Brits using GDPR for a data ‘spring clean’

According to new research by the7stars, 65% of Brits say the incoming General Data Protection Regulation will prompt them to have a ‘spring clean’ of the companies who hold their data.

The findings highlight consumer appetite to take greater control of personal data ahead of Friday’s deadline (25 May).

The overall awareness of GDPR has also increased over the past three months with 52% claiming to understand the regulation compared with 27% in February. Additionally, the majority of consumers (82%) have noticed companies asking them to review their data privacy settings.

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Consumers are increasingly questioning how their personal information is being used, with 57% saying GDPR will make them think twice about giving companies their information, and 43% claim they will exercise their right to be forgotten (up 9% quarter-on-quarter).

Meanwhile, the survey also demonstrated the risk of consumers not re-opting to receive communications, with 35% of survey respondents saying they won’t want to sign up to things they are already a part of.

“Transparency will be of increasing importance and no longer will brands capitalise on reams of illegible T&Cs,” said Frances Revel, the7stars.

“This represents a watershed moment for brands and media owners. We’re poised to enter a new era where far greater control is being placed in the hands of the consumer.”