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An analysis of the data privacy findings from Ovum’s Digital Consumer Insights 2018: Communication and Media and Commerce surveys, covering 5,122 consumers across five markets, including an examination of the implications and recommendations for service providers.


  • Consumers in emerging markets are as concerned about data privacy as those in mature markets, if not more so on certain points. 63% of South Africans are extremely concerned about data fraud, which is a higher proportion than in mature markets.
  • Fears over data security and privacy are prompting consumers to use services less, or not at all. In the case of social platforms, concerns have caused 10% of respondents to churn, while 20% use the service a lot less.
  • We recommend that all organizations embrace accountability, even if they are not required to by legal stipulations such as GDPR. The survey findings make it crystal clear that consumers are more comfortable sharing their data if they feel in control.

Features and Benefits

  • Understand what worries consumers most about data privacy and security.
  • Discover the actions required to make consumers more willing to share personal data.
  • Learn which organizations are most trusted with data security and privacy, and which are not.
  • See how consumers are responding to organizations they do not trust with their personal data.

Key questions answered

  • What are the key concerns consumers have over data privacy and security?
  • What must organizations do to make consumers trust them more with personal data?
  • What evidence is there that consumers are using services less due to concerns over data security and privacy?
  • Are consumers in emerging markets as worried about data security and privacy as users in mature markets?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2018: Data Privacy

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