UK consumers trust banks the most with their personal data, new research has revealed.
A survey of 2000 UK adults by Interxion, a provider of carrier-neutral colocation data centre services, found 68% trust banks to keep their data safe, while 15% trusted retailers, while 15% and 9% trusted retailers and charities.
But when asked which sector they thought most trustworthy, only 10% trusted financial services, while 26% said healthcare and 14%said charities.
The research also found that 17% admitted they would sell their bank details, passport details or internet passwords for just £5,000.
And four in ten people said social media makes them more cautious about sharing personal information online.
Almost a third of consumers said they would be extremely concerned if their bank details were stolen, while four in ten have shared their PIN number with a colleague, friend or family member.
Doug Loewe, UK Managing Director at Interxion, said organisations should pay attention to changing consumer attitudes when it comes to sharing personal information.
"If businesses are to reap the rewards of big data then it's crucial to maintain consumer trust, particularly as data security is an issue that continues to hit the headlines," he explained.
"While it's great to see banks coming out on top when it comes to consumer trust around their personal data, financial services organisations need to proactively communicate the stringent measures they have in place to keep customer data safe, or risk losing out."