Three in four Britons are concerned about Internet privacy, according to a new poll from Ipsos MORI. Furthermore, 62 percent of Britons would rather keep their online activities private, even if it means that they lose out on personalized services and relevant recommendations. That puts Britain on a similar level to the United States, which countries such as France, Germany, Australia and Sweden are even less likely to say they would trade privacy for personalized services.

Sixty-eight percent of Britons are concerned about the way information is collected about them by the government, and 76 percent are worried about companies mining their data. Enterprises that are more trusted with data include healthcare providers (41%), banks (34%) and governments and supermarkets (both 31%). Least trusted enterprises include media companies (11%), social media sites (12%) and foreign governments (10%).