Privacy and Data Protection: A Study on Awareness and Attitudes of Millennial Consumers on the Internet - An Irish Perspective

This study aims to understand the awareness Irish millennials have with regard to their data privacy online and data protection laws. It also looks at deciphering millennial attitudes towards their data- are they concerned about their data privacy, do they indulge in risky behaviours online and are they willing to trade data for benefits on the internet. The study fulfilled the objectives by the way of a inductive, mono method qualitative design using semi structured interviews. The findings were analysed using thematic analysis. The primary findings were that millennials had a surface level awareness of data privacy and data protection. They seem to have a nonchalant attitude towards data privacy yet displayed concern over their data online. They also indulged in risky behaviours despite their concerns. Millennials seemed to be willing to trade data for benefits, but showed resignation about certain exchanges, especially where money was concerned