More than 80 per cent of Brits are concerned by the privacy of their data online, according to new research.

The survey of 2,019 consumers by Perspectus Global on behalf of Motive.co also revealed that 95 per cent felt it was important their data was protected when online while 67 per cent of consumers reported leaving a website due to concerns around how their data would be used.

The top five online spaces where consumers felt their data was most at risk ran as follows: social media (72 per cent); general web browsing (51 per cent); instant messaging apps (39 per cent); e-commerce websites (33 per cent); and news sites (21 per cent).

Motive said that the study revealed a heightened consumer awareness around data privacy and urged e-commerce retailers to embrace and adapt to new consumer preferences.

The insights come as Motive launched its new e-commerce platform, Motive Commerce Search, which is focused on making online shopping more secure and increasing data privacy for consumers.

Jonathan Newman, chief operating officer at Motive.co, said: “It’s vital that all retailers, no matter their size, provide consumers with an online shopping experience that they can trust and enjoy.

“What this study shows is the high value that consumers place on their personal data. We want to empower retailers to not only provide enhanced online shopping experiences that can compete with big brands, but to also create and cultivate consumer trust and loyalty through a non- intrusive and privacy-first approach.”

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