More than a third (37%) of Brits think Facebook does not care about its users, according to new research from the7stars.
The findings highlight how public sentiment towards the social network has changed in the wake of the fallout from the Cambridge Analytica scandal.
Overall, 28% of survey respondents now claim to be more cautious about what they post on social media – with this figure rising to 34% for those aged 55 and over. There is also an appetite for intervention from policymakers, with 44% believing the Government should do more to monitor big tech companies.
The research findings shine a further spotlight on broader concerns around data protection among the British public, with 42% feeling that businesses are not taking enough responsibility for how they use their data. A quarter of respondents (24%) said the responsibility for looking after personal data on social media lies with the company and not with them as users.
Just 9% of respondents said the scandal led them to delete content from social media sites – but they did not go as far as to close their accounts. And just 14% said the scandal marked the beginning of the end for social media.
Frances Revel of the7stars said: “The negativity that has been swirling around social media’s use of our personal data since the Cambridge Analytica scandal broke is clearly impacting on Brits’ decisions to use and rely upon these platforms. On top of that, trust among users is currently low and they are exercising greater caution in what they do and share.
“However, the situation hasn’t translated into a mass exodus of users. Social media is so ingrained in our lives that Brits are clearly reticent to fully extricate themselves. Facebook now faces the challenge of restoring that trust, particularly among older users, and regaining its relevance and popularity among younger audiences.”