More than 80 percent of Dutch consumers accept privacy policies because refusing does not seem like a realistic option, according to research by NPM portfolio company Conclusion among over 1000 respondents. At the same time, three quarters experience sharing personal data as a hidden cost of online life. Trust in companies is limited: 57 percent expect organisations to handle data responsibly.
Three quarters of Dutch consumers see leaving personal data as an implicit trade-off when using online services and making purchases. In addition, 68 percent do not consider it logical that a service is free in exchange for access to personal data. As a result, many view data sharing as a prerequisite for participating online.
Although 53 percent say that sharing data has become so common that they hardly think about it anymore, the research shows this is not a conscious choice. Among those aged 16 to 29, this rises to 64 percent. The findings point to resignation, as many people feel they have no real alternative.
“Consumers are not naïve about their data. They feel cornered,” said Friso Spinhoven, Head of Responsible AI at Conclusion. “They know they are paying a price, but see no alternative. At Conclusion, we see every day how important it is to use data and AI responsibly. Precisely because consumers are losing oversight, organisations have a duty to be transparent about what data they collect, why, and how they use it.”
Spinhoven added: “The research challenges the idea that consumers willingly give away their data. The dominant sentiment is one of powerlessness, not indifference. For organisations using data and AI, this is an important signal: trust is not a given and must be actively earned. The technology to use data intelligently exists. But intelligent is not the same as responsible.”
