European Privacy Market Reseach 2023

In the past decades, digitisation of society has pushed the topic of privacy on the agenda of policy makers and boards. In 2018 we witnessed the implementation of the European General Data Protection Regulation (GDPR). Five years later, one of the most vital questions is how citizens perceive the effects of this legislation.

KPMG conducted an extensive survey amongst the citizens of the eighteen largest countries in Europe. This KPMG survey demonstrates the positive effects of the GDPR, yet also highlights the fact that new technological developments such as the rapid rise of AI alter expectations.

The stakes are higher than ever before.

European Privacy market research 2023

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The Irish perspective

Ireland is well above the European average in terms of concerns about its privacy. This concern is also reflected in the high percentages of people who find the rise of AI worrying in relation to their privacy and are pessimistic about the future in terms of their privacy.

73%

are more concerned about their privacy compared to 5 years ago.

46%

of the respondents from Ireland are pessimistic about the future of their privacy.

Perception of Privacy

72 percent are more concerned about their privacy than 5 years ago, which is well above the European average of 59 percent. 46 percent of the respondents in Ireland believe they are doing well in terms of privacy compared to other countries.

Only 24 percent think that all the attention to privacy is exaggerated, and that we should worry about more important matters.

55 percent believe they have more control over their data compared to 5 years ago.

Perception of Privacy

72 percent are more concerned about their privacy than 5 years ago, which is well above the European average of 59 percent. 46 percent of the respondents in Ireland believe they are doing well in terms of privacy compared to other countries.

Only 24 percent think that all the attention to privacy is exaggerated, and that we should worry about more important matters.

55 percent believe they have more control over their data compared to 5 years ago.

Social Media & Internet

The cookie consent pop-ups are found inconvenient by 23 percent.

25 percent do not agree with intelligence agencies monitoring their behaviour to prevent possible crimes.

42 percent do not believe that social media keeping track of the ads they watch is beneficial.

Privacy & Trust

In Ireland, respondents place the highest trust in banks with regard to their personal data, followed by healthcare providers and the government.

Notably, this is one of the few countries where the police & judiciary do not rank within the top three. The respondents prioritise the same top three organisations when asked which organisation they consider most important when handling personal data properly.

Like in all countries, the respondents from Ireland trust social media the least with their personal data.

Creepy or cool?

75 percent consider TikTok’s algorithm learning from your viewing habits creepy.

The same view is shared by 79 percent of the respondents on smart assistants continuously listening to you.

84 percent believe that deepfakes are creepy.

Look ahead

46 percent of the respondents from Ireland are pessimistic about the future of their privacy.

Half of the respondents, however, do have confidence that the protection of personal data will further improve in the future.

Get in touch

KPMG’s Cyber Security Services practice can help you maintain your information protection agenda as your business and technology programs evolve by providing greater visibility and understanding of changing risks.

Contact Dani Michaux, EMA Cyber Leader, to find out more about the risks and how we can assist in protecting your business. We'd be delighted to hear from you.