Public reluctant to share data with charities – survey

Charities, internet companies and media firms are among organisations people are least likely to want to share their personal data with.

Joe Lepper | 6th Sep 18
Default CDN Image Charities, internet companies and media firms are among organisations people are least likely to want to share their personal data with.

Only around one in ten people are willing to share their personal data with charities even if it helps improve their services, a survey has revealed.

The survey of 2,000 UK residents by KPMG found that the public have significant concerns about trusting charities with their data, even if it is being used to improve the quality of support they can offer to vulnerable people.

When asked which organisations they would be willing to share personal data with if it meant improved service or capabilities, just 11% cited charities.

This comes in stark contrast to the 56% who said they would be willing to share their data with the NHS to improve its service, 47% who mentioned banks and a third (33%) who said they would be happy to share their data with the police.

The only three groups the public are less willing to share their data with than charities are internet companies and media companies (both 8%) and political organisations (7%).

The survey results are revealed in a report by KPMG on the potential of artificial intelligence to accelerate growth in the UK.

Data privacy a major concern

These findings reveal that data privacy is among the public’s biggest concerns around AI, which was cited by more than half (51%) of those surveyed. Although 31% think the greatest benefit from AI would be less human error in decisions.

Among recommendations made in the report, called How the UK can win the AI race, is to build on the emerging public desire to share their data to help the NHS. KPMG calls for charities, the public sector, business and academics to work together to persuade the public of the benefits of AI in healthcare.

“Generating open access to health data through a value exchange mechanism will ensure the public are on board,” adds the report.