The Worldwide Independent Network of MR (WIN), the world’s leading independent association in market research and polling, today reveals findings from the Annual WIN World Survey on data collection, misuse and AI.

The WIN annual survey explores the views and beliefs of 33,866 people in 39 countries across the globe.

• 64% of Irish adults have experienced phishing, making us the most phished country in the world.
• Over 1 in 5 (22%) have experienced credit fraud or have had their bank account hacked, again nearly twice the global average of 12%.
• Despite high incidence of fraud, just 23% of people know what happens to their personal information shared with data collectors, lower than the global average of 30%.

HEADLINES – IRELAND
Data Misuse

• Data misuse incidents, such as spamming (55%) and phishing (64%), rise significantly in Ireland, exceeding the global average.
• Ireland has the highest phishing rates globally and also surpasses the global average for spamming incidents.
• Phishing rates increase across all demographics versus 2022, with notable rises among females (+7%) and Dublin residents (+8%).
• The incidence of being spammed by companies has also grown evidently, particularly among females (+10%), those aged 55+ (+11%), C2DE socio-economic groups (+10%), and residents of Connacht/Ulster (+16%).
• Versus 2019, phishing and spamming increase the most within the Conn/Ulster region, with phishing up +28% in 2024 and spamming up +18%.

Aggressive Misuse

• Aggressive data misuse, including financial hacking (22%), personal data leaks (14%), and email hacking (13%), remains stable with no recent improvement.
• Personal data leaks and email hacking are less common among individuals aged 55 and older.
• Ireland’s rates of these incidents are on par with or exceed the global average.

Understanding of data usage and AI

• Only about 23% of people understand what happens to their personal information after sharing it with data collectors, and 21% understand AI.
• Awareness of data use has significantly declined across all groups, particularly among females (-7%) and residents of Connacht/Ulster (-10%).
• Global understanding also decreases, with Ireland showing lower awareness than the global average.
• Knowledge of AI is poor in Ireland, with just 21% expressing a strong understanding, and even less among those over 55 (16%).
• Ireland’s understanding of AI is weaker compared to the global average.

 Concerns about sharing information

• Due to high levels of data misuse and limited understanding of data usage, Irish people are more concerned about sharing information than the global average.
• Over two-thirds are worried about sharing their financial information, with older individuals showing notably higher concern (+9%).
• More than half are concerned about sharing their location, and 38% are worried about sharing health-related information. Concerns are consistent across different groups.

Ciara Reilly, Group Director in RED C Research, said:

“It is truly alarming to see that Ireland ranks as the number one country globally for phishing activity, especially when compared to significantly lower incident rates among several of our European counterparts. This highlights an urgent need for immediate government intervention to enhance cybersecurity measures and educate the Irish public on safe data usage practices. Addressing this growing threat is essential for safeguarding our nation’s digital future and ensuring the protection of personal information.  With a general election on the cards, it will be interesting to see if cybersecurity makes its way onto party manifestos, or if it will remain confined to the sidelines.

HEADLINES WORLD

1. Concerns over the data shared online
   As digital connectivity becomes increasingly integrated into daily life, concerns about privacy and data security are on the rise. The survey reveals that 45% of respondents are worried about sharing personal information online, while half of those surveyed believe that social networks have become overwhelming. These statistics underscore a significant global unease with the digital footprint we leave behind.Countries such as Brazil, South Korea, and Indonesia exhibit the highest levels of concern regarding digital privacy. Conversely, Malaysia, Palestine, and the Ivory Coast report the lowest levels of concern.
2. Awareness of Data Handling Practicesed
   The survey also uncovers varying levels of awareness regarding what happens to personal data once it is shared. Globally, the understanding of data handling practices remains relatively low, with notable regional differences. In Africa, only 16% of respondents feel they know what happens to their data, while awareness is slightly higher in Europe at 25%. The MENA region and APAC countries report awareness levels of 31% and 33%, respectively. The Americas show the highest confidence, with 36% of respondents expressing an understanding of data practices.On a national scale, Nigeria shows the highest level of misunderstanding, with 67% of participants expressing confusion and only 5% understand the fate of their personal data. In contrast, Indonesia demonstrates the highest level of understanding, with 55% of respondents confident in their knowledge of data handling.
3. AI Understanding Varies by Age
   The level of understanding of AI is fairly low across the globe. The countries with higher levels of understanding are the Americas and APAC at 28%, followed by Europe and the MENA region at 22% and lastly Africa at 11%.Understanding of artificial intelligence appears to decline with age, showing a negative correlation between age and confidence in AI knowledge. Among 18–24-year-olds, 30% of respondents report having a good understanding of AI. However, this confidence gradually decreases with each successive age group: 28% for those aged 25-34, 26% for 35-44, 22% for 45-54, and 21% for 55-64. The lowest level of confidence is found among those aged 65 and older, with only 16% feeling they have a good understanding of AI.
4. Globally Overwhelmed by Social Media
   Half of the people globally surveyed believe that social networks overwhelm their lives, with notable differences based on gender and education level. Women are more likely to feel this way, with 52% agreeing, compared to 48% of men. The sentiment is also stronger among those with higher education: 54% of respondents with a university degree and 51% of those with a master’s or PhD agree that social networks have an overwhelming impact on their lives. Meanwhile, those with no education (41%) or lower levels such as primary (44%) or secondary (49%) report lower levels of concern.Europe and the MENA region are the most overwhelmed with 57% of people feeling that way, followed by 51% in the Americas, 45% in APAC and 18% in Africa.

Richard Colwell, President of WIN International Association, states
“These findings highlight the diverse perspectives and concerns that are shaping our relationship with technology in 2024. As we navigate this digital landscape, understanding these global sentiments is crucial for fostering a more informed and secure online environment.”

 -ENDS-

Media enquiries:
IRELAND DATA
Ciara Reilly, Director, RED C Research
Derek Bell, Associate Director, RED C Research
+35318186316
[email protected]

WORLDWIDE DATA
Elena Crosilla, WIN Coordinator
+39 335.62.07.347
E-mail: [email protected]

NOTES FOR EDITORS
Methodology:
The survey was conducted in 39 countries using CAWI / CATI / F2F/ TAPI /online survey methods.

Sample Size and Mode of Field Work:
A total of 33,866 people were interviewed. See below for sample details. The fieldwork was conducted in December 2023 and January 2024. The margin of error for the survey is between 4.4 and 2.5 at 95% confidence level. The global average has been computed according to the covered adult population of the surveyed countries.

About WIN:
The Worldwide Independent Network of Market Research (WIN) is a global network conducting market research and opinion polls in every continent.

Our assets

• Thought leadership: access to a group of the most prominent experts and business entrepreneurs in Market Research, Polling and Consultancy
• Flexibility: tailor-made global and local solutions to meet clients’ needs
• Innovation: access to the latest strategic consultancy, tool development and branded solutions
• Local experts: access to a network of experts that truly understand the local culture, market and business needs.
• Trust: highest quality of talented members in all countries covered

 
In the years, WIN has demonstrated wide competences and ability to conduct multi-country surveys following the highest standards requested by the market. The accumulated expertise of the Association is formidable: among others, researched themes are gender equality and young people, communication and media research, and brand studies.
 
About RED C:
RED C Research is a premier provider of research-based consultancy services, with offices in Dublin and London. Founded in Dublin in 2003, we have been providing high quality research and polling-based consultancy services to business, communities and government both nationally and internationally for many years.  We are part of the Business Post group house of brands, delivering insight through data, journalism, analysis and storytelling.  We help brands grow by clearly understanding human needs and behaviour.

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