Survey highlights widespread mistrust of brands handling of personal data

A Gigya poll of 4,002 adults, drawn half and half from the US and UK, has found that two thirds of respondents fret that their personal data is at risk, fueling fears of a mass consumer ‘opt-out’ upon the implementation of General Data Protection Regulation come 2018.
This will see the EU mandate an ‘opt-in’ approach to data collection and use, sparking concerns that consumers will simply switch off Internet of Things enabled devices such as smartwatches and fitness track