Crossing the line: Staying on the right side of consumer privacy

Crossing the line

KPMG International surveyed 6,900 respondents from 24 countries all over the world to investigate how consumers take the use of their personal data. The key findings of the survey are presented below.


  • Over 50% of respondents are ready to specify information regarding their gender, education and ethnicity on the Internet, however less than 20% will brief on their income, location, state of health or address.
  • 55% of those surveyed indicated they refrained from on-line shopping due to privacy considerations.
  • Consumers more willingly disclose their personal data to banks (41%) and healthcare organizations (39%), as well as to law enforcement agencies (36%) and local authorities (33%).
  • Half of respondents do delete cookie files when using Internet browsers or manage their security settings in social networks.
  • Just about half of those surveyed would agree to receiving cheaper or free-of-charge products in exchange for disclosing greater amounts of personal data.

According to the survey, consumers in India and Malaysia, unlike those in Scandinavia, better take personalized advertising. Contrary to consumers from other countries, Japanese consumers place much less confidence in organizations processing personal data but less often take measures to safeguard their personal data.

Russian consumers are least of all worried about the way their personal data is used (those really concerned only account for 11%). Russian respondents most confide in financial organizations. For example, 45% of respondents worldwide said that insurance companies may track their driving behavior in exchange for a lower insurance premium, even if there is a threat the police will be informed, while the majority of respondents from Brazil, China and Russia (64%) would agree to such tracking. Second in the confidence rating in Russia are state authorities. Equally, Russian respondents account for the biggest share (27%) of those who believe the law enforcement agencies request excessive information they do not really need (in China: 13%).

Russian consumers are least of all ready to inform companies on their location (32%), search queries (26%), income (20%), state of health (16%) and address (15%).

To read the full survey press here; to compare responses of those surveyed in Russia with the responses of survey participants from other countries press here.

© 2022 KPMG. KPMG in Russia refers to JSC “KPMG”, “KPMG” LLC, “KPMG Tax and Advisory” LLC, companies incorporated under the laws of the Russian Federation.  All rights reserved. For more detail about the structure of the KPMG global organization please visit

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