--- description: Data protection tools are common online but do UK online shoppers regularly use them to guard their identities from companies? We investigated to find out. image: https://gdm-localsites-assets-gfprod.imgix.net/images/getapp/og_logo-94fd2a03a6c7a0e54fc0c9e21a1c0ce9.png title: Study: Do web shoppers use available data protection tools? --- # 68% of web shoppers say data collection is unavoidable online Canonical: https://www.getapp.co.uk/blog/3222/data-collection-unavoidable-for-web-shoppers Published on 10/11/2022 | Written by David Jani. ![68% of web shoppers say data collection is unavoidable online](https://images.ctfassets.net/63bmaubptoky/nRjRNOCbQeMXWpOGoc9Z3WMf08oF16kEHj1CKDY2QkQ/068fdedf586a82f41e71507d7d1ff812/UK-GetApp-Consumer-Data-Privacy-Header.png) > Practices such as General Data Protection Regulation (GDPR) management follow strict guidelines for how first-party data must be collected by companies. However, is that enough to ensure data privacy for the UK ’s online shoppers is truly felt by the public? Furthermore, does this lead to the widespread use of data protection tools? ----- ## Article Content Practices such as General Data Protection Regulation (GDPR) management follow strict guidelines for how first-party data must be collected by companies. However, is that enough to ensure data privacy for the UK ’s online shoppers is truly felt by the public? Furthermore, does this lead to the widespread use of data protection tools?In this articleHow do online shoppers feel about companies using their data?What tools are online shoppers using to protect themselves?What does this tell us about consumer data protection habits?As we saw in our first look into first-party data privacy and collection, consumers have a clear hierarchy of the most sensitive information. More crucially, we observed that 88% would cut ties with companies that didn’t value the sensitivity and security of their user data.In this second glimpse into first-party customer data and its use, we’ve focused on how our 1,019 participants interact with data protection tools that can guard their online identity. From this, we want to assess how online shoppers use available tools to protect their data security and digital identities.Our full methodology can be found at the end of this article. How do online shoppers feel about companies using their data?We’ve already explored consumers’ perceptions about the types of first-party data companies collect from them and the circumstances in which they feel motivated to share information. However, we also observed that 62% of respondents agreed with the statement ‘I am nervous to share personal information with companies online’.To investigate this sentiment further, we also asked our sample about their feelings about being tracked online. We first did this by focusing on online ads specifically.How does online advertising use first-party data?Online advertising is designed to adapt to users’ habits and preferences based on the identity data collected from them online. This relies heavily on the first-party information companies can collect from their users to tailor display ads to their preferences. This, in turn, helps to improve conversion rates or repeat sales.The personalisation involved with online advertising can lead users to worry about being monitored by companies. We observed this in our sample when we asked whether they felt ‘online ads know too much about them’.   More than half of our survey sample said they felt online ads knew too much about them and their online activities. Whilst 19% said they weren’t sure, only 22% of our respondents gave a definitive no to this answer.We also found that the public feels it is impossible to avoid online data collection in the first place. This was shown when over two-thirds (68%) of respondents said they didn’t feel they could go through a normal day without data being collected. This suggests a certain amount of resignation to the fact that data is a necessary evil of being online.Yet, the extent that the public exercises its right to opt out of personal data collection remains to be seen. Online consumers have many options available that let them block the receipt of their user data, from cookie opt-outs to virtual private networks (VPNs). Are these methods put to use to combat this perceived lack of privacy? What tools are online shoppers using to protect themselves?We’ve already observed a feeling of being watched amongst our sample. The perception is that ads know too much about them and that having their data collected is seemingly seen as an everyday fact for internet users. Therefore, we wanted to see how users actively try to assert control over this situation.  There are many options in the public’s security and data protection toolkit. This includes available software and choices such as:VPN softwareSecurity focused web browsersSecure email inboxesData opt-outs under GDPRThese offer a good opportunity for online consumers keen to avoid the consumer data collection they claim is inescapable or from being served ads that appear to know too much about them. Yet, as the results below show, we didn’t observe a very high uptake of these tools.Virtual private networks (VPNs)Virtual private networks or VPNs have many advantages for online privacy and cyber security. They allow users to mask their IP address so companies and other organisations cannot easily track their online activities. This can help protect their identities online.However, when we asked our sample if they used VPNs, we found that very few participants took up this option.Just over a quarter of our sample said they used VPN software, whilst 64% said that they didn’t. Nearly a tenth said that they didn’t know what a VPN is. This could therefore indicate that the public lacks awareness of how these tools can assist them in remaining anonymous. Alternatively, this could be explained by a lack of sufficient motivation to protect their information using a dedicated encryption tool.How do VPNs work?Companies and the public use VPNs to protect online connections and communications. As Gartner explains in its definition of a VPN, ‘it uses encryption software or hardware to bring privacy to communications over a public or untrusted data network’.The encryption allows sensitive data to be transmitted safely and the user’s connection to be protected from observing entities. This may include companies, governments, or hackers. In other words, the VPN creates a walled-off connection that allows the data to be shared securely with the people you choose without being tracked. Privacy-focused web toolsConsumers looking to protect their online privacy and their data from companies have a few web-browser-based options they can use to improve online anonymity. Web browsers have built-in options, such as incognito modes, allowing users to browse the web without sharing identifying data.Additionally, websites and companies allow people surfing the web to consent to the sharing of non-essential cookies (as is their right under UK GDPR). Some people go the extra mile with this and opt for a privacy-focused web browser which removes almost all data tracking by never storing browsing history, search history, and cookies.We asked our sample if they chose to use privacy-focused companies for web browsing or email inboxes and generally found that they weren’t popular for everyday use. The biggest group, representing 29% of our sample, said they never used them. Less than a tenth said they always used them, and 24% said they used them sometimes. The same was true of the use of incognito mode. Only 6% said they always used these identity-protecting functions, 14% said they used them often, and 26% said they used them sometimes. However, 40% said they rarely or never used incognito mode. 14% said they didn’t know what it was.A similar pattern was seen with participants actively using their right to opt out of tracking cookies. We saw that only 15% of our sample declined all cookies (not including those required for the site to function) when shown a cookie authorisation page or popup, while 23% declined some. 56% said they accepted all cookies.Tips for SMEsInformed consent is a must when collecting first-party data. As our results show, while over half of our sample always accept all cookies, around 44% reject some or all of them.Companies need to look at ways to reduce that number to avoid losing valuable data from users. This requires presenting users with ways to opt in later if they reject a consent box the first time.Tools such as data analysis software, UX software, and content management systems can help businesses find organic ways to create data opt-in solutions that are optimised to user journeys, GDPR compliant, and get the best response rates.    Again, despite the fears of being tracked by companies shown in our results so far, many of our participants didn’t take available measures to prevent their data from being collected. This will likely be a relief for companies looking to obtain the most information about their users possible. Email trackingLast but not least, we looked into how the public reacts to email tracking online. Companies use this information to monitor performance analytics via metrics such as the number of emails opened, the locations they are read in, and whether links are clicked.Most email inboxes allow this tracking to be turned off, according to the Electronic Frontier Foundation (EFF), and some even have it deactivated as a default setting. However, is this an option that online shoppers would favour using?In this case, we observed a clear desire to limit the consumer data collected by companies. 58% said that if given the opportunity, they would choose to opt out of email tracking, compared with 13% who said no and 29% who said they weren’t sure.However, we’ve observed a trend of users not always taking up these available extra privacy options. It, therefore, remains to be seen how many of the 58% have actively disabled the tracking. What does this tell us about consumer data protection habits?Data processing can be somewhat of a tug of war between companies seeking to maximise their knowledge of customers versus a public attempting to maintain privacy and anonymity online. This was the trend we observed in first-party data and consumer privacy throughout this study. This has given us two main learnings about UK online shoppers’ feelings about online security and first-party data.Weighing up convenience against discomfort Consumers are constantly chasing a balance between protecting online privacy versus the convenience of using and accessing web apps and websites. As we saw in a previous study on biometric information, 93% willingly shared sensitive biometric data such as fingerprints with private companies to receive services. Yet throughout this current investigation, we’ve observed a clear uneasiness in trusting companies with their information. Companies need to investigate their processes for obtaining user consent carefully to make sure it is as smooth as possible for users. Limited public awareness of data protection toolsSecondly, there is a question mark over whether the public is properly aware that they have tools that can help them protect themselves and their online data. As things stand, we noted an overall lack of common use of these options amongst our sample at large. On the other hand, the public has become increasingly aware of when cookies and data are being collected or sought thanks to GDPR. We saw in this study this can lead to as much as 44% rejecting some or all cookies, or leaving the page, when presented with a consent box. To narrow the gap, businesses should look for natural, optimised strategies to re-engage any ‘dropouts’. Online privacy is an ever-changing issue and is set to change further in the future as new technologies emerge. Online habits and regulations adapt over time, which companies and consumers need to be ready to deal with. Nevertheless, our study has shown that maximising the collection of first-party data is gained through trust and good practice from businesses.Looking for GDPR compliance software? Check out our catalogue. ## Disclaimer > MethodologyThe data for GetApp’s 2022 First-Party Data Survey was collected in September 2022 and comprises answers from 1,019 participants. We selected our survey sample based on the following criteria:UK residentsAged between 18 and 65 years oldShop online at least once per monthNOTE: This article is intended to inform our readers about business-related concerns in the United Kingdom. It is in no way intended to provide legal advice or to endorse a specific course of action. For advice on your specific situation, consult your legal counsel ## About the author ### David Jani David is a Content Analyst for the UK, providing key insights into tech, software and business trends for SMEs. Cardiff University graduate. 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