The research found that just 16% of the 2,276 UK consumers polled said they were positive to the idea of using personal data to lead to better and more targeted advertising messages.
Similarly, just 15% said they were positive to the use of their browsing history to provide more targeted advertising.
Deloitte said that despite the majority of consumers being negative towards the use of personal data for targeted advertising, a large number of UK internet users are already having their data used in this way, suggesting a need for raised awareness.
Awareness around how much data is available, because they have explicitly given it to companies, governments or posted it online, is high, according to the research.
Deloitte said younger consumers are less worried about data loss (see chart below) and, while there is a lack of positivity towards data being used for advertising online, social networks and phishing were two of the least concerning routes of data being misused. Instead consumers are more concerned about how their data is at risk with major organisations, such as banks or credit card companies.
This story was orginally published on new media age