This study offers a snapshot of UK Smartphone users attitudes and expectations around companies’ use of their personal data. Conducted for MEF by On Device Research in association with Assurant, the paper forms part of MEF’s Annual Global Consumer Trust Study.
Conducted in May of 2018, the goal of the paper is to shed light on consumer understanding of the EU regulation, their data protection rights and the key principles of GDPR including consent, data deletion and data storage.
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The survey explored a number of GDPR issues to get insights into the users’ understanding of the topics, providing demographic insight and data including:
Do consumers think mobile apps & services companies keep personal data safe?
How likely is a consumer to contact mobile app company to ask for data to be deleted
What do consumer know about their legal rights regarding personal data
Were consumers aware of the changes to personal data in the run up to the new regulation