Key findings

  • 52% of Britons say controlling who can access their data is very important, but 44% only take moderate steps to protect it.
  • 59% are concerned about how much data is collected about them online, yet 38% say they no longer know how to protect their personal information.
  • Generational divides are clear: 63% of over‑55s value data access limits, compared with just 36% of 18–34s. Younger adults are more likely to take a “moderate care” approach to data protection.

Data Privacy Day, observed every 28 January, focuses attention on how personal information is collected, shared, and protected. New YouGov Profiles data shows that a majority of Britons place a high value on controlling access to their data, but many also describe their own privacy behaviours as limited or uncertain.

Limiting access is a priority for many, but confidence and behaviour vary by age

Overall, 52% of Brits say that limiting who has access to their data is very important to them. Only small minorities say they do not care who has access (3%) or choose none of the provided options (2%). However, 44% say they take only moderate care in protecting their data, indicating that strong stated preferences do not always translate into stringent protective behaviour.

These views differ markedly by age. Among those aged 55+, nearly two-thirds (63%) say limiting access is very important, compared with 49% of 35–54s and 36% of 18–34s. Younger adults are more likely to describe their behaviour as cautious but not intensive: 55% of 18–34s say they take moderate care in protecting their data, compared with 46% of 35–54s and 35% of over-55s.

Concern extends beyond specific technologies to the broader online environment

Asked about technology and online behaviours, Brits’ concerns appear to be driven more by the scale of online data collection than by any single device or network. Nearly six in ten (59%) say they are worried about how much data people have about them on the internet, the highest level of agreement among the statements shown.

At the same time, the data indicates uncertainty about how to respond. Some 38% say they do not know how to protect their personal information on the internet anymore, and 40% agree that clearing cookies from browsers is the easiest way to maintain internet security, pointing to the prominence of relatively simple actions in how some people think about online protection. Meanwhile, 28% say they do not worry much about privacy when using the internet, highlighting that concern is not universal.

Men are more likely than women to express concern about wearable data being used by companies to learn about their lifestyle (50% vs 43%). Women are more likely to say they do not know how to protect their personal information online anymore (40% vs 35%). Men are also more likely to agree that people only worry about personal data on the internet if they have something to hide (25% vs 18%).

Views on 5G are comparatively lower: 29% of the general British population say they have concerns about 5G and their data privacy, and 32% say they are concerned about safety risks if 5G technology fails, with little difference between men and women on these measures.

Most Britons say controlling who can access their data is important, but many also report taking only moderate care or feeling unsure how to protect themselves online. Alongside concern, there is a continuing need for clearer understanding of what effective data protection looks like in practice.

Methodology:

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between December 2024 and December 2025, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.

Image: Getty Images

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