After a year of high-profile data leaks and with the help of the EU’s General Data Protection Regulation (GDPR), there has been a significant increase in the number of consumers protecting their personal data.

The first six months of 2018 saw 26 per cent of global smartphone users start to protect their identity and personal information for the first time. Now, according to a study from the Mobile Ecosystem Forum in association with Assurant, 76 per cent of smartphone users are actively spending time on securing their information.

72 per cent of the 6,500 smartphone users studied place importance on privacy, while 68 per cent feel knowledge of how their personal data is used is important. There are also concerns amongst 57 per cent of respondent about how data collection puts them at risk. Moreover, 69 per cent of consumers didn’t download an app due to excessive permission requests and 63 per cent didn’t complete a purchase on their smartphone due to trust issues.

“The collective impact of personal data scandals and new data privacy laws tipped smartphone users to reconsider what to do with their personal data. Finally, a clear majority of users are trying to protect their data,” said report author Dario Betti.

The study also found that though 97 per cent of smartphone users believe they now have legal rights around their data, and 62 per cent of European consumers noticing changes that have been made by providers due to GDPR, many are unclear of what their rights actually are.

63 per cent of those surveyed are willing to manage their own personal data and want solutions that give them this control but, currently, only 27 per cent feel they actually have this control and 36 per cent feel they don’t have a choice when terms and conditions demand access to their data.

To make matters worse, consumers are, on average, adopting less than three of 12 suggested privacy protection actions.

“The industry needs to help with market education. Users are still finding their feet, testing out different and often rather unsophisticated actions,” said Betti. “It is the right time for the industry to invest and educate on best practices. Today, the users are keen to take action.”