1. International findings Big Brother Watch Online Privacy Survey

2. 1.Objectives and methodology 2.Notes on public use of data 3.Executive summary 4.Findings in detail  Online security concerns  Big companies and consumer data  Attitudes to regulatory action 5.Summary of results 6.Recommendations 7.Results by gender and age CONTENTS This report is divided into the following key sections. 2 3 4 5 6 11 16 25 27 29

3. o To understand public opinion regarding online privacy in nine countries globally. Europe: UK, Germany, France, Spain. Non-Europe: India, Japan, South Korea, Brazil, Australia. OBJECTIVES This research is designed to understand views concerning online privacy globally and attitudes to Google’s new privacy policy and the response of regulators 3 10, 354 interviews in total (see below for detail) Each country weighted to be nationally representative of adults 18+ Fieldwork: UK: 15 th -17 th February All others: 13 th – 19 th March Online survey METHODOLOGY UK*GERESPFRABRAINDJPNSKRAUS Unweighted sample 205010501037105010371022102810361044 * For analysis purposes UK data was weighted down so that each country contributed equally to the global score achieved

4. NOTES ON PUBLIC USE OF DATA ComRes’s research is conducted in accordance with the industry code of conduct, and the company should be consulted before any data is released into the public domain. 4 Guidelines for the public use of survey results ComRes is a member of the British Polling Council and abides by its rules (www.britishpollingcouncil.org). This commits us to the highest standards of transparency. The BPC’s rules state that all data and research findings made on the basis of surveys conducted by member organisations that enter the public domain must include reference to the following: The company conducting the research (ComRes) The client commissioning the survey Dates of interviewing Method of obtaining the interviews (e.g. in-person, post, telephone, internet) The universe effectively represented (all adults, voters etc.) The percentages upon which conclusions are based Size of the sample and geographic coverage. Published references (such as a press release) should also show a web address where full data tables may be viewed, and they should also show the complete wording of questions upon which any data that has entered the public domain are based. All press releases or other publications must be checked with ComRes before use. ComRes requires 48 hours to check a press release unless otherwise agreed.

5. EXECUTIVE SUMMARY KEY TAKEAWAY: Globally consumers are concerned about their online privacy and think that national regulators should be doing more to enforce Google to comply with existing privacy and data protection rules 5 Consumers are concerned about online privacy A majority of consumers surveyed globally say that they are concerned about their privacy online. Germany is the only country where a majority say they are unconcerned, perhaps due to relatively strict data protection laws already in place that protect personal data. Mixed views exist on big companies collecting personal data More consumers think that big companies gathering personal data harms consumers rather than enhances their online experience – though both views are well supported. Consumers in South Korea, UK, Australia and France are the most critical of big companies gathering personal data while consumers in Brazil, India and Spain are the most sympathetic to them doing so. Consumers say the EU was right to investigate Google’s new privacy policy A clear majority of consumers, either in Europe or elsewhere in the world, think European regulators were right to investigate Google’s new privacy policy. Consumers in Japan and South Korea are less sure, although more say they were right than wrong. A majority in Japan say they ‘don’t know’ if regulators were right to investigate. National regulators should do more to protect privacy Globally, consumers think that national regulators should do more to force Google to comply with existing rules and regulations concerning data protection and privacy. The exception is Japan, where consumers are most likely to say current action is ‘about right,’ perhaps a reflection on recently introduced anti-piracy legislation in Japan which makes it one of the strictest regimes in terms of online regulation in the world.

6. 6 Online security concerns

7. Concern over personal privacy online (Global) Globally, more than three-quarters of consumers surveyed are concerned about their privacy online 7 Q1: How concerned, if at all, are you about your privacy online? Base: All respondents (n=10354) 78% concerned about personal privacy online 20% not concerned about personal privacy online o More than three quarters (78%) globally say they are concerned about their privacy online. o Nearly two-fifths (37%) are very concerned about their privacy online.

8. Concern over personal privacy online (by market) A clear majority of consumers in all countries surveyed are concerned about their privacy online (with the exception of Germany) 8 Q1: How concerned, if at all, are you about your privacy online? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050; Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned UKGERESPFRA Concerned*68%42%90%72% Not concerned29%56%10%26% Don’t know3%1%0%2% BRA Concerned90% Not concerned10% Don’t know0% IND Concerned94% Not concerned5% Don’t know1% JPNSKR Concerned84%81% Not concerned14%18% Don’t know2%1% AUS Concerned85% Not concerned14% Don’t know0% o Consumers in India followed by Brazil and Spain are the most likely to say they are concerned about their privacy online. o In Germany views on online privacy are fairly polarised with over half (56%) not concerned and 42% concerned.

9. Concern over personal privacy online (Europe) In Europe, Spanish consumers are most concerned about their privacy online; German consumers are least concerned 9 o Germany has relatively strict data protection laws restricting the use of personal information* which perhaps explains why the majority (56%) appear not concerned about their privacy online. However, it is worthwhile to note that a substantial. minority (42%) is still fairly or very concerned about their privacy online. Q1: How concerned, if at all, are you about your privacy online? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050) *Background on German privacy laws and Facebook http://www.bbc.co.uk/news/technology-14859813 http://www.guardian.co.uk/world/2013/jan/04/facebook-germany-data-protection?INTCMP=SRCH **Concerned = very/fairly concerned, Not concerned = not at all/not very concerned 29%68% 56%42% 10%90% 26%72% Not concerned** Concerned

10. Concern over personal privacy online (non Europe) Across the other countries surveyed, consumers in India and Brazil are most likely to say they are very concerned about their privacy online 10 Q1: How concerned, if at all, are you about your privacy online? Base: All respondents (Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned 14%85% 5%94% 14%84% 18%81% 10%90% o A vast majority of consumers in all non-European countries included in the study are concerned about their privacy online. Not concerned* Concerned

11. 11 Big companies and consumer data

12. Views on personal data collected by big companies (Global) Two-fifths of consumers surveyed globally think big companies are causing harm by gathering large amounts of personal data for internal use 12 Q2: Which one of the following statements comes closest to your view? Base: All respondents (n=10354) o Two-fifths (41%) of consumers surveyed globally say that consumers are being harmed by big companies gathering large amounts of personal data for internal use. o However, there is some sympathy for big companies gathering data: One in three (30%) think consumer experiences are being enhanced, One in five (19%) think consumers are neither being harmed nor having experiences enhanced, One in ten (11%) say they don’t know.

13. Views on personal data collected by big companies (by market) Views on the collection of personal data by big companies vary by country with consumers often being divided within countries too 13 Q2: Which one of the following statements comes closest to your view? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050; Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) Gathering of personal data… UKGERESPFRA Harms consumers46%39%38%44% Enhances consumer experiences18%22%47%35% Neither21%30%9%11% Don’t know16%9%6%9% Gathering of personal data… BRA Harms consumers32% Enhances consumer experiences51% Neither9% Don’t know7% Gathering of personal data… IND Harms consumers32% Enhances consumer experiences48% Neither12% Don’t know8% Gathering of personal data… JPNSKR Harms consumers21%78% Enhances consumer experiences11%8% Neither51%5% Don’t know17%9% Gathering of personal data… AUS Harms consumers40% Enhances consumer experiences25% Neither18% Don’t know17% o Consumers in South Korea are the most critical of big companies collecting large amounts of personal data. Consumers in the UK, Australia, Germany and France are more likely to say it harms consumers than enhances their experience. o Those in Brazil, India and Spain are more likely to say that personal data collected is being used to improve experiences. o Consumers in Japan are most likely to say that gathering personal data neither harms nor enhances consumer experiences.

14. Views on personal data collected by big companies (Europe) 14 Q2: Which one of the following statements comes closest to your view? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050) In Europe, views concerning the collection of personal data by big companies for internal use vary by market o In Europe, consumers in the UK, Germany and France are more likely to think that big companies gathering personal data harms consumers. In Germany, 3 in 10 are neutral on the subject, probably reflecting comparatively less concern about online privacy overall. o in Spain, consumers are more likely to think that gathering personal data for internal use enhances consumers experiences.

15. Views on personal data collected by big companies (non Europe) 15 o Consumers in South Korea are the most critical of big companies gathering personal data. This is not surprising given that the country has a history of large scale compromising of personal data through hacking of social networking and government sites.* o In contrast, there are relatively more consumers in India and Brazil that think personal data being collected by big companies is more likely to enhance consumer experiences. o Consumers in Japan are most likely to think that the gathering of data by big companies neither harms consumers nor enhances their online experience. Q2: Which one of the following statements comes closest to your view? Base: All respondents (Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) * Example from 2011 http://www.bbc.co.uk/news/technology-14323787 Across other countries surveyed, views on whether companies gathering large amount of personal data harms or benefits consumers are fairly diverse

16. 16 Attitudes to regulatory action

17. Attitudes to EU regulatory action (Global) Globally, a clear majority of consumers believe European regulators were right to investigate Google’s new privacy policy 17 One year ago, Google announced it was introducing a new privacy policy which it said streamlined existing policies whilst enabling it to provide better consumer experiences across its products. However, data protection authorities (non Europe countries only: in Europe) were concerned and investigated, reporting on 16th October 2012, that the “investigation confirmed our concerns about the combination of data across services. The new Privacy Policy allows Google to combine almost any data from any services for any purposes.” Q3: Generally speaking, do you think privacy and data protection regulators (non Europe countries only: in Europe) were right or wrong to investigate Google’s privacy policy and how it allows the company to collect and combine data on consumers? Base: All respondents (n=10354) o Two out of three consumers (66%) surveyed believe that regulators in Europe were right to investigate Google’s new privacy policy with only a little over 1 in 10 (13%) thinking this was the wrong thing to do. o One in five (21%) of those surveyed say they don’t know whether regulators were right to take action.

18. Attitudes to EU regulatory action (by market) In all markets surveyed, consumers were more likely to say that European regulators were right rather than wrong to investigate Google’s new privacy policy 18 * Please see the introduction to the question on slide 17 Q3: Generally speaking, do you think privacy and data protection regulators (non Europe countries only: in Europe) were right or wrong to investigate Google’s privacy policy and how it allows the company to collect and combine data on consumers? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050; Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) UKGERESPFRA Right71%69%78%76% Wrong11%14%12% Don’t know18%16%10%12% BRA Right80% Wrong8% Don’t know11% IND Right73% Wrong10% Don’t know17% JPNSKR Right29%48% Wrong17%23% Don’t know54%29% AUS Right74% Wrong9% Don’t know17% o Consumers in Japan and South Korea are less likely to agree to agree European regulators were right than consumers in other markets, although more agree than disagree. A sizeable proportion of consumers in Japan and South Korea say that they don’t know.

19. Attitudes to EU regulatory action (Europe) A clear majority of consumers in Europe say that regulators were right to investigate Google’s new privacy policy 19 * Please see the introduction to the question on slide 17 Q3: Generally speaking, do you think privacy and data protection regulators were right or wrong to investigate Google’s privacy policy and how it allows the company to collect and combine data on consumers? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050) o In European markets, at least seven in ten say regulators were right to investigate Google’s privacy policy and how it allows the company to collect and combine data on consumers.

20. In other countries surveyed, there is a clear divide between Asian and non Asian markets – though more think action was right rather than wrong in all markets 20 o Consumers in Australia, India and Brazil are supportive of action taken by European data regulators to investigate Google. o Views in Japan and South Korea are more mixed. Although more agree than disagree that European regulators were right to investigate Google, a high proportion of consumers say they don’t know whether actions were right or wrong than in other markets. Attitudes to EU regulatory action (non Europe) * Please see the introduction to the question on slide 17 Q3: Generally speaking, do you think privacy and data protection regulators in Europe were right or wrong to investigate Google’s privacy policy and how it allows the company to collect and combine data on consumers? Base: All respondents (Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044)

21. Is current regulation sufficient? (global) Globally, consumers think that regulators should do more to force Google to comply with existing regulations on privacy and the protection of personal data 21 Q4: Europe: And do you think that national regulators should be doing more or less to force Google to comply with existing European Directives on privacy and protection of personal data? Non Europe: And do you think that national regulators in general should be doing more or less to force Google to comply with existing rules and regulations on privacy and protection of personal data? Base: All respondents (n=10354) o Two out of three (65%) of consumers surveyed believe that national regulators should do more to force Google to comply with existing regulations concerning online privacy and the protection of personal data. o Around one in five (18%) think the current level of action is about right. o One in ten (11%) say they don’t know suggesting more education is required on what action is being taken and how this benefits consumers.

22. Is current regulation sufficient? (by market) In all countries surveyed (apart from Japan) consumers believe that national regulators should do more to force Google to comply with existing regulations 22 Q4: Europe: And do you think that national regulators should be doing more or less to force Google to comply with existing European Directives on privacy and protection of personal data? Non Europe: And do you think that national regulators in general should be doing more or less to force Google to comply with existing rules and regulations on privacy and protection of personal data? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050; Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) UKGERESPFRA More66%73%80%70% Current action is about right14%18%12%16% Less4%2%3%6% Don’t know16%6%5%8% BRA More80% Current action is about right13% Less3% Don’t know5% IND More60% Current action is about right19% Less13% Don’t know8% JPNSKR More31%59% Current action is about right36%19% Less6%11% Don’t know27%12% AUS More69% Current action is about right17% Less3% Don’t know11% o In Japan, views are fairly evenly split between ‘more regulation’ (31%), ‘current action is about right’ (36%) and ‘don’t know’ (27%).

23. Is current regulation sufficient? (Europe) 23 Q4: And do you think that national regulators should be doing more or less to force Google to comply with existing European Directives on privacy and protection of personal data? Base: All respondents (UK 2050; Ger 1050; Esp 1037; Fra 1050) In all European markets, consumers say national regulators should do more to force Google to comply with EU directives concerning data protection and privacy o At least two-thirds in all European markets surveyed say that national regulators should be doing more to force Google to comply with existing European Directives on privacy and the protection of personal data.

24. Consumers in non European markets, aside from Japan, agree that national regulators should be doing more to force Google to comply with existing rules concerning data protection and privacy online 24 o In all non European markets apart from Japan, consumers think national regulators should be doing more to force Google to comply with current regulations concerning online privacy and data protection. o The relatively high score for ‘current action is about right’ (36%) in Japan is probably a reflection on the recently introduced anti-piracy legislation which makes Japan one of the most stringent anti-file sharing regimes in the world.* Is current regulation sufficient? (non Europe) Q4: And do you think that national regulators in general should be doing more or less to force Google to comply with existing rules and regulations on privacy and protection of personal data? Base: All respondents (Bra 1037; Ind 1022; Jpn 1028; SKr 1036; Aus 1044) * Background on file-sharing legislation in Japan: http://www.bbc.co.uk/news/technology-19767970; http://www.wired.co.uk/news/archive/2012-10/02/japan-strict-copyright-lawhttp://www.bbc.co.uk/news/technology-19767970

25. 25 Summary of results

26. 26 UKGERESPFRAAUSINDJPNSKRBRA Concern over privacy online Concerned Not (very) concerned Very concerned Concerned Very concerned Gathering of personal data by big companies Harmful Enhances consumer experience Harmful Enhances consumer experience Neither Very harmful Enhances consumer experience EU right to investigate Google Right Don’t know Mostly right Right National regulators should do more or less More Current action is about right More

27. 27 Recommendations

28. Key findings and recommendations KEY TAKEAWAY: Big Brother Watch has a role to play in educating the public globally on the issues and in acting as an advocate for their concerns. Any communications activity undertaken should reflect market nuance 28 Recommendations: More work could be done globally to establish what the key concerns are in each market to better inform communications activity. Big Brother Watch has a role to play in educating consumers as to what the main threats to their security online are and what consumers can do to protect themselves against them. More work could be done in Germany to educate the public about the threats that exist as concern is currently weaker in this market than in others. Recommendations: More work could be done to establish what the public knows about how big companies collect and use their data and to educate them on this if they don’t know. Big Brother Watch has a role to play highlighting public concern in this area to regulators and policy makers nationally. Messaging on this subject should be tailored to each country to account for market nuance as opinions by market differ on this subject. Finding : Majority of consumers globally think regulators in Europe were right to investigate Google's new privacy policy and most think more should be done to force Google to meets existing regulations. Recommendations: Big Brother Watch should highlight the public appetite for more action to regulators and policy makers. Criticism from Google on regulatory action can be refuted by the fact the public regulators were right to investigate their new privacy policy. Specific work should be done in Asia to remind consumers of the actions regulators can take and why this is beneficial to them. Finding: A majority of consumers globally are concerned about their privacy online. Finding: More consumers globally believe that big companies gathering personal data is harmful to consumers rather than enhancing their online experience. However, opinions are divided, particularly in Asia.

29. 29 Results by gender and age

30. Summary of results by gender and age 30 Base: UK (All 2050; Men 966, Women 1084; 18-24 184, 25-34 319, 35-44 388, 45-54 367, 55-64 327, 65+ 465) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 686373596871666773 Not concerned 293424342726313027 Don’t know 333742330 Gathering of personal data… Harms consumers 46484443 45 52 Enhances consumer experiences 18201624 22161211 Neither 212220121620232824 Don’t know 161120211714161514 Right 7172696561667279 Wrong 11 10 1614997 Don’t know 181720252420191214 More 666865515764727574 Current action is about right 141514 1615131415 Less 453886111 Don’t know 161319282015 11 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%)

31. 31 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 424342554939484333 Not concerned 565557445159525565 Don’t know 111212012 Gathering of personal data… Harms consumers 394435483539463537 Enhances consumer experiences 22 21252820192320 Neither 302833213231273134 Don’t know 971165108119 Right 69756372696769 70 Wrong 14121716211117914 Don’t know 161320121122142215 More 73757175 65767476 Current action is about right 18 19141922161817 Less 232534201 Don’t know 648638686 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Summary of results by gender and age Base: Germany (All 1050; Men 537, Women 513; 18-24 110, 25-34 161, 35-44 224, 45-54 199, 55-64 156, 65+ 200) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

32. 32 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 90 91938793909388 Not concerned 10 9613710712 Don’t know 001100000 Gathering of personal data… Harms consumers 384035394035364038 Enhances consumer experiences 474847514752444347 Neither 971159812 8 Don’t know 657645857 Right 78777984758278 74 Wrong 121311 141191014 Don’t know 1091151071312 More 807882728283808776 Current action is about right 1215102010 13517 Less 341443012 Don’t know 536544674 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Summary of results by gender and age Base: Spain (All 1037; Men 540, Women 497; 18-24 110, 25-34 233, 35-44 217, 45-54 175, 55-64 157, 65+ 145) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

33. 33 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 727371828174716563 Not concerned 262726161824263336 Don’t know 212112321 Gathering of personal data… Harms consumers 444940534841 4443 Enhances consumer experiences 35 303237393338 Neither 1191381012 1311 Don’t know 9712910118108 Right 767973847572757775 Wrong 1211136 141112 Don’t know 12101591214131113 More 707168 7265667473 Current action is about right 16 17 1620171216 Less 665547674 Don’t know 8710 891176 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Summary of results by gender and age Base: France (All 1050; Men 503, Women 547; 18-24 124, 25-34 186, 35-44 200, 45-54 194, 55-64 167, 65+ 179) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

34. Summary of results by gender and age 34 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 8584867882868590 Not concerned 1415142117131510 Don’t know 000111000 Gathering of personal data… Harms consumers 404337 3343393849 Enhances consumer experiences 252922313224282314 Neither 1816191618 142019 Don’t know 17122315171519 18 Right 747574716775697884 Wrong 91179891485 Don’t know 171520 2516171410 More 697067566170747080 Current action is about right 171816232015141714 Less 342775100 Don’t know 11814 121011136 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Base: Australia (All 1044; Men 499, Women 545; 18-24 139, 25-34 184, 35-44 191, 45-54 181, 55-64 160, 65+ 189) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

35. Summary of results by gender and age 35 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 94939694 9793 Not concerned 563445537 Don’t know 111131100 Gathering of personal data… Harms consumers 323133293529373431 Enhances consumer experiences 48524451 4142 Neither 121014129 131022 Don’t know 8698589135 Right 737767737772716570 Wrong 10813151191075 Don’t know 171420131219 2825 More 606257546658626059 Current action is about right 19 20221517182031 Less 13 12161316973 Don’t know 871086911128 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Base: India (All 1022; Men 568, Women 454; 18-24 294, 25-34 275, 35-44 198, 45-54 134, 55-64 80, 65+ 41) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

36. Summary of results by gender and age 36 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 908892889193918886 Not concerned 1012711979 14 Don’t know 001100010 Gathering of personal data… Harms consumers 32 273134333544 Enhances consumer experiences 515349545751475329 Neither 98101475127 Don’t know 76965108514 Right 8081807882 8477 Wrong 81069877911 Don’t know 1191412101191412 More 808179748084818974 Current action is about right 13111418121113512 Less 342412328 Don’t know 536473337 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Base: Brazil (All 1037; Men 524, Women 513; 18-24 273, 25-34 259, 35-44 215, 45-54 141, 55-64 117, 65+ 32) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

37. Summary of results by gender and age 37 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 8483858681808286 Not concerned 141612 17 151312 Don’t know 213123302 Gathering of personal data… Harms consumers 2123192822271917 Enhances consumer experiences 11121013129111012 Neither 515250464955505451 Don’t know 17132114189201921 Right 293324283432262826 Wrong 172015231716211516 Don’t know 54476049 53 5857 More 313527283133382830 Current action is about right 36 37453441273537 Less 674492766 Don’t know 272132242624283027 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Base: Japan (All 1028; Men 538, Women 490; 18-24 87, 25-34 157, 35-44 185, 45-54 157, 55-64 235, 65+ 207) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

38. Summary of results by gender and age 38 Concern over personal privacy online TOTALMenWomen18-2425-3435-4445-5455-6465+ Concerned* 817884 8384808173 Not concerned 18221416171519 24 Don’t know 101001103 Gathering or personal data… Harms consumers 78807670818479 73 Enhances consumer experiences 888868988 Neither 565824459 Don’t know 9612151148810 Right 4854424050 47 54 Wrong 23 19232128 Don’t know 292335373127322518 More 596255446263646651 Current action is about right 191820261417151725 Less 111210139981017 Don’t know 128161715111366 Views on personal data collected by big companies European regulators right or wrong to investigate Google’s privacy policy? Should national regulators (in general) do more or less to force Google to comply? Gender (%)Age (%) (%) Base: South Korea (All 1036; Men 561, Women 475; 18-24 155, 25-34 195, 35-44 213, 45-54 225, 55-64 189, 65+ 59) *Concerned = very/fairly concerned, Not concerned = not at all/not very concerned

39. For more information please contact: 39 Keiran Pedley Research Team Manager - Political & Media ComRes Keiran.Pedley@comres.co.uk 020 7871 8664