Global privacy research

International findings
Big Brother Watch
Online Privacy Survey

1. Objectives and methodology
2. Notes on public use of data
3. Executive summary
4. Findings in detail
 Online security concerns
 Big companies and consumer data
 Attitudes to regulatory action
5. Summary of results
6. Recommendations
7. Results by gender and age
CONTENTS
This report is divided into the following key sections.
2
3
4
5
6
11
16
25
27
29

o To understand public opinion regarding online privacy in nine countries globally.
• Europe: UK, Germany, France, Spain.
• Non-Europe: India, Japan, South Korea, Brazil, Australia.
OBJECTIVES
This research is designed to understand views concerning online privacy globally
and attitudes to Google’s new privacy policy and the response of regulators
3
10, 354
interviews in
total
(see below for
detail)
Each country
weighted to be
nationally
representative
of adults 18+
Fieldwork:
UK: 15th -17th
February
All others: 13th
– 19th March
Online
survey
METHODOLOGY
UK* GER ESP FRA BRA IND JPN SKR AUS
Unweighted
sample
2050 1050 1037 1050 1037 1022 1028 1036 1044
* For analysis purposes UK data was weighted down so that each country contributed equally
to the global score achieved

NOTES ON PUBLIC USE OF DATA
ComRes’s research is conducted in accordance with the industry code of
conduct, and the company should be consulted before any data is released into
the public domain.
4
Guidelines for the public use of survey results
ComRes is a member of the British Polling Council and abides by its rules (www.britishpollingcouncil.org). This commits
us to the highest standards of transparency. The BPC’s rules state that all data and research findings made on the basis
of surveys conducted by member organisations that enter the public domain must include reference to the following:
• The company conducting the research (ComRes)
• The client commissioning the survey
• Dates of interviewing
• Method of obtaining the interviews (e.g. in-person, post, telephone, internet)
• The universe effectively represented (all adults, voters etc.)
• The percentages upon which conclusions are based
• Size of the sample and geographic coverage.
Published references (such as a press release) should also show a web address where full data tables may be viewed,
and they should also show the complete wording of questions upon which any data that has entered the public domain are
based.
All press releases or other publications must be checked with ComRes before use. ComRes requires 48 hours to
check a press release unless otherwise agreed.

EXECUTIVE SUMMARY
KEY TAKEAWAY: Globally consumers are concerned about their online privacy
and think that national regulators should be doing more to enforce Google to
comply with existing privacy and data protection rules
5
Consumers are
concerned about
online privacy
• A majority of consumers surveyed globally say that they are concerned about their privacy online.
• Germany is the only country where a majority say they are unconcerned, perhaps due to relatively strict data
protection laws already in place that protect personal data.
Mixed views exist on
big companies
collecting personal
data
• More consumers think that big companies gathering personal data harms consumers rather than enhances
their online experience – though both views are well supported.
• Consumers in South Korea, UK, Australia and France are the most critical of big companies gathering
personal data while consumers in Brazil, India and Spain are the most sympathetic to them doing so.
Consumers say the
EU was right to
investigate Google’s
new privacy policy
• A clear majority of consumers, either in Europe or elsewhere in the world, think European regulators were
right to investigate Google’s new privacy policy.
• Consumers in Japan and South Korea are less sure, although more say they were right than wrong. A
majority in Japan say they ‘don’t know’ if regulators were right to investigate.
National regulators
should do more to
protect privacy
• Globally, consumers think that national regulators should do more to force Google to comply with existing
rules and regulations concerning data protection and privacy.
• The exception is Japan, where consumers are most likely to say current action is ‘about right,’ perhaps a
reflection on recently introduced anti-piracy legislation in Japan which makes it one of the strictest regimes in
terms of online regulation in the world.

Concern over personal privacy online (Global)
Globally, more than three-quarters of consumers surveyed are concerned about
their privacy online
7
1%3% 17% 41% 37%All respondent
Don't know Not at all concerned Not very concerned Fairly concerned Very concerned
Q1: How concerned, if at all, are you about your privacy online?
Base: All respondents (n=10354)
78% concerned about
personal privacy online
20% not concerned about
personal privacy online
o More than three quarters (78%) globally say they are concerned about their privacy online.
o Nearly two-fifths (37%) are very concerned about their privacy online.

Concern over personal privacy online (by market)
A clear majority of consumers in all countries surveyed are concerned about their
privacy online (with the exception of Germany)
8
Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050; Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044)
*Concerned = very/fairly concerned, Not concerned = not at all/not very concerned
UK GER ESP FRA
Concerned* 68% 42% 90% 72%
Not concerned 29% 56% 10% 26%
Don’t know 3% 1% 0% 2%
BRA
Concerned 90%
Not concerned 10%
Don’t know 0%
IND
Concerned 94%
Not concerned 5%
Don’t know 1%
JPN SKR
Concerned 84% 81%
Not concerned 14% 18%
Don’t know 2% 1%
AUS
Concerned 85%
Not concerned 14%
Don’t know 0%
o Consumers in India followed by Brazil and Spain are the most likely to say they are concerned about their privacy online.
o In Germany views on online privacy are fairly polarised with over half (56%) not concerned and 42% concerned.

Concern over personal privacy online (Europe)
In Europe, Spanish consumers are most concerned about their privacy online;
German consumers are least concerned
9
3%
1%
2%
4%
7%
10%
25%
50%
9%
16%
46%
34%
42%
36%
22%
8%
48%
35%
UK
Germany
Spain
France
o Germany has relatively strict data protection laws restricting the use of personal information* which perhaps explains why
the majority (56%) appear not concerned about their privacy online. However, it is worthwhile to note that a substantial.
minority (42%) is still fairly or very concerned about their privacy online.
Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050)
*Background on German privacy laws and Facebook http://www.bbc.co.uk/news/technology-14859813
http://www.guardian.co.uk/world/2013/jan/04/facebook-germany-data-protection?INTCMP=SRCH
**Concerned = very/fairly concerned, Not concerned = not at all/not very concerned
29% 68%
56% 42%
10% 90%
26% 72%
Not
concerned**
Concerned

Concern over personal privacy online (non Europe)
Across the other countries surveyed, consumers in India and Brazil are most
likely to say they are very concerned about their privacy online
10
1%
2%
1%
2%
1%
1%
1%
2%
13%
4%
13%
18%
7%
43%
21%
62%
57%
28%
42%
73%
22%
24%
62%
Australia
India
Japan
South Korea
Brazil
Base: All respondents (Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044)
14% 85%
5% 94%
14% 84%
18% 81%
10% 90%
o A vast majority of consumers in all non-European countries included in the study are concerned about their privacy online.
Not
concerned*
Concerned

11
Big companies and
consumer data

Views on personal data collected by big companies (Global)
Two-fifths of consumers surveyed globally think big companies are causing harm
by gathering large amounts of personal data for internal use
12
41%
29%
19%
11%
Consumers are being harmed
by big companies gathering
large amounts of their
personal data for internal use
Consumer experiences are
being enhanced by big
companies gathering large
amounts of their personal
data for internal use
Neither Don't know
Q2: Which one of the following statements comes closest to your view?
o Two-fifths (41%) of consumers surveyed globally say that consumers are being harmed by big companies gathering large
amounts of personal data for internal use.
o However, there is some sympathy for big companies gathering data:
• One in three (30%) think consumer experiences are being enhanced,
• One in five (19%) think consumers are neither being harmed nor having experiences enhanced,
• One in ten (11%) say they don’t know.

Views on personal data collected by big companies (by market)
Views on the collection of personal data by big companies vary by country with
consumers often being divided within countries too
13
Gathering of personal data… UK GER ESP FRA
Harms consumers 46% 39% 38% 44%
Enhances consumer experiences 18% 22% 47% 35%
Neither 21% 30% 9% 11%
Don’t know 16% 9% 6% 9%
Gathering of personal data… BRA
Harms consumers 32%
Enhances consumer experiences 51%
Neither 9%
Don’t know 7%
Gathering of personal data… IND
Harms consumers 32%
Neither 12%
Don’t know 8%
Gathering of personal data… JPN SKR
Harms consumers 21% 78%
Enhances consumer experiences 11% 8%
Neither 51% 5%
Don’t know 17% 9%
Gathering of personal data… AUS
Harms consumers 40%
Neither 18%
Don’t know 17%
o Consumers in South Korea are the most critical of big companies collecting large amounts of personal data. Consumers in the
UK, Australia, Germany and France are more likely to say it harms consumers than enhances their experience.
o Those in Brazil, India and Spain are more likely to say that personal data collected is being used to improve experiences.
o Consumers in Japan are most likely to say that gathering personal data neither harms nor enhances consumer experiences.

Views on personal data collected by big companies (Europe)
14
46%
18% 21%
16%
39%
22%
30%
9%
38%
47%
9% 6%
44%
35%
11% 9%
Neither Don't know
UK Germany Spain France
In Europe, views concerning the collection of personal data by big companies for
internal use vary by market
o In Europe, consumers in the UK, Germany and France are more likely to think that big companies gathering personal data
harms consumers.
• In Germany, 3 in 10 are neutral on the subject, probably reflecting comparatively less concern about online privacy overall.
o in Spain, consumers are more likely to think that gathering personal data for internal use enhances consumers experiences.

Views on personal data collected by big companies (non Europe)
15
40%
25%
18% 17%
32%
48%
12% 8%
21%
11%
51%
17%
78%
8% 5% 9%
32%
51%
9% 7%
Neither Don't know
Australia India Japan South Korea Brazil
o Consumers in South Korea are the most critical of big companies gathering personal data. This is not surprising given that the
country has a history of large scale compromising of personal data through hacking of social networking and government sites.*
o In contrast, there are relatively more consumers in India and Brazil that think personal data being collected by big companies is
more likely to enhance consumer experiences.
o Consumers in Japan are most likely to think that the gathering of data by big companies neither harms consumers nor
enhances their online experience.
* Example from 2011 http://www.bbc.co.uk/news/technology-14323787
Across other countries surveyed, views on whether companies gathering large
amount of personal data harms or benefits consumers are fairly diverse

16
Attitudes to regulatory
action

Attitudes to EU regulatory action (Global)
Globally, a clear majority of consumers believe European regulators were right to
investigate Google’s new privacy policy
17
66%
13%
21%
Right Wrong Don't know
One year ago, Google announced it was introducing a new privacy policy which it said streamlined existing
policies whilst enabling it to provide better consumer experiences across its products. However, data protection
authorities (non Europe countries only: in Europe) were concerned and investigated, reporting on 16th October
2012, that the “investigation confirmed our concerns about the combination of data across services. The new
Privacy Policy allows Google to combine almost any data from any services for any purposes.”
Q3: Generally speaking, do you think privacy and data protection regulators (non Europe countries only: in
Europe) were right or wrong to investigate Google’s privacy policy and how it allows the company to collect and
combine data on consumers?
o Two out of three consumers (66%) surveyed believe that regulators in Europe were right to investigate Google’s new
privacy policy with only a little over 1 in 10 (13%) thinking this was the wrong thing to do.
o One in five (21%) of those surveyed say they don’t know whether regulators were right to take action.

Attitudes to EU regulatory action (by market)
In all markets surveyed, consumers were more likely to say that European
regulators were right rather than wrong to investigate Google’s new privacy policy
18
* Please see the introduction to the question on slide 17
Q3: Generally speaking, do you think privacy and data protection regulators (non Europe countries only: in Europe)
were right or wrong to investigate Google’s privacy policy and how it allows the company to collect and combine data
on consumers?
UK GER ESP FRA
Right 71% 69% 78% 76%
Wrong 11% 14% 12% 12%
Don’t know 18% 16% 10% 12%
BRA
Right 80%
Wrong 8%
Don’t know 11%
IND
Right 73%
Wrong 10%
Don’t know 17%
JPN SKR
Right 29% 48%
Wrong 17% 23%
Don’t know 54% 29%
AUS
Right 74%
Wrong 9%
Don’t know 17%
o Consumers in Japan and South Korea are less likely to agree to agree European regulators were right than consumers in other
markets, although more agree than disagree. A sizeable proportion of consumers in Japan and South Korea say that they don’t
know.

Attitudes to EU regulatory action (Europe)
A clear majority of consumers in Europe say that regulators were right to
investigate Google’s new privacy policy
19
71%
11%
18%
69%
14% 16%
78%
12% 10%
76%
12% 12%
Q3: Generally speaking, do you think privacy and data protection regulators were right or wrong to investigate
Google’s privacy policy and how it allows the company to collect and combine data on consumers?
o In European markets, at least seven in ten say regulators were right to investigate Google’s privacy policy and how it allows
the company to collect and combine data on consumers.

In other countries surveyed, there is a clear divide between Asian and non Asian
markets – though more think action was right rather than wrong in all markets
20
74%
9%
17%
73%
10%
17%
29%
17%
54%
48%
23%
29%
80%
8% 11%
o Consumers in Australia, India and Brazil are supportive of action taken by European data regulators to investigate Google.
o Views in Japan and South Korea are more mixed. Although more agree than disagree that European regulators were right
to investigate Google, a high proportion of consumers say they don’t know whether actions were right or wrong than in
other markets.
Attitudes to EU regulatory action (non Europe)
Q3: Generally speaking, do you think privacy and data protection regulators in Europe were right or wrong to
investigate Google’s privacy policy and how it allows the company to collect and combine data on consumers?

Is current regulation sufficient? (global)
Globally, consumers think that regulators should do more to force Google to
comply with existing regulations on privacy and the protection of personal data
21
Q4: Europe: And do you think that national regulators should be doing more or less to force Google to comply
with existing European Directives on privacy and protection of personal data?
Non Europe: And do you think that national regulators in general should be doing more or less to force Google to
comply with existing rules and regulations on privacy and protection of personal data?
65%
18%
5%
11%
Should be doing moreCurrent action is about rightShould be doing less Don't know
o Two out of three (65%) of consumers surveyed believe that national regulators should do more to force Google to comply
with existing regulations concerning online privacy and the protection of personal data.
o Around one in five (18%) think the current level of action is about right.
o One in ten (11%) say they don’t know suggesting more education is required on what action is being taken and how this
benefits consumers.

Is current regulation sufficient? (by market)
In all countries surveyed (apart from Japan) consumers believe that national
regulators should do more to force Google to comply with existing regulations
22
Q4: Europe: And do you think that national regulators should be doing more or less to force Google to comply with
existing European Directives on privacy and protection of personal data?
Non Europe: And do you think that national regulators in general should be doing more or less to force Google to
comply with existing rules and regulations on privacy and protection of personal data?
UK GER ESP FRA
More 66% 73% 80% 70%
Current action is about right 14% 18% 12% 16%
Less 4% 2% 3% 6%
Don’t know 16% 6% 5% 8%
BRA
More 80%
Current action is about right 13%
Less 3%
Don’t know 5%
IND
More 60%
Less 13%
Don’t know 8%
JPN SKR
More 31% 59%
Current action is about right 36% 19%
Less 6% 11%
Don’t know 27% 12%
AUS
More 69%
Less 3%
Don’t know 11%
o In Japan, views are fairly evenly split between ‘more regulation’ (31%), ‘current action is about right’ (36%) and ‘don’t know’
(27%).

Is current regulation sufficient? (Europe)
23
66%
14%
4%
16%
73%
18%
2% 6%
80%
12%
3% 5%
70%
16%
6% 8%
More Current action is about right Less Don’t know
Q4: And do you think that national regulators should be doing more or less to force Google to comply with
existing European Directives on privacy and protection of personal data?
In all European markets, consumers say national regulators should do more to
force Google to comply with EU directives concerning data protection and privacy
o At least two-thirds in all European markets surveyed say that national regulators should be doing more to force Google to
comply with existing European Directives on privacy and the protection of personal data.

Consumers in non European markets, aside from Japan, agree that national
regulators should be doing more to force Google to comply with existing rules
concerning data protection and privacy online
24
69%
17%
3%
11%
60%
19%
13%
8%
31%
36%
6%
27%
59%
19%
11% 12%
80%
13%
3% 5%
More Current action is about right Less Don’t know
o In all non European markets apart from Japan, consumers think national regulators should be doing more to force Google
to comply with current regulations concerning online privacy and data protection.
o The relatively high score for ‘current action is about right’ (36%) in Japan is probably a reflection on the recently introduced
anti-piracy legislation which makes Japan one of the most stringent anti-file sharing regimes in the world.*
Is current regulation sufficient? (non Europe)
Q4: And do you think that national regulators in general should be doing more or less to force Google to comply
with existing rules and regulations on privacy and protection of personal data?
* Background on file-sharing legislation in Japan: http://www.bbc.co.uk/news/technology-19767970;
http://www.wired.co.uk/news/archive/2012-10/02/japan-strict-copyright-law

Summary of results
Summary of results
26
UK GER ESP FRA AUS IND JPN SKR BRA
Concern over
privacy online
Concerned
Not (very)
concerned
Very
concerned
Concerned
Very
concerned
Very
concerned
Very
concerned
Very
concerned
Very
concerned
Gathering of
personal data
by big
companies
Harmful Harmful
Enhances
consumer
experience
Harmful Harmful
Enhances
consumer
experience
Neither
Very
harmful
Enhances
consumer
experience
EU right to
investigate
Google
Right Right Right Right Right Right Don’t know
Mostly
right
Right
National
regulators
should do more
or less
More More More More More More
Current
action is
about right
More More

Key findings and recommendations
KEY TAKEAWAY: Big Brother Watch has a role to play in educating the public
globally on the issues and in acting as an advocate for their concerns. Any
communications activity undertaken should reflect market nuance
28
Recommendations:
• More work could be done globally to
establish what the key concerns are in
each market to better inform
communications activity.
• Big Brother Watch has a role to play in
educating consumers as to what the
main threats to their security online are
and what consumers can do to protect
themselves against them.
• More work could be done in Germany
to educate the public about the threats
that exist as concern is currently
weaker in this market than in others.
Recommendations:
• More work could be done to establish
what the public knows about how big
companies collect and use their data
and to educate them on this if they
don’t know.
• Big Brother Watch has a role to play
highlighting public concern in this area
to regulators and policy makers
nationally.
• Messaging on this subject should be
tailored to each country to account for
market nuance as opinions by market
differ on this subject.
Finding: Majority of consumers globally
think regulators in Europe were right to
investigate Google's new privacy policy
and most think more should be done to
force Google to meets existing
regulations.
Recommendations:
• Big Brother Watch should highlight the
public appetite for more action to
regulators and policy makers.
• Criticism from Google on regulatory
action can be refuted by the fact the
public regulators were right to
investigate their new privacy policy.
•Specific work should be done in Asia to
remind consumers of the actions
regulators can take and why this is
beneficial to them.
Finding: A majority of consumers
globally are concerned about their
privacy online.
Finding: More consumers globally
believe that big companies gathering
personal data is harmful to consumers
rather than enhancing their online
experience. However, opinions are
divided, particularly in Asia.

Summary of results by gender and age
30
Base: UK (All 2050; Men 966, Women 1084; 18-24 184, 25-34 319, 35-44 388, 45-54 367, 55-64 327, 65+ 465)
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 68 63 73 59 68 71 66 67 73
Not concerned 29 34 24 34 27 26 31 30 27
Don’t know 3 3 3 7 4 2 3 3 0
Gathering of personal data…
Harms consumers 46 48 44 43 43 45 45 45 52
Enhances consumer experiences 18 20 16 24 24 22 16 12 11
Neither 21 22 20 12 16 20 23 28 24
Don’t know 16 11 20 21 17 14 16 15 14
Right 71 72 69 65 61 66 72 79 79
Wrong 11 11 10 10 16 14 9 9 7
Don’t know 18 17 20 25 24 20 19 12 14
More 66 68 65 51 57 64 72 75 74
Current action is about right 14 15 14 14 16 15 13 14 15
Less 4 5 3 8 8 6 1 1 1
Don’t know 16 13 19 28 20 15 15 11 11
Views on personal
data collected by big
companies
European regulators
right or wrong to
privacy policy?
Should national
regulators (in general)
do more or less to
force Google to
comply?
Gender (%) Age (%)(%)

31
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 42 43 42 55 49 39 48 43 33
Not concerned 56 55 57 44 51 59 52 55 65
Don’t know 1 1 1 2 1 2 0 1 2
Harms consumers 39 44 35 48 35 39 46 35 37
Neither 30 28 33 21 32 31 27 31 34
Don’t know 9 7 11 6 5 10 8 11 9
Right 69 75 63 72 69 67 69 69 70
Wrong 14 12 17 16 21 11 17 9 14
Don’t know 16 13 20 12 11 22 14 22 15
More 73 75 71 75 75 65 76 74 76
Less 2 3 2 5 3 4 2 0 1
Don’t know 6 4 8 6 3 8 6 8 6
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: Germany (All 1050; Men 537, Women 513; 18-24 110, 25-34 161, 35-44 224, 45-54 199, 55-64 156, 65+ 200)

32
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 90 90 91 93 87 93 90 93 88
Not concerned 10 10 9 6 13 7 10 7 12
Don’t know 0 0 1 1 0 0 0 0 0
Harms consumers 38 40 35 39 40 35 36 40 38
Neither 9 7 11 5 9 8 12 12 8
Don’t know 6 5 7 6 4 5 8 5 7
Right 78 77 79 84 75 82 78 78 74
Wrong 12 13 11 11 14 11 9 10 14
Don’t know 10 9 11 5 10 7 13 12 12
More 80 78 82 72 82 83 80 87 76
Less 3 4 1 4 4 3 0 1 2
Don’t know 5 3 6 5 4 4 6 7 4
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: Spain (All 1037; Men 540, Women 497; 18-24 110, 25-34 233, 35-44 217, 45-54 175, 55-64 157, 65+ 145)

33
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 72 73 71 82 81 74 71 65 63
Not concerned 26 27 26 16 18 24 26 33 36
Don’t know 2 1 2 1 1 2 3 2 1
Harms consumers 44 49 40 53 48 41 41 44 43
Neither 11 9 13 8 10 12 12 13 11
Don’t know 9 7 12 9 10 11 8 10 8
Right 76 79 73 84 75 72 75 77 75
Wrong 12 11 13 6 13 14 11 12 12
Don’t know 12 10 15 9 12 14 13 11 13
More 70 71 68 68 72 65 66 74 73
Less 6 6 5 5 4 7 6 7 4
Don’t know 8 7 10 10 8 9 11 7 6
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: France (All 1050; Men 503, Women 547; 18-24 124, 25-34 186, 35-44 200, 45-54 194, 55-64 167, 65+ 179)

34
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 85 84 86 78 82 86 85 90 90
Not concerned 14 15 14 21 17 13 15 10 10
Don’t know 0 0 0 1 1 1 0 0 0
Harms consumers 40 43 37 37 33 43 39 38 49
Neither 18 16 19 16 18 18 14 20 19
Don’t know 17 12 23 15 17 15 19 19 18
Right 74 75 74 71 67 75 69 78 84
Wrong 9 11 7 9 8 9 14 8 5
Don’t know 17 15 20 20 25 16 17 14 10
More 69 70 67 56 61 70 74 70 80
Less 3 4 2 7 7 5 1 0 0
Don’t know 11 8 14 14 12 10 11 13 6
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: Australia (All 1044; Men 499, Women 545; 18-24 139, 25-34 184, 35-44 191, 45-54 181, 55-64 160, 65+ 189)

35
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 94 93 96 94 94 94 94 97 93
Not concerned 5 6 3 4 4 5 5 3 7
Don’t know 1 1 1 1 3 1 1 0 0
Harms consumers 32 31 33 29 35 29 37 34 31
Neither 12 10 14 12 9 12 13 10 22
Don’t know 8 6 9 8 5 8 9 13 5
Right 73 77 67 73 77 72 71 65 70
Wrong 10 8 13 15 11 9 10 7 5
Don’t know 17 14 20 13 12 19 19 28 25
More 60 62 57 54 66 58 62 60 59
Less 13 13 12 16 13 16 9 7 3
Don’t know 8 7 10 8 6 9 11 12 8
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: India (All 1022; Men 568, Women 454; 18-24 294, 25-34 275, 35-44 198, 45-54 134, 55-64 80, 65+ 41)

36
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 90 88 92 88 91 93 91 88 86
Not concerned 10 12 7 11 9 7 9 11 14
Don’t know 0 0 1 1 0 0 0 1 0
Harms consumers 32 32 32 27 31 34 33 35 44
Neither 9 8 10 14 7 5 12 7 12
Don’t know 7 6 9 6 5 10 8 5 14
Right 80 81 80 78 82 82 84 77 77
Wrong 8 10 6 9 8 7 7 9 11
Don’t know 11 9 14 12 10 11 9 14 12
More 80 81 79 74 80 84 81 89 74
Less 3 4 2 4 1 2 3 2 8
Don’t know 5 3 6 4 7 3 3 3 7
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: Brazil (All 1037; Men 524, Women 513; 18-24 273, 25-34 259, 35-44 215, 45-54 141, 55-64 117, 65+ 32)

37
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 84 83 85 86 81 80 82 86 86
Not concerned 14 16 12 12 17 17 15 13 12
Don’t know 2 1 3 1 2 3 3 0 2
Harms consumers 21 23 19 28 22 27 19 17 17
Neither 51 52 50 46 49 55 50 54 51
Don’t know 17 13 21 14 18 9 20 19 21
Right 29 33 24 28 34 32 26 28 26
Wrong 17 20 15 23 17 16 21 15 16
Don’t know 54 47 60 49 49 53 53 58 57
More 31 35 27 28 31 33 38 28 30
Less 6 7 4 4 9 2 7 6 6
Don’t know 27 21 32 24 26 24 28 30 27
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: Japan (All 1028; Men 538, Women 490; 18-24 87, 25-34 157, 35-44 185, 45-54 157, 55-64 235, 65+ 207)

38
Concern over
personal privacy
online
TOTAL Men Women 18-24 25-34 35-44 45-54 55-64 65+
Concerned* 81 78 84 84 83 84 80 81 73
Not concerned 18 22 14 16 17 15 19 19 24
Don’t know 1 0 1 0 0 1 1 0 3
Gathering or personal data…
Harms consumers 78 80 76 70 81 84 79 79 73
Neither 5 6 5 8 2 4 4 5 9
Don’t know 9 6 12 15 11 4 8 8 10
Right 48 54 42 40 50 50 47 47 54
Wrong 23 23 23 23 19 23 21 28 28
Don’t know 29 23 35 37 31 27 32 25 18
More 59 62 55 44 62 63 64 66 51
Less 11 12 10 13 9 9 8 10 17
Don’t know 12 8 16 17 15 11 13 6 6
Views on personal
companies
European regulators
right or wrong to
privacy policy?
Should national
do more or less to
force Google to
comply?
Base: South Korea (All 1036; Men 561, Women 475; 18-24 155, 25-34 195, 35-44 213, 45-54 225, 55-64 189, 65+ 59)

For more information please contact:
39
Keiran Pedley
Research Team Manager - Political & Media
ComRes
Keiran.Pedley@comres.co.uk
020 7871 8664

Global privacy research

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