern and lack of trust: A threat or an opportunity for the market
research industry?
We believe that the results from the research indicate that the market research
industry has an opportunity, but not necessarily one that will last forever.
Although the level of trust in the market research industry on protecting and
appropriately using personal data is not great, globally it is better than some
other types of organisations, including social media, media and search engine
companies for example.
Amongst younger adults, however, the trust advantage our industry has is much
smaller, and in some countries amongst this age group it is already non-existent.
As an industry we rely heavily on people’s voluntary participation to share their
data. Therefore, as an industry, we believe we have to collectively act to build
public trust: We need to act transparently towards the general public, as well as
to clients, to earn that trust. We need to demonstrate to the public, and to
clients, how responsible we are with all the data we collect, not just personal
data, but we also have to demonstrate more clearly the value of market research
to society, as well as to clients. Reliability and relevance are not opposites, and as
an industry we can deliver both.
The appropriate use of personal data is one where our industry is strong and we
need to communicate effectively about this. We need to maintain the distinction
between market research and other activities.
The GRBN believes the time to act is now and in 2015 will be seeking support for
an industry-wide three year global programme to build public trust in the market
research industry.
APRC ARIA EFAMRO
TRANSPARENCY is a requirement1
2
3
Informed Consent is a MUST
COMMUNICATION IS KEY
Collectively, the market
research industry has a
window of opportunity to
build trust
Market Research Industry Conclusions

Commentary by Lenny Murphy, Greenbook
In 2011 The World Economic Forum and Bain & Company released a report
“Personal Data: The Emergence of a New Asset Class”. This wide ranging and
comprehensive study, with contributions from leaders in every global industry,
captured the essence of the personal data economy in their introduction:
“We are moving towards a “Web of the world” in which mobile communications,
social technologies and sensors are connecting people, the Internet and the
physical world into one interconnected network. Data records are collected on
who we are, who we know, where we are, where we have been and where we
plan to go. Mining and analysing this data give us the ability to understand and
even predict where humans focus their attention and activity at the individual,
group and global level….. Increasing the control that individuals have over the
manner in which their personal data is collected, managed and shared will spur
a host of new services and applications. As some put it, personal data will be the
new “oil” – a valuable resource of the 21st century. It will emerge as a new asset
class touching all aspects of society.”
Indeed, this report gave birth to a new program called the Rethinking Personal
Data Initiative which has already defined the value of personal data as an asset
class and reinforced the value of trusted data flow. The current stage of the
program brings together data experts with practitioners in different commercial
environments so that together they can drive results that are practical,
implementable, and can be widely communicated. They are looking at how to
create and implement the right rules, tools, frameworks and business models to
bring about the emergence of a personal data ecosystem where people have
greater control over the collection, use, sharing and monetization of their
personal data.
Cont…
Market Research Industry
Conclusions

Commentary by Lenny Murphy, Greenbook (continued)
Conspicuously absent from the steering group are any representatives from the
consumer insights or even marketing organizations. No Nielsen, Kantar,
WPP, Publicis, Omnicom, Dentsu, etc… or any other connected organization.
And that is a missed opportunity for our industry, for as we can see from the
GRBN Trust & Personal Data Report, in some markets the insights industry has
an edge in the trust of consumers vs. virtually any other industry, and globally is
at least average. We have a stake in the global dialogue around personal data,
and perhaps even a larger one that many other industries since consumer data
is the driving force of market research. Whether it’s surveys or focus groups or
Big Data analytics and applied neuroscience, our industry has historically
worked hard to utilize even the most personal and intimate information in a
respectful and beneficial way, and as new technologies blur the lines between
market research and marketing via single source channels, digital advertising,
social media analysis and mobile tracking we have a unique opportunity to
apply our historical role as the advocate for consumer empowerment via data
sharing with the broader world. It’s a differentiation that we should continue to
work hard to develop and a perspective that our trade bodies need to share
with both consumers and organizations like the WEF. This report is an
important piece of evidence to help us shape that broader discussion, and hats
off to GRBN for leading the charge to understand where we stand in the new
data-driven world we live (and work) in.
Market Research Industry
Conclusions

Conclusions for the Market Research IndustryAbout the GRBN
The GRBN’s mission is to promote and advance the business of
research by developing and supporting strong autonomous
national research associations.
38 national research
associations representing
over 3,500 research
businesses on 5 continents,
which generate US $25 billion
in annual research revenues

Regional & Country analysis
APAC
AU Australia
CN China
JP Japan
KR South Korea
MN Mongolia
MY Malaysia
NZ New Zealand
SG Singapore
TH Thailand
TW Taiwan
EUROPE
DE Germany
ES Spain
FI Finland
FR France
IE Ireland
IT Italy
NL The Netherlands
SE Sweden
UK United Kingdom
AMERICAS
AR Argentina
BR Brazil
CA Canada
MX Mexico
US USA
Click on a map/flag to access that region’s / country’s results

APAC – 3 key highlights
Concern is particularly high amongst
35-54 year old females, as well as in
Malaysia and Singapore
People in APAC tend to be more
trusting in general on this issue, but
have average trust in the market
research industry
Compared to trust in other
organisations, trust in the market
research industry is particularly low in
Singapore and Australia

APAC
Summary of findings
Familiarity and concern about the issue
Around half of adults in the APAC region are not
familiar with how their personal data is collected and
used, whilst as many as four-in-ten are very
concerned about the issue.
Both proportions are slightly above the global average.
Unfamiliarity is relatively higher amongst females,
especially those over 35, and concern is particularly
high amongst 35-54 year old females.
Trust in organisations not to misuse personal data
On average, people in the APAC region show more
trust in different organisations than people in Europe
or the Americas, especially with respect to the
national intelligence services.
Trust in market research in the region is similar to the
global average, with three-in-ten not trusting the
industry and one-in-ten trusting. Trust in the industry
is higher amongst 18-34 year olds than older persons,
but this is typical of trust on this issue in general.
Relative to average trust, trust in the market research
industry is low amongst males and the under 35’s, in
particular amongst 18-24 year olds.
Social media companies are slightly less trusted than
market research companies in the APAC region, with
four-in-ten not trusting them not to misuse their
personal data. Trust in social media companies
decreases steeply with age, but amongst 18-34 year
old males, for example, there is little different
between trust in market research and trust in social
media companies.
Sensitive data
Many types of data are not considered as sensitive in
the APAC region as they are in other regions, and none
are considered significantly more sensitive. The
biggest variation is with respect to healthcare records,
which 48% consider sensitive compared to 60%
globally.
40%
46%
8%
11%
GLOBAL
average
APAC
average
Not at all familiar Not very familiar
81%
84%
36%
39%
GLOBAL
average
APAC
average
Very concerned Fairly concerned
Concern with how personal data is
collected and used
Familiarity with how personal data is
collected and used
% “very concerned” /
% “very + fairly concerned”
% “not at all familiar” /
% “not at all + not very familiar”

Trust in the market research industry not to misuse personal
data compared to some other types of organisations (those
with most variation from the Global average) NTI *
(net trust index)
% “trusting very little” /
“trusting very much”
-20%
-21%
-27%
-30%
-32%
-41%
-41%
-43%
29%
30%
15%
10%
13%
9%
7%
9%
Low Trust (Rating: 1 to 2)
High Trust (Rating: 6 to 7)
The national government
National Intelligence services
Foreign banks
Market research companies
Internet search co.'s (e.g Google,
Bing)
Social media (e.g Facebook, Twitter,
Weibo, Weixin)
Foreign media companies
Foreign secret service organisations
APAC
+/- vs. Global
avg.
8 10
9 14
-12 10
-20 1
-19 8
-31 9
-34 8
-34 8
Local Commentary by the APRC
“Asia Pacific is one of the most exciting yet culturally diverse
regions in the world and in terms of familiarity and concern
about how their personal data is collected and used, this
diversity continues when comparing the results across the
ten countries that participated in this study.
Our region has seen a rapid development in privacy laws in
recent times. Companies that operate in the region and that
collect, store, and use personal information are dealing with
increasing compliance challenges in the face of new and
evolving data protection regimes.
A number of countries throughout the Asia-Pacific region
recently adopted or are planning to adopt new data privacy
regulations, including Australia, Malaysia, Singapore and
New Zealand. Penalties for non-compliance or data breaches
are also gaining momentum and creating headlines, mostly
for internet search, social media and retail brands.
Big data is in it’s infancy in many countries across the Asia
Pacific region, when compared to Europe and the America’s
and cross-border transfers of personal data are unevenly
regulated.
The privacy and trust with organisations not to misuse
personal data will continue to evolve and for the regional
market research industry and profession a robust self
regulation environment and focus will continue to be
important. “
APAC

APAC
How sensitive different types of data considered to be:
Top 5 + those with most variation from the Global average
% considering to be “sensitive personal data”
74%
65%
64%
54%
50%
50%
48%
48%
14%
Financial account numbers
Passport number
Personal identification no.
A scan of your retina
Your voice signature
Criminal record
Health records
Your salary
Your religion
GLOBAL average APAC average
APRC is the Asia Pacific Research
Committee.
Click on the logo to find out more
about the APRC and its members.

Australia – 3 key highlights
Australians show a lower level of trust on
this issue than is average in APAC, although
they trust the police more
Trust in market research is relatively low in
Australia which is consistent with the
situation in culturally similar countries (UK,
USA and New Zealand for example)
Australians distrust especially foreign media
and social media companies

Australia
Summary of findings
Just over four-in-ten Australians* say they are
unfamiliar with how their personal data is collected and
used, with this figure rising to five-in-ten amongst the
lower educated and to almost six-in-ten amongst
females aged 35-54 years old.
Just over one-third of Australians are very concerned
about how their data is collected and used, which is in-
line with the APAC average. Concern increases with age,
and is especially high amongst those on low incomes.
On average, people in Australia show much less trust in
organsiations on this issue than people in other APAC
countries, the exception being the police, whom four-
in-ten Australians trust on this matter, with only one-in
ten not trusting the police. Both in absolute terms, as
well as relative to other APAC countries, Australians
have a high distrust of social media companies, as well
as foreign media companies in general, with six-out-of
ten not trusting either.
Relative to other APAC countries, Australians show a
low level of trust in foreign banks and internet search
companies.
Almost four-in-ten do not trust the market research
industry not to misuse their personal data, with only 5%
showing a high level of trust, which, as is the case with
respect to trust in most other types of organisations is
clearly lower than the APAC average. Trust in relatively
low amongst 35+ year old males, but this age group
also shows a high distrust in many other types of
organisations. For example, although 47% of 55+ year
old males distrust the market research industry, 72% of
them distrust social media companies on this issue.
Sensitive data
Australians are more likely than people in other APAC
countries to consider many different types of data to be
sensitive. This is particularly true with respect to health
records.
Also, Australians are more likely to consider biometrics
to be sensitive, such as one’s voice signature or a scan
of one’s retina, with the latter being considered the 5th
most sensitive type of data (out of the 29 surveyed).
Australians are less likely than the average in the APAC
region to see website tracking data or customer loyalty
card data as sensitive.
* Based on 1000 Interviews with 18+ year olds.
85%
84%
36%
39%
Australia
APAC
average
collected and used
43%
46%
8%
11%
Australia
APAC
average
collected and used

AU
+/- vs. APAC
avg.
29 13
-30 -14
-33 -13
-32 -20
-38 -13
-40 -21
-43 -17
-48 -15
-51 -17
-56 -25
-58 -24
The police
Mobile phone operators
Foreign banks
Internet operators
Bing)
Local media companies
Foreign online stores
Weibo, Weixin)
with most variation from the APAC average)
-13%
-37%
-38%
-40%
-41%
-44%
-46%
-51%
-55%
-58%
-60%
42%
6%
5%
8%
4%
4%
3%
3%
5%
2%
2%
NTI *
(net trust index)
Local Commentary by Research Industry Council of
Australia (RICA)
“The survey results indicate that most Australians have a
healthy skepticism in relation to the use of personal data by
companies. This is consistent with the situation in culturally
similar countries (UK and US).
This highlights the importance of robust industry self-
regulation like the Privacy (Market and Social Research) Code
2014.
Such frameworks, together with the underlying protections
provided by the Privacy Act, are important to give Australians
confidence in their dealings with companies.
Encouragingly, the survey results indicate that Australians
are more confident in the data protection and privacy
standardsamong market and social research companies than
internet and media companies.
Fortunately, the top 5 most ‘sensitive types of data’ are
highly unlikely to be collected by market and social
researchers and are therefore not a concern (the majority of
research projects do not require such information).”
Australia

Australia: How sensitive different types of data
considered to be: Top 5 + those with most variation
from the APAC average
82%
77%
74%
71%
61%
57%
59%
14%
14%
Passport number
Health records
Criminal record
Websites you have visited
Loyalty program data
APAC Average AU
RICA (Research Industry Council of Australia) is the
authoritative voice for the market and social
research industry in Australia. AMSRS and AMSRO
are the national associations for market and social
research individuals and organisations in Australia
respectively.
Please click on the logos below to find out more
about RICA, AMSRS and AMSRO

China – 3 key highlights
The Chinese claim to be familiar with how
their personal data is collected and used
The Chinese are more trusting of
organisations, in particular the authorities,
on this issue
One’s whom address is seen as relatively
more sensitive in China than elsewhere in
APAC

China
Summary of findings
One-third of people in China* claim to be unfamiliar
with how their personal data is collected and used,
which is clearly lower than the APAC average. Just as
many as the APAC average, however, four-in-ten, are
very concerned about how their data is collected and
used.
Low income and 18-24 year olds have a clearly lower
level of familiarity with the issue, whilst females are
clearly more concerned than males.
On average people in China have a great deal of trust
in different types of organisations on this issue, much
more than in the APAC region on average. This is
especially true with respect to the police, the national
intelligence services and the government, but also is
noticeable concerning financial institutes, local and
foreign, as well as internet operators, social media
companies and foreign media.
The market research industry is also more trusted in
China than in the APAC region on average, with 13%
showing a high level of trust and 20% a low level of
trust.
The level of trust in social media companies is slightly
lower than in market research companies (a net trust
index of -14 compared to -7), with this difference
driven by the opinions of 35+ years olds, as amongst
younger adults there is little difference between the
level of trust in the two industries on this issue,
although students, however, do have a much higher
level of distrust in social media companies.
Sensitive data
The Chinese are fairly similar to the APAC region
average when it comes to how sensitive they consider
different types of data to be. One major exception is
an individual’s home address, which is much more
sensitive in China, ranking number four out of the 29
types of data surveyed.
Vehicle registration information and a person’s
picture are also more likely to be considered sensitive
in China, whilst a voice signature and health records
are less likely to be so.
* Based on 1000 Interviews with internet users aged
18-64 years old.
89%
84%
38%
39%
China
APAC
average
collected and used
33%
46%
6%
11%
China
APAC
average
collected and used

The police
Local banks
Credit card companies
Foreign banks
Internet operators
Weibo, Weixin)
-7%
-8%
-9%
-11%
-14%
-17%
-20%
-22%
-25%
-28%
50%
52%
45%
33%
25%
22%
13%
13%
10%
9%
NTI *
(net trust index)
CN
+/- vs. APAC
avg.
43 26
45 35
36 28
22 13
11 16
5 17
-7 13
-8 17
-14 17
-19 15
Local Commentary by CMRA
“As the Internet and the mobile Internet increasingly emerge
today, they make great impacts on people’s life in China.
Both the general public and the business environment, even
the government are more concerned about their personal
data safety. On the one hand, more and more people are
concerned about how their data is collected and used, also
paying attention to avoid the leaking out of the sensitive
information. On the other hand, not only the internet
service, but also all professions and trades are much
concerned about user experience when promoting their
business. Although personal data has become a most
valuable resource during this time of Big Data and business
competition, the user experience is always the first principle.
With the development of the China market research industry
and the promotion of the industry self-discipline, the
importance of personal data protection has been highly
emphasized. That’s the reason why most organizations
including the market research industry are more trusted in
China.
The Chinese government has established the basic legal
system to protect personal data, including the Criminal Law
Amendment VII, the Decision of the NPC Standing
Committee on Strengthening the Internet Data Protection,
the Telecom and Internet Users’ Personal Data Protection
Rules, etc. In the future, the government will go on
improving the execution details on personal data
protection.”
China

China: How sensitive different types of data considered to
be: Top 5 + those with most variation from the APAC
average
74%
73%
62%
60%
55%
47%
47%
40%
39%
Passport number
Your home address
Vehicle registration
information
A picture of yourself
Health records
APAC Average CN
CMRA is the national association of
market research organisations in China.
Click on the logo to find out more about
the CMRA and its members.

Japan – 3 key highlights
The Japanese claim to be both less familiar
and less concerned about misuse of their
personal data
Their trust is relatively higher for mobile
phone and credit card companies, but lower
for the police and social media companies
Compared to social media trust in the
market research industry on this issue is
relatively higher amongst younger adults

Japan
Summary of findings
Almost two-thirds of Japanese* claim to be unfamiliar
which is significantly higher than the APAC average of
46%.
In contrast only one quarter is very concerned about
the issue, which is much less than in the region on
average (39%).
As many as one-third of 18-34 year olds are very
concerned, with concern being higher amongst those
with higher education.
On average, the level of trust shown by people in
Japan is similar to the average in the region, but
relatively they have more trust in mobile phone
operators and credit card companies, as well as
Japanese media companies & Japanese on-line stores.
The Japanese have a marginally higher level of trust in
the market research industry than the average in the
APAC region. Trust in the market research industry is
relatively high amongst 18-34 year old males. In
contrast it is very low amongst 35-54 year old males,
who also have a low level of trust in many different
types of organisations.
The Japanese are less likely to trust the police or
social media companies, than people in the region on
average. The low level of trust in social media
companies is driven by 25-34 year olds, especially
males.
Compared to social media, trust in the market
research industry is relatively strong amongst 18-24
year olds, amongst whom the latter’s net trust index
is almost neutral.
Sensitive data
Attitudes to sensitive data are fairly similar in Japan
compared to the APAC region average, especially
when it comes to the most sensitive types of data.
Relatively, one’s retina scan, one’s health records and
one’s mobile phone location are less sensitive, whilst
one’s name is more sensitive in Japan than elsewhere
in the region.
87%
84%
26%
39%
Japan
APAC
average
collected and used
63%
46%
16%
11%
Japan
APAC
average
collected and used

The police
Local online stores
Weibo, Weixin)
Trust in the market research industry not to misuse personal data compared to some
other types of organisations (those with most variation from the APAC average)
JP
+/- vs. APAC
avg.
4 9
5 -11
-4 12
-13 8
-14 12
-15 5
-37 -6
-14%
-17%
-17%
-19%
-20%
-23%
-40%
18%
22%
13%
7%
6%
8%
3%
NTI *
(net trust index)
Japan

Japan: How sensitive different types of data considered
to be: Top 5 + those with most variation from the APAC
average
75%
69%
66%
49%
44%
42%
40%
37%
35%
Passport number
Your home address
Criminal record
Health records
Location data via mobile
Your name
APAC average JP
JMRA is the national association of
market research organisations in Japan.
the JMRA and its members.

South Korea – 3 key highlights
Almost all South Koreans claim to be
concerned about misuse of their personal
data
Trust in many types of organisations is much
lower than in many other countries, also
globally
Trust in the market research industry is
relatively low in South Korea, in particular in
relation to trust in social media companies,
especially amongst younger adults

South Korea
Summary of findings
Around half of adults* in South Korea are not familiar
whilst almost as many as four-in-ten are very
concerned about this issue.
Both proportions are in line with the APAC average.
Unfamiliarity is relatively higher amongst females,
especially those aged 18-34, as well as amongst 18-24
year olds in general. Concern is also high amongst 18-
34 year old females, as well as those with high
incomes.
Trust in different types of organisations on this issue
is the lowest in South Korea when comparing to the
other nine APAC countries surveyed. This high level of
mistrust is especially pronounced with respect to
credit card companies, but also clearly visible with
respect to mobile phone operators, the police, the
government and the national intelligence services.
Trust in market research in South Korea is also lower
than in the region on average, with four-in-ten having
a low level of trust. Females show lower trust in the
market research industry than average, but they tend
to be less trusting in general.
The level of trust in social media companies not to
misuse personal data is very similar to the level of
trust in market research companies, and the level is
identical amongst 18-34 year old females, whilst
actually slightly higher amongst 18-24 year olds.
Sensitive data
South Koreans are much more likely than people in
other APAC countries to consider different types of
data sensitive, with on average 49% considering each
of the 29 types of data sensitive compared to 36% on
average in the region.
Relative to the other APAC countries location data via
mobile phone stands out as much more sensitive in
South Korea, being seen as the 3rd most sensitive of
the 29 types of data.
Other types of data considered to be relatively
sensitive by people in South Korea include one’s
mobile phone number, one’s vehicle registration
information and a picture of oneself.
* Based on 1003 Interviews with 18-64 year olds.
93%
84%
37%
39%
S Korea
APAC
average
collected and used
46%
46%
5%
11%
S Korea
APAC
average
collected and used

The police
Local banks
Internet search co.'s (e.g Google, Bing)
Local online stores
Retailers with loyalty cards
Internet operators
-28%
-31%
-34%
-35%
-40%
-41%
-41%
-43%
-48%
-52%
-52%
13%
13%
12%
8%
4%
3%
4%
3%
5%
3%
3%
NTI *
(net trust index)
KR
+/- vs. APAC
avg.
-16 -32
-18 -27
-22 -30
-27 -36
-36 -17
-38 -17
-37 -17
-40 -21
-43 -38
-49 -24
-49 -33
Local Commentary by KORA
“The number of reported cases of illegal usage of personal
data, such as resident registration numbers, without consent
has jumped 10-fold in the past 10 years, stoking privacy
concerns. Some 177,000 cases of personal information
leakage or privacy infringement were reported to authorities
in 2013, compared with 17,000 in 2003.
The number of reports and consultations on personal
information infringement has increased dramatically since
2011; it doubled from 54,000 reports in 2010 to 120,000
reports in 2011. Approximately 166,000 cases of personal
information infringement have occurred in 2012.
72% of the reported cases of privacy violations in 2013 were
cases of ‘infringement of, damaging, or fraudulent use of
others’ resident registration numbers,’ followed by
‘infringement of credit information’ cases with 19.85%.
There were around 30,500 incidents of the infringement of
credit information in 2014, 2.5 times more than the year
before, assumed to have been caused by personal
information leaks from card companies.“
(Source: Korean Government Personal Information
Protection Commission, ‘2014 Annual report on personal
information protection ‘)
South Korea

As market research companies often handle confidential data including information of consumers and corporates for business purposes, there are concerns about personal information
security which might have contributed to the high level of mistrust in market research companies.
Personal information can be easily found through search engines due to the weak user authentication system of Korean websites. Approximately 8.8 million personal data, which include
resident registration numbers, resumes, and medical records, have been leaked simply by Googling from 2010 to 2012.
(Source: KBS News 2012-10-30)
As the use of the online shopping malls increased, more personal information leakage incidents occurred. In 2012, personal data including resident registration numbers and phone
numbers collected for creating accounts or participating in giveaway events were sold by an online shopping mall operator to a telemarketer without the users’ approval. (Source: Boan
News 2012-04-23)
Personal data collected by domestic mobile phone operators such as SKT, and KT are at high risk of involuntary information leakage. The mobile phone operators were not aware that
the personal data of 200 thousand customers had been leaked through a program developed by KT’s subcontractor to extract personal data.
(Source: TV Report 2012-03-08)
Police investigation on personal information leakage on major Internet portal sites and game companies. Naver, an internet content service operator and a video game company
Nexon went under police investigation for selling users’ personal information to online payment service providers such as KG Mobilians and Danal without the users’ consent. (Source:
Segye.com 2012-05-23)
In July 2012, Nate and Cyworld, two of Korea’s major internet portal sites operated by SK Communications, were hacked and approximately 35 million users’ personal data were leaked.
(Source: Hankookilbo 2012-11-23)
Personal information leakage from giveaway events hosted by Hypermarket Evidence have been found that the current and former executives of Homeplus were involved in selling
their customers’ personal data that were collected for giveaway events to an insurance company for marketing use over the past five years. .
(Source: Yonhap Infomax 2014-09-22)
It was argued that Emart sold 3 million customers’ personal information collected for giveaway events to an insurance company.
(Source: Hankooki.com 2014-10-12)
South Korea – Additional local insight on the results

Personal data leakage via credit card companies and cyber-enabled fraud
About 1600 suspects have been arrested within the past six months for financial fraud or disclosure of personal information via online. Money can be transferred by :
- Pharming: cyber attack intended to redirect a website’s traffic to another fake site. - Smishing: vibrant phishing scams that utilize SMS to send text messages
containing URLs asking to enter personal information. (Source: Media Pen 2014-11-11.
KB·Lotte·NH credit card companies were accused of selling the personal data of a hundred million customers to loan brokers.
(Source: Datanet 2014-03-18)
Personal data leakage from banks
About 3 million loan records held by financial institutions such as Standard Chartered Bank Korea and Citi Bank Korea have been leaked. It marked the biggest personal
information leak in the banking industry in Korean history.
(Source: Seoul Shinmun 2013-12-12)
Personal data were leaked by a social worker and NH employee
(Source: YTN 2012-06-12)
An employee of the National Health Insurance Service was caught reviewing personal data of an insurance subscriber for personal use without consent. (Source :
Kukmin Ilbo 2014-10-07)
The number of cases for personal data being disclosed by police without consent has increased by 18 times within the past five years.
The number of cases for personal data being viewed or disclosed by police without consent has increased by 18 times within the past five years; 9 cases were found in
2008; 15 cases in 2009; 14 cases in 2010; 39 cases in 2011; 165 cases in 2012.
71% of these cases(171cases) were revealed to have occurred out of personal interests such as curiosity and the rest(70 cases) occurred following requests made by acquaintances.
(source: Namdong News 2013-10-08)
The police agency has opened investigation into allegations that police personnel including a superintendent and a lieutenant leaked information to a broker hired by
the suspect.
(source: newdaily 2014-11-03)
South Korea – Additional local insight on the results

South Korea: How sensitive different types of data
considered to be: Top 5 + those with most variation from
the APAC average
83%
80%
70%
68%
67%
64%
64%
63%
62%
61%
56%
51%
50%
44%
41%
Passport number
Criminal record
Your home address
Health records
Your IP or MAC address
Your mobile phone number
Vehicle registration…
Sexual orientation
Your date of birth
Union membership
APAC average KR
KORA is the national association of
market research organisations in South
Korea
the KORA and its members.

Mongolia - 3 key highlights
Mongolians are not very familiar with the
issue of how their personal data is collected
or used, but neither are they especially
concerned
Trust on this issue is relatively high
therefore, in particular in foreign
organisations
Trust in social media companies is on a
similar net level to trust in market research
companies on this issue

Mongolia
Summary of findings
Almost six-in-ten adults* in Mongolia are not familiar
which is significantly more than the APAC average
(46%), with the proportion being not at all familiar
double at 20%.
Only 27% are very concerned about how their data is
collected and used, which is considerably less than
the APAC average (39%).
On average people in Mongolia are more likely to
trust different types of organisations than people in
the APAC region on average. This is particular true
concerning foreign and national secret service
organisations, as well internet search companies and
social media companies.
Trust in market research in Mongolia is also on much
higher level than in the region in general, with
approximately one-quarter showing high trust and
one-quarter low trust in the industry.
The net level of trust in social media companies on
this issue is the same as the level of trust in market
research companies, with a slightly higher proportion
of people both trusting and distrusting the former.
For both industries, the net trust index turns negative
amongst females and 25-34 year olds.
Sensitive data
Whilst the average degree of sensitivity attributed to
different types of data is similar in Mongolia to the
rest of the region, what they consider to be sensitive,
or not, is quite different.
Location via one’s mobile phone and one’s voice
signature are both considered to be more sensitive in
Mongolia and are considered to be amongst the top 5
most sensitive types of data (out of 29 surveyed).
Mongolians are also more likely to consider computer
related items as sensitive, such as IP addresses, e-mail
addresses or website tracking data.
Information such as one’s sexual orientation, one’s
age and one’s picture are also more sensitive to
Mongolians than to other people in the region on
average.
* Based on 500 Interviews with 18+ year old internet
users. A different sampling method was used in
Mongolia. See the technical appendix for details.
73%
84%
27%
39%
Mongolia
APAC
average
collected and used
58%
46%
20%
11%
Mongolia
APAC
average
collected and used

Bing)
Internet operators
Social media (e.g Facebook,
Twitter, Weibo, Weixin)
-17%
-24%
-25%
-28%
-28%
-28%
-32%
-33%
-35%
-36%
51%
36%
36%
29%
26%
32%
27%
30%
21%
22%
NTI *
(net trust index)
MN
+/- vs. APAC
avg.
34 25
12 17
11 30
1 35
-3 17
3 19
-5 20
-3 28
-14 20
-14 19
Local Commentary by MMRA
“Mongolians are not so much concerned and familiar
with how personal data is collected and used.
Also only one quarter of Mongolians are very
concerned about how their data is collected and used,
which is considerably less than the APAC average.
People in Mongolia are more likely to trust National
secret service organizations, credit card companies and
internet search companies not to misuse their personal
data.
Mongolians consider financial account numbers,
passport numbers, personal identification numbers,
location data via mobile and voice signature as most
sensitive personal data. They are more considered all
types of data as sensitive data compared to APAC
average except financial account numbers, passport
numbers and personal identification no.
Data collection was conducted in August, 2014. It was
not reflected to survey result, however recently there
were happened scandals related to politician mobile
phone number misuse.”
Mongolia

Mongolia: How sensitive different types of data considered
average
72%
63%
62%
60%
60%
59%
48%
37%
31%
30%
23%
Passport number
Personal identification no.*
Location data via mobile*
Sexual orientation
Your email address
Websites you have visited
Your age
APAC average MN
MMRA is the national association of
market research organisations in
Mongolia.
the MMRA and its members.

Malaysia - 3 key highlights
Claimed familiarity with how personal data
is used in very high in Malaysia, and the
level of concern is extremely high
Trust in the market research industry on this
issue is reasonably high in Malaysia
Distrust in especially high amongst the over
35’s in Malaysia. Distrust in the police and
national secret services is very high

Malaysia
Summary of findings
Malaysians* claim to be much more familiar with
how their personal data is collected and used
compared to the APAC region on average, with only
one-third saying they are unfamiliar, compared just
under half in the region on average.
As many as six-in-ten are very concerned about how
their data is collected and used, which is the highest
proportion in the region.
Unfamiliarity is relatively higher amongst 45-54 year
olds, who also exhibit higher than average concern.
Other demographics also expressing very high
concern are students and those with higher
education.
Malaysians show, on average, a similar level of trust
in different types of organisations as do other people
in the APAC region. There is, however, a massive
difference by age, with 35+ year olds showing, on
average, three times more distrust than 18-34 year
olds.
Trust in the police and, in particular, trust in the
national secret services is much lower in Malaysia
than elsewhere in the APAC region.
Trust in market research companies not to misuse
personal data is higher in Malaysia than in the APAC
region in general, but even so just over one-in-four
does not trust the industry, whilst only one-in-ten
does. As with trust in general, trust in market
research companies is lower amongst the over 35’s.
Sensitive data
Malaysians’ attitudes to sensitive data are very
similar to the average in the APAC region, although
they are less likely to see things such as health
records, date of birth, name or email address as
sensitive.
* Based on 1013 Interviews with 18+ year old
internet users
92%
84%
61%
39%
Malaysia
APAC
average
collected and used
32%
46%
5%
11%
Malaysia
APAC
average
collected and used

The police
Local online stores
-20%
-26%
-27%
-27%
-28%
-35%
26%
10%
11%
16%
13%
9%
NTI *
(net trust index)
MY
+/- vs. APAC
avg.
6 -10
-16 5
-16 4
-11 -6
-15 -24
-27 6
Local Commentary by MRSM
“Malaysians are very concerned with how their data
is being collected and used. The reason for this
concern is because they’re inundated with unsolicited
emails, phone calls and text messages by various
companies offering different services and products.
It’s a norm to leave business cards or personal
information at the registration counter of public
events. This makes it quite easy for organisations to
obtain personal data from individuals. Prior to the
implementation of the Personal Data Protection (PDP)
Act in November 2013, the selling and buying of data
is readily available.
The lower trust in the police and secret service is due
to the negative perception by the public that these
institutions uses highhanded tactics in carrying our
their duties. This has directly influenced their opinion
that their data might be misused.
The trust with market research companies is partly the
result of the permission asking practice adopted by
market research companies and the non-aggressive
nature where we approach consumers and the public.”
Malaysia

Malaysia: How sensitive different types of data considered
average
74%
62%
62%
52%
49%
38%
23%
19%
18%
Passport number
Your salary
Health records
Your date of birth
Your email address
Your name
APAC average MY
MRSM is the national association of
market research organisations in
Malaysia.
the MRSM and its members.

New Zealand - 3 key highlights
New Zealanders show a relatively high level
of trust in the police and local banks
Trust in the market research industry is
relatively low, especially amongst 18-24 year
olds, who are just as likely to trust social
media companies
The degree of trust is much lower amongst
the over 45’s

New Zealand
Summary of findings
Around half of adults* in New Zealand say they are
unfamiliar with how their personal data is collected
and used, which is in-line with the APAC average.
Females aged 35-54 years old and the lower
educated are even less familiar than this.
Less than one-quarter, however, say they are very
concerned about how their data is collected and
used, although the proportion does rise to as high as
40% amongst 55-64 year olds.
People in New Zealand show less trust on this issue
than people in APAC on average, but are slightly
more trusting than Australians. Relative to other
APAC countries, New Zealanders are much less
trusting towards social media companies and foreign
media companies, internet search companies and
the secret services (both foreign and national). In
contrast people in New Zealand show a relatively
high amount of trust in the police and local banks.
Overall 18-24 year olds are more trustworthy, with
trust decreasing significantly after the age of 45.
Trust in the market research industry is slightly
below the APAC average, with one-third indicating
low trust and 7% high trust. Relative to trust in other
types of organisation, 18-24 year olds have a low
trust in market research companies, with this age
group showing an almost similar level of trust in
social media companies.
Overall, however, social media companies are much
less trusted than market research companies, with
just under six-in-ten people in New Zealand not
trusting them on this issue, with this figure rising to
68% amongst males 55+.
Sensitive data
New Zealanders are much more likely to consider
health records to be sensitive data than people in
other APAC countries, with this data ranked second
out of 29 on sensitivity. One’s voice signature is also
considered relatively sensitive in New Zealand.
In contrast, New Zealanders are less concerned
about things they do not consider to be particularly
sensitive, such as loyalty programme data, vehicle
registration data, mobile phone number and one’s
location via mobile signal, or even one’s home
address.
79%
84%
28%
39%
New
Zealand
APAC
average
collected and used
47%
46%
10%
11%
New Zealand
APAC
average
collected and used

The police
Local banks
Weibo, Weixin)
Trust in the market research industry not to misuse personal data
compared to some other types of organisations (those with most
variation from the APAC average)
-12%
-12%
-29%
-32%
-40%
-53%
-56%
-57%
42%
35%
22%
7%
4%
6%
1%
2%
NTI *
(net trust index)
NZ
+/- vs. APAC
avg.
30 14
23 14
-7 -16
-25 -5
-36 -17
-47 -13
-55 -21
-54 -23
New Zealand
Local Commentary by Research Association New Zealand
““Possibly New Zealanders are less trusting of social media,
foreign media companies etc. because over the past few
years stories such as, the UK phone hacking, and more recent
hacked nude photos of celebrities; have had a ‘rub-off’ effect
on other ‘media’ companies/industries.”
“The media regularly covers stories about accidental data
breaches in the public sector, including release of health
records, which is probably why we’re sensitive about that
course.”
“Banks (basically Australian-owned) may be more trusted
because there were few instances of their malpractice in
2008/09 owing to their conservative behaviour practices,
which was similar with Canadian banks.”
“Our willingness to trade personal information for personal
benefit (most notable in loyalty programmes, but also in the
use of location based services from our mobile phones), and
little or no history of this information being misused, means
that we are not all that sensitive about that sort of data.”
“Regarding our relatively low trust of social media, in some
countries, social media is looked to as a more trustworthy
source of what’s going on versus state controlled media. We
don’t particularly trust our media, but we don’t see social
media as a primary source of news (yet).
“The whole local intelligence services stories, around the
election time, means that we’re highly sensitive about
spying, internal and external. The fact that we fiercely guard
our independence – dating back to the Nuclear-Free NZ
policy – means that we’re much more sensitive about foreign
involvement in using our data.”

Trust in search engine companies such as Google/Bing
Both New Zealand and Australia are in the bottom 10 is a reflection of our
population being relatively well informed about privacy issues, and particularly
about the use of personal information.
Social media (e.g Facebook, Twitter, Weibo, Weixin)
This is probably a function of the level of engagement in social media – in New
Zealand, penetration is high (particularly Facebook) and people are very
conscious of how marketers (and others) use the information from social media
to market to them.
In some countries, social media is looked to as a more trustworthy source of
what’s going on versus state controlled media. We don’t particularly trust our
media, but we don’t see social media as a primary source of news.
Trust in local media companies
New Zealand media companies (TV, press and magazine) have been labelled
‘Gotcha media’ companies, for their approach to many issues.
When the election was on, the opposition parties were making a great deal of
‘noise’ about the growing ‘dangers’ of foreign-ownership of our national assets
and possible US government access to our private data, and this may have had a
‘rub-off’ impact.
Trust in foreign media companies
The past few years media stories reported in New Zealand, such as UK phone
hacking and the more recent hacked nude photos of celebrities; have had a ‘rub-
off’ effect on other ‘media’ companies/industries.
Trust in foreign on-line stores
New Zealanders use of online stores, is probably quite high. Use of foreign stores
is very common – so much so that New Zealand Post has set up a mechanism for
enabling us to buy from stores that don’t deliver outside the US!
Trust in Retailers with loyalty programmes
New Zealanders LOVE loyalty programmes, and have always been willing to make
the trade of personal information for free stuff.
Our willingness to trade personal information for personal benefit, most likely
due to little or no history of this information being misused, means that we are
not all that sensitive about that sort of data.
Trust in Credit card companies
Credit card companies in New Zealand are, by in large, well regulated.
Penetration of credit cards is MUCH higher than in many countries, as the income
threshold for having a credit card is much lower – it is common for university
students to have a credit cards for example, as part of their student banking
package.
Trust in local banks
The New Zealand banking industry is well regulated, and well run. Our banks did
not engage in the practices that caused the global financial crisis, and our banks
are a major employer on a nationwide basis.
New Zealand has a low corruption index, and our banks did better during the
global financial crisis than others.
NEW ZEALAND – Additional local insight on the results

New Zealand: How sensitive different types of data
considered to be: Top + those with most variation from the
APAC average
82%
71%
70%
63%
60%
38%
36%
28%
22%
14%
Health records
Passport number
Your home address
information
APAC average NZ
RESEARCH ASSOCIATION NEW ZEALAND is
a professional body specifically for
people who work with, are involved with,
or who are interested in market research
the Research Association and its
members.

Singapore- 3 key highlights
People in Singapore are very
concerned about possible misuse of
their personal data
People in Singapore tend to trust the
authorities, and distrust foreign
organisations on this issue
Trust in the market research industry
on this issue is low, in particular
amongst younger adults

Singapore
Summary of findings
People* in Singapore are relatively familiar with
how their personal data is collected and used, with
only 6% very unfamiliar, compared to 11% across
the region on average. 55-64 year olds and the
lower educated, however, are much more
unfamiliar with the issue.
In contrast, concern is extremely high in Singapore
with almost as many as six-in-ten very concerned
about how their data is collected and used. This
figure is even higher amongst 35+ year olds,
especially so amongst females aged 35-54 years
old.
People in Singapore show slightly less trust on this
issue, especially with respect to foreign
organisations…. banks, on-line stores, media
companies and secret service organisations. They
also have a relatively low level of trust in internet
search companies.
In contrast people in Singapore show a much higher
level of trust in the police and the government than
do people elsewhere in the region.
Trust in market research in Singapore is much lower
than in the region on average, with as many as four-
in-ten distrusting market research companies and
only 5% trusting them.
Whilst 18-34 year olds show a higher level of trust
on this issue in general than older persons, this is
not the case with respect to trust in market
research companies, and this age group does not
distinguish between market research companies
and social media companies on trust with personal
data.
Sensitive data
Singaporeans are very close to the APAC average in
terms of which types of data they consider to be
sensitive. The major exception is salary, which
people in Singapore are much more likely to
consider sensitive information, ranking this item 4th
out of the 29 data items surveyed on sensitivity.
* Based on 1008 Interviews with 18-64 year olds.
94%
84%
57%
39%
Singapore
APAC
average
collected and used
39%
46%
6%
11%
Singapore
APAC
average
collected and used

The police
Foreign banks
Internet search co.'s (e.g
Google, Bing)
Foreign secret service
organisations
-9%
-9%
-34%
-39%
-42%
-50%
-51%
-53%
46%
46%
10%
5%
6%
4%
5%
3%
NTI *
(net trust index)
SG
+/- vs. APAC
avg.
37 29
36 20
-24 -12
-34 -14
-37 -18
-46 -13
-46 -12
-50 -16
Singapore

Singapore: How sensitive different types of data
considered to be: Top 5 + those with most variation from
the APAC average
77%
69%
68%
61%
57%
57%
31%
15%
Passport number
Your salary
Criminal record
information
APAC average SG
The MRSS is the national association of
market research in Singapore.
the MRSS and its members.

Thailand - 3 key highlights
Thais* claim to be less familiar and less
concerned with the issue of how their
personal data is collected and used
They are therefore much more trusting.
Relatively they are more trusting of social
media companies than market research
companies
Thais’ trust in the police on this issue is low
*A different sampling method was used in Thailand. See the technical appendix
for details.

Thailand
Summary of findings
People* in Thailand are much less familiar with how
their personal data is collected and used than people
in other APAC countries on average, with over half
saying they are unfamiliar and over one-fifth saying
they are very unfamiliar. Unfamiliarity is relatively
higher amongst both those with lower educated and
those with lower incomes.
Four-in-ten Thais are very concerned about how
their data is collected and used, but overall there is
slightly less concern, with 73% claiming to be
very/fairly concerned versus 84% in the region on
average. Concern is relatively high amongst young
adults, especially students.
On average people in Thailand are much more
trusting than people in other the APAC countries, for
example having a much higher level of trust in social
media and internet search companies, internet and
mobile operators, as well as foreign media
companies.
The only exception is the police, which is much less
trusted in Thailand than elsewhere, with as many at
one-in-three Thai’s showing a low trust in the police.
Trust in market research companies is also higher in
Thailand than elsewhere in the region, with 17%
showing a high level and 23% a low level of trust in
the industry on this issue. Trust in the market
research industry is relatively low amongst the over
35’s and those with higher education.
Trust in social media companies stands out in
Thailand compared to other APAC countries in that it
is higher than the trust in market research
companies, and this is particular so amongst 18-34
year olds and the higher educated.
Sensitive data
People in Thailand are less likely than people in
other APAC countries to consider various types of
data to be sensitive.
Relatively, data such as IP addresses, location via
mobile phone signals and mobile phone numbers
are ranked as more sensitive in Thailand than in
other APAC countries, with one’s IP address being
considered as sensitive as even passport information
or a retina scan.
* Based on 1000 Interviews with 18+ year old
internet users. A different sampling method was used
in Thailand. See the technical appendix for details.
73%
84%
38%
39%
Thailand
APAC
average
collected and used
54%
46%
23%
11%
Thailand
APAC
average
collected and used

Social media (e.g Facebook, Twitter, Weibo,
Weixin)
Internet operators
The police
-18%
-20%
-22%
-23%
-23%
-24%
-31%
26%
30%
24%
17%
20%
18%
21%
NTI *
(net trust index)
TH
+/- vs. APAC
avg.
8 24
9 28
2 33
-5 15
-3 22
-6 28
-10 -26
Local Commentary by TMRS
“The Thai market research industry is seen as a trusted
source of information.
However, with the mix up with the commercial polls
which sometimes give questionable reports, the trust
level of market research is not as high as it should be.
The 3 key mobile phone operators have a good image, the
management teams are seen as good brand ambassadors.
There have not been any case where consumers feel
insecure with their personal data been given to the
mobile phone operators.
Similar to mobile phone operators, there have been no
evidence making consumers feel insecure with
information provided to the internet operators. Some are
the same companies as mobile phone operators.
The key players in retail market own an international
image which is well accepted by Thais. Thais do not think
they will use their personal information in a negative way,
mainly the customised promotion campaigns which are
beneficial to them.
Most Thais admire the foreigners. Therefore, foreign
brands including banks are well trusted in their
professionalism.
Due the long political unrest, the police are seen as
supporting one political party. Additionally, there are
various evidences that the police commit corruption on a
daily basis.”
Thailand

Thailand: How sensitive different types of data considered
average
41%
35%
35%
34%
30%
30%
28%
27%
24%
23%
22%
20%
20%
19%
16%
16%
Passport number
Your home address
Criminal record
Your salary
Vehicle registration…
Your date of birth
Health records
Sexual orientation
APAC average TH
The TMRS is the national association of
market research in Thailand.
the TMRS and its members.

Taiwan - 3 key highlights
People in Taiwan have an average degree
of familiarity and concern
People in Taiwan tend to be less trusting
than average
Trust in the government, local banks, local
media and mobile phone operators on this
issue is particularly low.

Taiwan
Summary of findings
Around half of adults in Taiwan are not familiar with
how their personal data is collected and used, whilst
just under four-in-ten are very concerned about this
issue
Both proportions are similar to the APAC average.
Concern is particularly high amongst 55-64 year olds,
especially males.
On average people in Taiwan are less trusting on this
issue than people in the APAC region on average.
This is particularly so with respect to the
government, local banks, local media companies and
mobile phone operators.
Trust, in general, is lowest amongst 35-54 year olds,
especially 45-54 year olds, whilst in contrast the
higher educated are more trusting.
Trust in market research in Taiwan is similar to the
APAC average, with 28% not trusting the industry
and 7% trusting it highly.
Social media companies are slightly less trusted than
market research companies, with trust being much
lower amongst females than males.
Sensitive data
People In Taiwan consider the same types of data to
be sensitive as do people in the APAC region on
average, although in general more Taiwanese are
likely to consider any given type of data to be
sensitive.
* Based on 992 Interviews with 18-64 year old
internet users.
80%
84%
37%
39%
Taiwan
APAC
average
collected and used
47%
46%
7%
11%
Taiwan
APAC
average
collected and used

Local banks
Internet operators
-21%
-21%
-24%
-25%
-28%
-35%
-37%
-42%
24%
18%
18%
14%
7%
7%
6%
4%
NTI *
(net trust index)
TW
+/- vs. APAC
avg.
3 -6
-3 -12
-6 -14
-12 -7
-21 -1
-28 -12
-31 -6
-39 -13
Taiwan

Taiwan: How sensitive different types of data considered
average
80%
77%
71%
66%
57%
56%
56%
36%
26%
Passport number
Sexual orientation
APAC average TW
The CMRS is the national association of
market research in Taiwan.

Europe - 3 key highlights
Europeans tend to be less concerned than
average
Trust in the police is higher than in the other
regions, but otherwise trust in different
organisations is slightly lower
Trust in social media companies on this
issue is particularly low

EUROPE
Summary of findings
Four-in-ten in Europe are not familiar with how their
personal data is collected and used, and one-in-four
are very concerned about the issue.
Concern is much lower in Europe than in the other
regions.
Unfamiliarity is relatively higher amongst females, as
well as amongst the lower education, whilst the degree
is concern is similar across sex and age groups, but is
higher amongst those with lower incomes.
On average people in Europe show less trust in many
different types of organisations than people in the
Americas or the APAC region, with the major exception
being trust in the police, whom Europeans trust
significantly more on this issue. In particular there is
distrust in many types of foreign organisations, such as
foreign banks, on-line stores, and media companies, as
well as internet search and social media companies.
Trust in the market research industry in the region is
similar to the global average, with three-in-ten not
trusting the industry and one-in-ten trusting it highly.
Trust in the industry is higher amongst 18-34 year olds
than older persons, but this is typical of trust on this
issue in general.
Social media companies are much less trusted than
market research companies, with one-in-two not
trusting them not to misuse their personal data. As
many as 45% of 18-34 year olds show low trust, which
compares to 25% of this age group showing low trust in
the market research industry. In fact, relatively to their
average level of trust in different organisations, 18-24
year olds in Europe actually trust social media
companies less than average on this issue.
Sensitive data
Many types of data are considered as more sensitive in
Europe than in the other regions. This particularly so of
healthcare records, which as many as 76% consider
sensitive, and criminal records data is also considered
to be relatively more sensitive in Europe than
elsewhere.
Other types of data, which are considered more
sensitive in Europe than in the Americas or the APAC
region, include sexual orientation, political affiliation
and religion.
40%
40%
8%
6%
GLOBAL
average
EUROPE
average
81%
74%
36%
25%
GLOBAL
average
EUROPE
average
collected and used
collected and used

The police
Foreign banks
Internet search co.'s (e.g
Google, Bing)
with most variation from the Global average)
-14%
-29%
-29%
-38%
-42%
-48%
-51%
-53%
38%
19%
11%
8%
6%
4%
3%
4%
NTI *
(net trust index)
Europe
+/- vs. Global
avg.
24 10
-11 -6
-19 2
-29 -8
-36 -9
-44 -6
-48 -7
-49 -9
Local Commentary by EFAMRO
“The relatively stable social and political
environment within most parts of Europe may be
one of the reasons why there is less concern about
how personal data is collected and used in Europe,
than in other parts of the globe which have suffered
significant political and social upheaval. This may
also be a factor in the continuing European
confidence in the Police.
In contrast, when it comes to social media
Europeans are much less trusting. A May 2014
ruling by the EU Court of Justice gave individuals the
“right to be forgotten”, by asking search engines like
Google to remove certain results about them. So
far, over half a million URLs have been evaluated for
removal with over 170,000 requests having been
received.
Post 2008, financial institutions across Europe have
been rocked by corporate collapses with banks in
countries such as the UK, Ireland, Germany,
Portugal and the Netherlands, all affected. These
failures have resulted in a significant lack of trust in
banks.”
EUROPE

EUROPE:
How sensitive different types of data considered to be:
Top 5 + those with most variation from the Global average
80%
76%
70%
67%
66%
42%
31%
30%
25%
Health records
Passport number
Criminal record
Sexual orientation
Political affiliation
information
Your religion
GLOBAL average EUROPE average
EFAMRO is the European market
research federation.
Click on the logo to find out more
about EFAMRO and its members.

Germany - 3 key highlights
Germans are less concerned than Europeans
on average about possible misuse of their
personal data
Trust in the market research industry on this
issue is stronger in Germany than in any of
the other countries surveyed
Germans show a low level of trust in social
media companies and foreign secret service
organisations

Germany
Summary of findings
Over half of Germans* claim to be unfamiliar with how
their personal data is collected and used, which is
significantly more than the European average (40%).
Unfamiliarity is relatively higher amongst those on low
incomes, as well as females, especially those aged 18-
34 years old.
In contrast, Germans are less concerned than average
about the issue , with six-in-ten at least somewhat
concerned and only 15% very concerned (versus 74%
and 25% respectively on average in Europe).
Trust in the market research industry in Germany
stands out in Europe, and indeed, around the globe, as
it is the only country where the industry has a positive
net trust index.
One-in-five Germans have a high level of trust in the
market research industry and only 15% a low level of
trust (compared to 11% and 29% respectively on
average in Europe).
Additionally Germans are more likely than average to
trust their government on not misusing their personal
data, but in contrast, they are not so likely to trust
secret service organisations (neither national nor
foreign ones).
Whilst older people show a lower level of trust in
general, the reverse is true with respect to the market
research industry, with a very high level of trust
amongst 35-44 year olds as well as 65+ year olds, but
even amongst 18-24 year olds the net trust index in
the industry is neutral.
Social media companies have a low level of trust in
Germany, and amongst the countries surveyed only in
France is there a higher level of distrust. Distrust in
social media companies is particularly high amongst
18-24 year olds, as well as the over 55’s.
Sensitive data
When it comes to which types of data are considered
sensitive, the opinions of Germans do not vary greatly
from those of Europeans in general.
One exception, however, is criminal records, which
Germans are more likely to see as sensitive, ranking 3rd
out of the 29 types of data, and Germans are also
more likely to see one’s picture, name and sexual
orientation as sensitive.
* Based on 1005 Interviews with 18+ year olds
60%
74%
15%
25%
Germany
EUROPE
average
collected and used
53%
40%
7%
6%
Germany
EUROPE
average
collected and used

with most variation from the EUROPE average)
-15%
-17%
-39%
-44%
-60%
-67%
21%
29%
13%
5%
3%
3%
NTI *
(net trust index)
Foreign banks
Foreign secret service
organisations
DE
+/- vs.
Europe avg.
6 25
12 15
-27 -16
-39 -10
-57 -8
-64 -17
Local Commentary by ADM
“Among all surveyed countries market research
companies in Germany performed best concerning
trust. Germany is the only country with a positive
balance. At the same time trust in nearly all other
surveyed organizations in Germany is amongst the
lowest. Therefore trust in market research is by far
most significant compared to trust in other
organizations in Germany. Why?
Almost all other surveyed organizations were affected
by data leaks / data protection scandals, but not yet
the area of market research. Besides this the field of
market research is highly regulated – including by the
so-called German Declaration. These data protection
guarantees were also announced and communicated
through a common public initiative of all Market
Research associations in varying ways and thus made
public and known to the population.
For trust clear regulations, comprehensive
communications and (therefore) no data protection
scandals are required. With respect to real-time
research, Big Data and a world of algorithms ensuring
that status is a challenging as well as essential task.”
Germany

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