Global consumers want similar things when it comes to personal data. In this slideshow, we explore the sentiments about data privacy expressed by people across countries, industries, and data types. For more information, please check out the BCG report, "The Trust Advantage" (http://on.bcg.com/1gr9j5P) and visit the "Big Data and Beyond" section of bcg.perspectives (http://on.bcg.com/1g7tpgc).

1. Data Privacy by the Numbers
March, 2014

2. BCG Trust Slideshow-Slideshare-final.pptx 1Draft—for discussion only
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At a glance
• Global consumers agree about many things related to personal data.
• But important differences remain across countries, industries, and data
types.
• This slideshow explores the landscape of data privacy around the world.
• Companies that excel at creating trust should be able to increase the
amount of consumer data they can access by at least five times in most
countries.
• The resulting torrent of newly available data will meaningfully shift market
share and accelerate innovation – that's what we call Trust Advantage.
Source: Survey of 10,000 consumers aged 18 and older in developed and developing countries, conducted as part of BCG's larger 2013 Global Consumer Sentiment Survey

3. BCG Trust Slideshow-Slideshare-final.pptx 2Draft—for discussion only
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Caution: Data on board
For consumers in most countries, the privacy of personal data remains a top issue
Note: Survey question: "You have to be cautious about sharing your personal information online." Responses given on a scale of 1 to 10, from "strongly agree" to "strongly disagree." Included are the
responses "agree" or "strongly agree."
Source: BCG Global Consumer Sentiment Survey 2013

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Age is not a dividing line
Millennials and non-Millennials report similarly high levels of caution
Note: Survey question: "You have to be cautious about sharing your personal information online." Responses given on a scale of 1 to 4, from "strongly agree" to "strongly disagree." Included are the
responses "agree" or "strongly agree." Millennials are defined as those aged 18 to 34; Non-Millennials are aged 35 and above. The countries included define the generational age ranges in
comparable ways
Source: BCG Global Consumer Sentiment Survey 2013

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The generations agree about privacy
Financial, family, and health information are considered the most private types of data in the U.S.
Note: Survey question: "How private do you consider the following types of personal data" Younger Millennials are respondents aged 18 to 24; older Millennials are respondents aged 25 to 34;
Gen-Xers are respondents aged 35 to 48; Baby Boomers are respondents aged 49 to 67; Silents are respondents aged 68 and older
Source: BCG Global Consumer Sentiment Survey 2013

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The world's citizens share common concerns
Credit card and financial information are considered the most private types of data globally
Note: Survey question: "How private do you consider the following types of personal data?"
Source: BCG Global Consumer Sentiment Survey 2013

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Where privacy matters most
Developed-country consumers tend to worry more about privacy than developing-country
consumers
Note: Survey question: "How private do you consider the following types of personal data?" Bubble size shows the absolute difference between the percentage of respondents in rapidly developing
economies and the percenage of respondents in developed countries who answered "moderately private" or "extremely private."
Source: BCG Global Consumer Sentiment Survey 2013

8. BCG Trust Slideshow-Slideshare-final.pptx 7Draft—for discussion only
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Industries of greatest concern in Europe
Consumers worry the most about online, financial, and telecom companies
Note: Survey question: "With which, if any, of the following types of companies do you have concerns about sharing your private data?"
Source: BCG Global Consumer Sentiment Survey 2013

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Industries of greatest concern in select developed countries
Consumers worry the most about online and financial companies
Note: Survey question: "With which, if any, of the following types of companies do you have concerns about sharing your private data?"
Source: BCG Global Consumer Sentiment Survey 2013

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Industries of greatest concern in select developing countries
To widely varying degrees, consumers often worry about online, telecom, and financial companies
Note: Survey question: "With which, if any, of the following types of companies do you have concerns about sharing your private data?"
Source: BCG Global Consumer Sentiment Survey 2013

11. BCG Trust Slideshow-Slideshare-final.pptx 10Draft—for discussion only
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Consumers want control
In most countries, citizens want easy ways to shape the use of data about them
Note: Survey question: "If I were given simple tools to control how my personal data were used, I would use those tools."
Source: BCG Global Consumer Sentiment Survey 2013

12. BCG Trust Slideshow-Slideshare-final.pptx 11Draft—for discussion only
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How to unlock more big data
Generating trust can often increase access to consumer data by at least five times
Note: The exhibit shows survey responses that are comparable for the purposes of demonstrating the effect of trust on consumer's willingness to share personal data. Survey question (green): "If I
had the ability to prevent the harmful uses of data, I would be more willing to let companies use data about me." Included are the responses "agree" or "strongly agree"—that is, those consumers who
are willing to share data when they can trust that potential harm will be mitigated. Survey question (blue): "Data should only be used by a company for the purpose for which it was collected." Included
are the responses "disagree" or "strongly disagree"—that is, those consumers who are willing to share data even when they cannot trust that the data will not be used in contexts in which it could
cause harm
Source: BCG Global Consumer Sentiment Survey 2013

13. BCG Trust Slideshow-Slideshare-final.pptx 12Draft—for discussion only
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Thank you