Consumers say brands collecting too much personal information they don’t need, don’t trust them to handle it responsibly

News 31 Jul 2023 - 2 min read

Consumers say brands collecting too much personal information they don’t need, don’t trust them to handle it responsibly

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Fully 84 per cent of Australians think businesses and brands are collecting too much personal information that they don’t really need – and only 9 per cent think that the government is doing enough to strengthen regulations about how much personal data businesses can collect and store.

The findings, from a poll of 3,493 Australian consumers conducted last month, add credence to similar findings by consumer groups and privacy advocates now urging government to take a hard line on regulatory reform.

The survey, undertaken by research firm LoopMe, included questions from Mi3. It also found:

75 per cent of Australians don’t trust businesses to handle their data responsibly.
80 per cent of Australians have refused to provide personal information to businesses due to concerns about data security.
77 per cent of Australians ranked knowing how businesses will use personal data as ‘very important’. (Though 8 per cent stated it is ‘not at all important’.)

While only 9 per cent think the government is doing enough to strengthen data privacy laws, the picture is more nuanced. Only 22 per cent said the government is definitely not doing enough, with the majority 69 per cent, stating it is doing ‘somewhat’ enough.

Survey responses around trust were more binary. Only 6 per cent said they trust businesses to handle their personal data responsibly, versus 75 per cent that do not. 18 per cent said ‘maybe’.