May 25, 2023, marks exactly five years since the General Data Protection Regulation (GDPR) formally came into force. It is interesting to pause at this moment and look back at what the past five years have meant in terms of privacy. KPMG has taken this opportunity to conduct research (as it did in 2018*, among others) on the privacy perception of Dutch consumers. By comparing this year's results with those of 2018, we were able to observe a number of interesting trends and developments. In this research, these are highlighted and explained as best we can.

Furthermore, the focus of this research is ‘privacy and trust’. What is the level of trust the Dutch have in organizations to properly safeguard privacy? And is this actually considered important? We also look at how the Dutch feel about recent developments such as the monitoring of Internet behavior, the use of algorithms and artificial intelligence (AI) and how these developments relate to privacy.

Expectations of Dutch people

The majority of Dutch people do not expect attention to privacy to decrease in the future. In fact, a majority of Dutch people believe that the protection of personal data will continue to improve. 

graphic protection of personal data
Graphic focus on privacy

More concerns about privacy and handling of personal data

The Dutch have become more aware of the importance of privacy and also see that parties have started to take their privacy more seriously. Despite increased awareness and the idea that their privacy is taken more seriously, 44% of Dutch people say they are more concerned about privacy and the handling of their personal data now than they were five years ago.

Graphic privacy is taken seriously
Graphic nothing to hide
Graphic concerned about privacy