Irish consumers trust grocers more than Government, says survey

IRISH consumers trust supermarkets more than their Government when it comes to protecting their personal data, according to a survey.

The European-wide study by Deloitte and grocery retail group Ahold Delhaize found that consumers have most confidence in hospitals and doctors not to mishandle their personal data.

About 70pc of the 15,000 people surveyed in 15 countries, including Ireland, said they were willing to share their personal information with supermarkets. They do this chiefly to place online orders and to register for loyalty programmes.

The survey found that, specifically among the Irish respondents, people were more willing to provide their personal data to supermarkets than to other retailers, banks, social media companies and government agencies.

In many other European jurisdictions, governments were deemed more trustworthy than grocers.

Deloitte said grocers’ increased collection of customer details would give them a valuable understanding of personal shopping behaviour and preferences.

“This increased ability to understand consumers should be used responsibly, with consumers’ preferences at the core,” said Daniel Murray, head of consumer issues at Deloitte Ireland.

“Service providers should be aware of how customers feel about their data being used and the types of services that consumers are willing to share their data for.”

The survey found that, the younger the respondent, the more willing they were on average to share their personal data with companies and agencies. This was particularly the case for regular online shoppers.

It linked this “more relaxed attitude toward sharing personal information” to the growth of online shopping.

In terms of European norms, Ireland is right in the middle when it comes to sharing information with authorities in general.

Romanians are most willing to share details about themselves, with 38pc saying they were ‘somewhat willing’ or ‘very willing to share data on 18 types of personal data, including on health and income, regardless of the authority asking for it. .

The Finns were most private and security-conscious with only 8pc willing to share personal data, the Germans next on 15pc. The Irish respondents were 27pc willing, sandwiched between the French (26pc) and British (28pc).

While most people said they would disclose product purchases, education and ethnicity if asked, but less than a quarter would disclose their friends and connections, income, debts and savings, or bank account transactions.