Citizens’ Perception of Personal Data Protection, 2023

Public Opinion Research Citizens’ Perception of Personal Data Protection The second wave of research

This research was conducted within the OSCE Mission to Serbia project: Consolidating the Democratization Process in the Security Sector in Serbia, through the financial support of the Swedish International Development Cooperation Agency (Sida). The views herein expressed do not necessarily reflect the official position of the OSCE Mission to Serbia and the Swedish International Development Cooperation Agency.

Kantar Serbia I TMG Insights Contents

1. Research Goals and Methodology 3

2. Summary of Key Findings 5

3. General attitudes and behaviors regarding data 7

4. Being Informed about Personal Data Protection in the Last Year 10

5. Attitudes and behavior towards personal data 16

6. Awareness of Data Protection and Risks of Personal Data Abuse 26

7. Awareness of Rights and Methods of Personal Data Protection 39

Kantar Serbia I TMG Insights 2 1. Research Goals and Methodology

1.1 Research goals

The research of citizens' perception of personal data protection was commissioned by the OSCE Mission in Serbia1, for the needs of the Commissioner for Information of Public Importance and Personal Data Protection. The research was carried out by the agency TMG Insights, with the aim to research:

 Knowledge and perception of personal data  Attitude towards personal data protection  Awareness of personal data abuse risks  Awareness of rights related to personal data protection  Knowledge of the concept of personal data protection  Attitudes about the role of the Commissioner for Information of Public Importance and Personal Data Protection  Awareness of the "Keep it Personal." campaign

As one of the objectives of the research was to examine the awareness of the "Keep it Personal." campaign and its indirect impact on citizens, in addition to comparing the results of two waves of socio-demographic differences between the respondents, the report also shows some differences between the respondents who are familiar with the campaign and those who are not. It should be borne in mind that the campaign was carried out in the period from May to June 2022, while the research was carried out in the period from April to May 2023 and it was done by telephone. 2

1.2 Methodological description

The questionnaire was modified in cooperation with the representatives of the OSCE Mission in Serbia and the institution of the Commissioner for Information of Public Importance and Protection of Personal Data, bearing in mind the previous wave of research, with the aim of monitoring trends and recording changes. Questions added in this wave are those concerning information on the protection of personal data during the last year and familiarity with the "Keep it Personal." campaign.  General attitudes and behaviour in relation to personal data  Getting informed about personal data protection in the last year  Attitudes and behaviour towards personal data  Awareness of personal data protection and risks of personal data abuse  Awareness of personal data protection rights and manner of protection

In accordance with the previous wave of research, this wave was carried out by telephone.

 Execution period: from April 28th to May 25th 2023.  CATI (Computer-assisted telephone interviewing)  The interviews lasted approximately 15 minutes

1 As part of the project Consolidating the Democratization Process in the Security Sector in the Republic of Serbia, financially supported by the Swedish government. 2 Awareness of the campaign was examined through the question "Have you seen or heard about the campaign on the protection of personal data, which was carried out from May to July last year, called "Keep it Personal."?"

Kantar Serbia I TMG Insights 3 A combined stratified sampling method was applied, which represents the adult (18+) population of Serbia and reflects the main socio-demographic categories according to the official population statistics.  N = 1211 respondents  Coverage: Serbia, urban and rural areas  Stratification according to regions and types of settlement  Data are weighted according to age, gender and education Sample structure

%

Male 48% Gender Female 52% 18-29 18% 30-39 17% Age 40-49 25% 50-64 19% 65+ 21% Belgrade region 23% Vojvodina 27% Region Šumadija and Western Serbia 28% Southern and Eastern Serbia 22% Urban area 59% Settlement type Rural area 41% Primary education 35% Education Secondary education 49% College and University education / High 16% TOTAL 100%

Kantar Serbia I TMG Insights 4 2. Summary of Key Findings

The results of the second wave of research show that the majority of Serbian citizens notice that in the last year there has been more talk about the protection of personal data. However, in this wave as well, the results show that citizens are not sufficiently familiar with the topic of personal data use and protection, but that they still consider it generally important.

The terminology of collecting, processing, use and storage of personal data is relatively unknown. Despite the increase in the number of those beliving that citizens are sufficiently informed about this topic, as well as that the available information is clear, the prevailing opinion in this wave is that the public is not sufficiently informed and that available information on personal data protection is not clear enough.

The majority state that they are not familiar with their rights to personal data protection and express the need for information about that who can ask for their personal data, who they can contact in case of data abuse, what their rights to data protection are and what represents personal data endangerment.

Citizens, to the greatest extent, had the opportunity to learn about the topic of personal data protection through television and internet portals. 18.8% were informed about the mentioned topic through the webpage of the Commissioner for Information of Public Importance and Protection of Personal Data.The number of citizens who got information through the Commissioner's website has grown significantly compared to the previous wave (13.4% in 2020).

Although most do not make difference between private companies and state institutions, when it comes to the collection, processing, use and storage of their personal data, citizens are somewhat more willing to give their personal data to state institutions than to private companies. Some more caution is being expressed towards private companies, and the number of citizens who are not ready to give some of their data to private companies has increased in this wave.

Citizens believe that they protect their personal data to a certain extent (39.8% moderately and 28.9% to a great extent or completely). However, even in this wave, the prevailing opinion is that the risk of compromising (abusing) personal data is high (80% of citizens), and concern about how their personal data is used by certain institutions/companies has increased. In this wave, there is a noticeable decline in trust for a large number of institutions regarding the lawful use of personal data. Also, there is a growing concern that advertisers and advertising agencies could access their data on the internet and social media without their knowledge or permission.

Like in the previous wave, the police, followed by the Commissioner for Information of Public Importance and Personal Data Protection, would be the first points of contact in case of suspicion of personal data abuse. Every tenth citizens states that they would not turn to anyone, citing reasons such as lack of belief in a positive outcome, uncertainty about how and to whom to report, and the perception that the process takes a long time or is too complicated.

When it comes to their previous experience, every second citizen believes that their personal data has not been compromised so far. On the other hand, nearly 38.7% are unsure or do not know, while slightly less than 10% believe that their data has been compromised. The number of citizens who report having contacted someone regarding the compromise of their personal data has significantly increased compared to the previous wave (47.6% compared to 28.7% in 2020).

Kantar Serbia I TMG Insights 5 Almost half of the citizens (47.6%) are familiar with the work of the Commissioner for Information of Public Importance and Personal Data Protection, and the majority of those who are familiar with it (78.4%) express a positive attitude and consider this institution to be able to provide them with personal data protection.

Just under 10% of the respondents state that they have seen or heard about the campaign on personal data protection, which was conducted from May to July last year, under the name "Keep It Personal.". Every second respondent who has seen or heard about the campaign indicates that it was initiated by the Commissioner for Information of Public Importance and Personal Data Protection. Although the number of those who report seeing or hearing about the campaign is relatively low (which may be attributed to the timing and research methodology), there are significant differences between respondents who are familiar with the campaign and those who are not. Citizens who have seen or heard about the campaign more often state that they are familiar with the topic of personal data protection, believe that the public is sufficiently informed about this issue, and find the available information clear. They are also more familiar with the Commissioner's institution and are more likely to believe that this institution can assist them in protecting their personal data.

Results according to the socio-demographic characteristics of the respondents show that particularly vulnerable groups are the elderly, those with lower education levels, and citizens from rural areas, who are also less interested in this topic. Therefore, further communication should be tailored to these target groups.

Kantar Serbia I TMG Insights 6 3. General attitudes and behaviors regarding data

About 79.5% of Serbian citizens use the internet, with younger, more educated individuals, and urban residents expected to have higher usage rates. Mobile internet usage stands at 78.8% of citizens, of which 76.2% use it daily, whereas every second respondent (50.3%) uses the internet and/or on computer daily. In terms of social media usage, Facebook is visited daily by 52.0% of citizens, Instagram by 50.3%, and YouTube by 45.8% of respondents (Graph 1).

Graph 1. Could you tell us if you use and how often you use...? Every day Several times a week Several times a month Rarely Never

Internet on computer 50.3% 9.3% 3.0% 5.4% 32.1% 0.3% Internet on a mobile phone 76.2% 1.4% 0.9% 21.2% Online (internet) and mobile banking 2.1% 26.2% 33.2% 6.4% 32.1% 2.6% ATMs 15.4% 43.1% 15.0% 24.0% 2… Online shopping (on the Internet) 5.3% 32.0% 30.1% 30.6% Facebook 52.0% 9.8% 4.4% 3.7% 30.0% Instagram 50.3% 7.2%3.4% 4.3% 34.9% Youtube 45.8% 20.2% 6.8%3.8% 23.4%

The majority of internet users (82.0%) state that they provide their personal information such as name, address, email, etc. when they are online and on social media platforms, while 64.2% share information about their whereabouts. Most individuals also upload photos on the internet and social media, with 80.4% posting their own pictures, 65.8% posting pictures of their friends, and 62.0% posting pictures of their family. 3

Graph 2. How often do you do the following things when you are on the Internet and social media...? (RESPONDENTS USING THE INTERNET, N=963)

Always Almost always Occasionally Never 2.1% You provide information about your location, your 10.2% 51.8% 35.8% whereabouts 4.2% You post your own photos 9.1% 67.1% 19.6%

1.4% You post photos of your family 4.1% 56.5% 38.0%

1.9% You post photos of your friends 4.5% 59.3% 34.2%

You provide your data such as name, surname, 12.0% 22.3% 47.8% 18.0% address, email, etc. (when shopping and similar)

3 The question "How often do you do the following things when you are on the Internet and on social media?" was added in 2023 and was not present in the previous wave.

Kantar Serbia I TMG Insights 7 When it comes to "cookie policies," 53.7% of internet users state that they read them, out of which 36.7% read them occasionally, 10.9% read them almost always, and 6.1% always read them. On the other hand, the remaining half, 46.3%, never read “cookie policies”.4

Graph 3. How often do you reda "cookie policy")? (RESPONDENTS USING THE INTERNET, N=963) Always Almost always Occasionally Never

6.1% 10.9% 36.7% 46.3%

Out of 354 respondents with children under the age of 15, 85.3% of them have children who use a mobile phone with internet access. The majority of parents (86.8%) believe that their child's privacy could be compromised due to the use of a mobile phone, while 7.8% believe that privacy would not be compromised, whereas 5.4% state that they do not know or they are not sure whether the use of a mobile phone would jeopardize their child's privacy.

Graph 4. Do your children use a Graph 5. Do you believe that your mobile phone with internet child's privacy could be compromised access? (N=354) due to mobile phone use? (N=354) Yes, they do No, they do not Yes, definitely 43.5%

13.1% Yes, probably 43.3%

No, not at all 7.8%

I do not know, I am 86.9% 5.4% not sure

The majority of parents, whose children use a mobile phone with internet access, state that they do not use applications for monitoring their child and/or setting boundaries for their child's movement in physical space and visiting internet websites (61.7%). The most common reason for this is that they do not feel the need for it (32.6%), followed by physically monitoring what their child does on the internet (23.7%). On the other hand, 38.3% of parents report using such applications, primarily for controlling the amount of time their child spends on the internet and the content they view (62.1%), and also for the safety of their child (31.0%).

4 The question "How often do you read the cookie policy?" was added in 2023 and was not present in the previous wave.

Kantar Serbia I TMG Insights 8  Graph 7. Why don't you use Graph 8. Why do you use such apps? (N=190), Graph 6. Do you use any apps for such apps? (N=118), encoded based on monitoring your child and/or encoded based on spontaneous responses setting boundaries for their spontaneous responses movement in space and visiting I do not have a need websites? 32.6% Due to controlling for that (N=308) the time the child 62.1% Ye, I do No, I do not spends on the internet and the… We physically control 23.7% what the child does… Due to safety 31.0% We trust our children 18.7%

38.3% We have not heard for Due to controlling 9.3% the location of the such apps 6.1% child 61.7% Other 6.9%

Other .8% I do not know / No 8.9% answer

In comparison to the previous wave, the number of parents who indicate using the mentioned applications has significantly increased (38.3% compared to 25.7% in 2020), while the number of those who do not use these applications has significantly decreased (61.7% compared to 74.3% in 2020).

Graph 9. Do you use any apps for monitoring your child and/or setting boundaries for their movement in space and visiting websites?

38.3% Yes 25.7% 2023 (N=308)

2020 (N=304)

61.7% No 74.3%

Kantar Serbia I TMG Insights 9 4. Being Informed about Personal Data Protection in the Last Year5

We have asked citizens to what extent they notice that there has been more discussion about personal data protection in the past year. The results show that the majority of citizens (59.9%) notice that there is more talk about personal data protection, with 14.2% noticing that there is much more talk, while 45.7% believe that there is somewhat more talk than before. On the other hand, 40.1% of the respondents state that they do not notice that there has been more discussion about the mentioned topic in the past year (Graph 10).

Graph 10. Do you and to what extent do you notice that there was more discussion about personal data protection in the last year? Yes, much more Yes, some more No, not at all

14.2% 59.9% 40.1% notice that there was MORE DISCUSSION ABOUT PERSONAL DATA 45.7% PROTECTION in the last year

Women, citizens younger than 65 years, highly educated respondents, residents of urban areas, as well as residents of Belgrade, in comparison to residents of Šumadija and Western Serbia, notice in significantly larger numbers that there was more discussion about personal data protection in the last year.

Graph 11. Do you notice and to what extent do you notice that there was more discussion about personal data protection in the last year? (sum of % responses Yes, much more and Yes, some more, according to respondents' socio-demographic characteristics)

67.4% 68.2% 75.0% 66.4% 62.8% 61.2% 66.8% 65.4% 57.9% 54.1% 62.9% 66.6% 56.8% 50.1% 36.8% 44.9% Vojvodina Belgrade region

Urban area Primary

Eastern Serbia 65+

Rural area Male

Female

High

Western Serbia 18-29

30-39

40-49

50-64

Secondary

Southern and Šumadija and

5 The questions in this section were added in 2023 and were not present in the first wave.

Kantar Serbia I TMG Insights 10 Out of 725 respondents who notice that there has been more discussion about personal data protection in the past year, the majority (79.3%) state that the information they have heard has helped them learn something new about personal data protection. Among them, 63.8% mention that it has helped them to a small extent, while 15.5% say it has helped them to a large extent. On the other hand, 20.7% of respondents who notice that there has been more discussion about the mentioned topic in the past year state that the information they have heard did not help them learn anything new about personal data protection.

Graph 12. Did the information help you learn something new about personal data protection? (RESPONDENTS WHO NOTICED MORE DISCUSSION, N=725)

Yes, to a large extent Yes, to a small extent No

20.7% 15.5% 79.3% Of the citizens who notice there was more discussion about personal data protection in the last year and they state that the 63.8% INFORMATION THEY HAVE HEARD HAS HELPED THEM LEARN SOMETHING NEW ABOUT THIS TOPIC

Respondents who have stated that the information they have heard helped them learn something new most commonly mention that they have learned who can request their personal data (46.7%), followed by whom they can contact in case of personal data abuse (43.7%). In addition, 37.5% mentioned that they learned about real-life data breaches, 36.6% learned what personal data is, one-third (33.4%) became aware of the institution of the Commissioner for Information of Public Importance and Personal Data Protection, while 26.6% mentioned learning some information about citizens' rights regarding the protection of personal data.

Graph 13. What new have you learned about personal data protection? (RESPONDENTS WHO HAVE LEARNED SOMETHING NEW, N=575) (MULTIPLE ANSWERS POSSIBLE)

Who can request our personal data 46.7%

Who can we contact in case of abuse 43.7%

What is real life personal data compromising 37.5%

What is personal data 36.6%

About the institution of the Commissioner for Information of 33.4% Public Importance and Personal Data Protection

What are our rights regarding the protection of personal data 26.6%

Kantar Serbia I TMG Insights 11 Out of 575 respondents who have stated that the information about personal data protection helped them learn something new, more than half (61.4%) mention that it had a small impact on changing their behavior regarding personal data protection, while 25.7% of the respondents reported a significant impact. For 12.9% of them, the mentioned information did not have an impact on changing their behavior regarding personal data protection. There are no significant differences among respondents based on their socio-demographic characteristics.

Graph14. Did this information influence you to change your behaviour regarding personal data protection? (RESPONDENTS WHO HAVE LEARNED SOMETHING NEW, N=575) Yes, to a large extent Yes, to a small extent No

12.9%

25.7%

61.4%

Awareness of campaigns about personal data protection

Every tenth respondent (10.0%) states that they have seen a campaign (advertisement) about personal data protection in the last year, of which the majority (53.4%) do not remember which campaign/advertisement they saw. Among those who remember, the most commonly mentioned campaign is "Smart and Safe" (25.5%), followed by "Keep It Personal." (9.5%).

Graph 16. Which campaign (advertisment) did Graph 15. Have you seen any you see? (RESPONDENTS WHO HAVE SEEN campaign (advertisments) SOME CAMPAIGN, N=121), encoded based on about personal data spontaneous responses protection in the past year? Smart and Safe 25.5% Yes No

10.0% Keep It Personal. 9.5%

Advertisements of mobile service 5.0% providers

90.0% Other 6.7%

I do not remember 53.4%

Respondents aged up to 49 years, those with a secondary to high level of education, as well as urban residents, significantly more often mention that they have seen a campaign (advertisement) about personal data protection in the past year (Graph 17).

Kantar Serbia I TMG Insights 12  Graph 17. Have you seen any campaign (advertisment) about personal data protection in the past year? (% of YES response, according to socio-demographic characteristics of the respondents)

11.4% 8.7% 14.5% 15.4% 10.6% 8.2% 2.8% 16.6% 13.4% 9.6% 12.1% 5.8% 10.8% 8.1% 9.3% 7.0%

Vojvodina Belgrade region

Urban area Secondary 65+

Primary

Eastern Serbia

Rural area Male

Female

High

Western Serbia 18-29

30-39

40-49

50-64

Southern and Šumadija and We have also asked respondents whether they have seen or heard about a campaign on personal data protection called "Keep It Personal.", which was conducted from May to July last year. The majority of respondents (91.2%) state that they have not seen or heard about the campaign, while 8.8% mention that they have seen or heard about it. There are no significant socio-demographic differences among respondents.

Graph 18. Have you seen or heard for the campaign on personal data protection, carried out from May to July last year and called "Keep It Personal."?

8.8% Yes No

91.2%

The majority of respondents (63.5%) have seen the campaign on TV, while slightly less than a third of those who have seen or heard about the campaign learned about it through internet portals (30.1%), and 25.9% through social media.

Kantar Serbia I TMG Insights 13  Graph 19. Where did you see or hear about the campaign? (RESPONDENTS WHO HAVE SEEN THE CAMPAIGN, N=107)

On TV 63.5%

On internet portals 30.1%

On social networks 25.9%

22.4% On newspapers' websites.

I heard from family members/friends/colleagues 18.0%

I heard at university/course/school 5.8%

Every second respondent who has seen or heard about the campaign (50.1%) is aware that it was launched by the Commissioner for Information of Public Importance and Personal Data Protection. 38.9% believe that the campaign was launched by and/or the Government of the Republic of Serbia, 12.7% think it was initiated by and/or a non-governmental organization, while 10.9% believe that it was initiated by and/or the OSCE Mission to Serbia.

Graph 20. Who do you think launched the campaign? MULTIPLE ANSWERS POSSIBLE (RESPONDENTS WHO HAVE SEEN OR HEARD FOR THE CAMPAIGN, N=107)

The Commissioner for Information of Public 50.1% Importance and Personal Data Protection 38.9% The Government of the Republic of Serbia A non-governmental organization 12.7%

The OSCE Mission in Serbia 10.9%

The Police 6.0%

I do not know 17.6%

Regarding the question of what new information they have learned about personal data protection, of the citizens who have heard information about this topic in the past year and learned something new, we compared the views of citizens who have seen or heard about the "Keep It Personal." campaign with those who haven't. The results show that citizens who are familiar with the campaign, in larger numbers than those who aren't, state that the information helped them learn more about who can request their personal data, what constitutes real-life personal data breaches, as well as about the institution of the Commissioner for Information of Public Importance and Personal Data Protection.

Kantar Serbia I TMG Insights 14  Graph 21. What new have you learned about personal data protection? (based on the familiarity with the campaign "Keep It Personal.”)

Respondents who have seen or heard for the campaign "Keep It Personal." (IF THEY LEARNED SOMETHING NEW, N=86)

Respondents who have not seen or heard for the campaign "Keep It Personal." (IF THEY LEARNED SOMETHING NEW, N=489)

65.3% Who can request our personal data 43.4%

Who can we contact in case personal data 51.9% abuse 42.2%

What is the real life personal data 48.7% compromising 35.6%

42.6% What is personal data 35.6%

About the institution of the Commissioner 46.5% for Information of Public Importance and 31.1% Personal Data Protection

What are our rights regarding the protection 25.3% of personal data 26.8%

Kantar Serbia I TMG Insights 15 5. Attitudes and behavior towards personal data

The first associations of citizens with the term "personal data" are name and surname, address information, identification number, date of birth/year of an individual, and phone number (Graph 22).

Graph 22. When we say "PERSONAL DATA", what are all the data that come to your mind? (encoded based on spontaneous responses) Name and Surname 58.8% Address 50.6% Unique Master Citizen Number 27.2% Date of Birth/Age 24.6% Telephone Number 21.6% Data on the Internet (email address, passwords and similar) 14.2% Data from ID card/passport 13.1% ID Card Number 12.6% Employment data (employment status, income level, etc.) 8.8% Gender 7.5% Bank account number 6.4% Marital/family status 3.8% Movement locations 3.2% Health records/condition 2.1% Photos 1.6% Other 6.3% I do not know / No answer 7.4%

When it comes to the importance that citizens attach to preserving their personal data, the results are similar to the previous wave. For the majority of Serbian citizens (80.3%), preserving their personal data is generally important, for 13.8% it is neither important nor unimportant, while for 5.9% it is not important.

5.9% 80.3% of citizens (5.9%) states that the of citizens (80.3%) states that the preservation of preservation of their personal data is their personal data is generally IMPORTANT to generally NOT IMPORTANT to them. them.

Kantar Serbia I TMG Insights 16  Graph 23. GENERALLY, how important is your personal data preservation to you?

Not at all important 2 3 4 Very important 2.8% 2023 (N=1211) 3.1% 13.8% 16.5% 63.8%

2020 (N=1217) 2.9% 3.9% 14.0% 16.8% 62.5%

When examining the data by demographics, the results show that women, citizens aged 18 to 49, compared to older individuals, those with secondary and higher education, as well as residents of urban areas, attribute greater importance to the preservation of their personal data.

Graph 24. GENERALLY, how important is your personal data preservation to you ? (the sum of % of the answers 5-Very important and 4-Important to a certain extent, based on socio-demographic characteristics of the respondents)

83.4% 82.1% 83.6% 81.0% 74.4% 80.4% 76.1% 84.8% 84.0% 77.0% 81.3% 74.1% 83.5% 84.0% 81.3% 75.0%

Vojvodina Belgrade region

Urban area Secondary 65+

Primary

Eastern Serbia

Rural area High Male

Female

18-29

30-39

40-49

50-64

Western Serbia

Southern and Šumadija and Similar to the previous wave, the majority of internet users (85.6%) emphasize the importance of preserving their personal data online, including social media platforms, for 11.1% of them it is neither important nor unimportant, while 3.3% of internet users consider it unimportant. Women (89.3%) attach greater importance to preserving their personal data online compared to men (81.6%). No statistically significant differences were found based on other socio-demographic characteristics of the respondents.

Graph 25. How important to you is your personal data preservation on the INTERNET, including social media as well? (RESPONDENTS USING INTERNET) Not at all important 2 3 4 Very important

2023 (N=963) 1.8% 1.5% 11.1% 16.9% 68.7%

2020 (N=910) 2.0% 1.8% 11.8% 17.9% 66.4%

The biggest number of Serbian citizens (75.5%) in this wave also believe that personal data breaches occur through the posting of photos/videos of other individuals on social media without their consent, then they perceive recording employees in the workplace to monitor their working hours (62.0%), as well as disclosing the names of debtors (61.3%), as potential breaches of personal data. Slightly over half of the respondents (52.7%) consider the installation of video surveillance in residential buildings/houses, specifically capturing the entrance to other apartments/houses, as a potential personal data breach. There are no significant differences compared to the previous wave (Graph 26).

Kantar Serbia I TMG Insights 17  75.5% 62.0% 61.3% 52.7% believe that the violation believe that the violation believe that the violation believe that the violation of personal data occurs of personal data occurs of personal data occurs of personal data occurs through the posting of through recording through discloing of through the installation photos/videos of other employees at the debtors' names. of video surveillance individuals on social workplace to monitor in residential media without their their working hours. buildings/homes that consent. records the entrance to another apartment/house.

Graph 26. In your opinion, does violation of personal data occur by... Not at all 2 3 4 Totally yes

Installing video surveillance in residential buildings/homes, 15.7% 10.1% 21.5% 19.0% 33.6% thus capturing the entrance to another apartment/house?

Disclosing the names of debtors? 8.7%6.4% 23.6% 17.5% 43.9%

Posting photographs/videos of other individuals on social 4.3% 4.7% 15.5% 15.8% 59.7% network without their consent?

Recording employees at the workplace in order to control 6.7% 7.2% 24.0% 16.2% 45.8% their working hours?

Graph 27. In your opinion, does violation of personal data occur by... (sum % of the responses 5 - Totally yes+ 4 - Yes, to a certain extent), trend

2023 52.7% (N=1211) Installing video surveillance in residential buildings/homes, thus capturing the entrance to… 52.5% 2020 (N=1217) 61.3% Disclosing the names of debtors? 60.7%

Posting photographs/videos of other individuals on 75.5% social network without their consent? 75.9%

Recording employees at the workplace in order to 62.0% control their working hours? 59.1%

The results according to the socio-demographic characteristics of the respondents show that there are differences in their opinions regarding the personal data breach through disclosing debtors' names, posting of photographs/videos of other individuals on social media without their consent, and recording of employees in the workplace for the purpose of monitoring their working hours. Citizens between the ages of 30 and 49, compared to the oldest age group (65+), middle and highly educated participants, as well as residents of urban areas, consider that disclosing of debtors' names leads to a greater violation of personal data.

Kantar Serbia I TMG Insights 18  Graph 28. In your opinion, does violation of personal data occur by DISCLOSING DEBTORS' NAMES? (sum % of the responses 5-Totally yes and 4 - Yes, to a certain extent, according to socio-demographic characteristics of the respondents)

66.8% 66.6% 62.4% 66.1% 64.2% 58.4% 61.5% 59.6% 66.4% 66.0% 60.7% 61.9% 61.4% 53.2% 54.5% 49.9%

Vojvodina Belgrade region

Urban area High

Eastern Serbia 65+

Primary Male

Secondary

Rural area Female

Western Serbia 18-29

30-39

40-49

50-64

Southern and Šumadija and Citizens with a secondary and higher level of education, to a significantly greater extent than those with only elementary school education, believe that the posting of photographs/videos of other individuals on social media without their consent leads to a violation of personal data. This viewpoint is also more widely shared by residents of Vojvodina compared to those living in Šumadija and Western Serbia, as well as residents of urban areas.

Graph 29. In your opinion, does violation of personal data occur by POSTING PHOTOS/VIDEOS OF OTHER INDIVIDUALS ON SOCIAL MEDIA WITHOUT THEIR CONSENT? (sum % of the responses 5 – Totally yes and 4- Yes, to a certain extent, according to socio-demographic characteristics of the respondents)

77.7% 72.0% 77.8% 79.1% 77.8% 70.2% 77.3% 81.5% 76.7% 80.5% 77.2% 78.4% 73.1% 70.0% 68.4% 71.2%

Vojvodina

Rural area Belgrade

Urban area Šumadija and Female

Secondary

High 65+

Primary Male

18-29

30-39

40-49

50-64

Southern and region

Western

Eastern Serbia Serbia

Citizens between the ages of 30 and 64, compared to the oldest age group (65+), seconadry and high educated individuals, as well as residents of urban areas, believe that the recording employees at the workplace in order to control their working hours leads to a greater personal data breach.

Graph 30. In your opinion, does violation of personal data occur by RECORDING EMPLOYEES AT THE WORKPLACE IN ORDER TO CONTROL THEIR WORKING HOURS? (sum % of the responses 5 - Totally yes and 4-Yes, to a certain extent, according to socio-demographic characteristics of the respondents)

66.3% 68.4% 64.2% 71.5% 62.5% 66.1% 66.2% 62.1% 62.0% 59.6% 63.8% 57.0% 63.1% 51.5% 55.1% 56.1% Belgrade

Vojvodina

Šumadija and

Urban area Secondary 65+

Primary Male

Rural area Female

High 18-29

30-39

40-49

50-64

Southern and region

Sewrbia Western

Eastern Serbia

Kantar Serbia I TMG Insights 19 When it comes to how much Serbian citizens think about the collection, processing, use, and storage of their personal data when providing it to private companies or government institutions, the results in this wave also show that the majority of citizens (58.9%) think about it, with 44.1% of them stating that they do so to a moderate extent. Just over one-fifth of citizens (22.2%) indicate that they mostly do not think about the collection, processing, use, and storage of their personal data when providing it to private companies or government institutions, while 18.8% state that they do not think about it at all.

41.1% 58.9% of citizens state that they think to a MODERATE or of citizens state that they GENERALLY or HIGH EXTENTabout the collection, processing, MOSTLY do not think about the collection, use, and storage of their personal data when processing, use, and storage of their personal providing it to private companies or government data when providing it to private companies or institutions.

Grafik 31. We are interested in how much you think about the collection, processing, use, and storage of your personal data when providing it to either private companies or government institutions.

I don’t think about it at all I mostly don’t think about it I moderately think about it I think very much about it

2023 18.8% 22.2% 44.1% 14.8%

2020 17.6% 22.8% 43.4% 16.1%

Women, more than men, think to a greater extent about the collection, processing, use, and storage of their personal data when providing it to private companies or government institutions. Additionally, this is a topic that is more frequently considered by citizens up to the age of 64, highly educated participants, residents of urban areas, as well as residents of Belgrade, Vojvodina, and southeastern Serbia compared to those living in Šumadija and Western Serbia.

Graph 32. We are interested in how much you think about the collection, processing, use, and storage of your personal data when providing it to either private companies or government institutions. (Sum of % of responses Very much think about it and Moderately think about it, according to socio-demographic characteristics)

82.7% 71.9% 71.2% 64.0% 71.4% 62.6% 61.1% 66.8% 61.5% 66.2% 55.0% 63.5% 46.6% 40.7% 28.2% 36.6% Belgrade

Vojvodina

Šumadija and

Urban area Secondary Primary

Eastern Serbia 65+

Rural area Male

Female

High 18-29

30-39

40-49

50-64

Southern and region

Western Serbia

Similar to the previous wave, citizens' opinions on their familiarity with the topic of personal data protection are divided. One-third (33.0%) states that they are not familiar with the topic of collecting, processing, using,

Kantar Serbia I TMG Insights 20 and storing personal data. 34.9% indicate that they are somewhat (completely or partially) familiar with the mentioned topic, while 32.1% are unsure whether they are familiar with the topic of collecting, processing, using, and storing personal data or not. There are no significant differences compared to the previous wave.

33.0% 34.9% of citizens state that they are NOT of citizens state that they are TO SOME EXTENT FAMILIAR with the topic of collecting, familiar with the topic of collecting, processing, processing, using, and storing personal using, and storing personal data. data. Graph 33. To what extent are you familiar with the topic of collecting, processing, using, and storing personal data? Not at all 2 3 4 Completely familiar

2023 18.3% 14.7% 32.1% 22.9% 12.0%

2020 19.3% 15.6% 31.5% 20.4% 13.3%

Women, citizens between the ages of 18 and 64, highly educated individuals, as well as residents of urban areas, are more familiar with the topic of collecting, processing, using, and storing personal data.

Graph 34. To what extent are you familiar with the topic of collecting, processing, using, and storing personal data? (sum % of the responses 5-Completely familiar and Familiar to a certain extent according to socio-demographic characteristics of the respondents)

57.4% 39.0% 46.0% 42.9% 40.3% 34.5% 40.6% 30.4% 34.4% 36.6% 36.9% 35.3% 30.5% 26.6% 15.5% 21.4% Vojvodina Belgrade region

Urban area Secondary Primary

Eastern Serbia 65+

Rural area Male

Female

High 18-29

30-39

40-49

50-64

Western Serbia

Southern and Šumadija and

Regarding familiarity with this topic, there is also a difference between citizens who have seen or heard about the "Keep It Personal.” campaign and those who have not. Just over half of the respondents (59.3%) who are familiar with the campaign state that they are to some extent familiar with the topic of collecting, processing, using, and storing personal data, while less than one-third of the respondents (32.5%) who have not seen or heard about the campaign state the same.

Kantar Serbia I TMG Insights 21  Graph 35. To what extent are you familiar with the topic of collecting, processing, using and storing personal data? (sum of % of the responses 5-Completely familiar and 4-Familiar to a certain extent, based on the familiarity with the campaign"Keep It Personal.")

Respondents who have seen or heard for the 59.3% campaign"Keep It Personal." (N=107)

Respondents who have not seen or heard for the 32.5% campaign (N=1104)

In this wave as well, over half of the respondents (56.2%) state that they do not differentiate between private companies and state institutions when it comes to the collection, processing, use, and storage of their personal data. On the other hand, 36.5% of citizens are more cautious towards private companies, while 7.2% of them are more cautious towards state institutions. Highly educated participants (46.2%) show greater caution towards private companies compared to those with elementary education (30.8%), as well as residents of urban areas (39.2%) compared to those in rural areas (32.6%). More caution towards state institutions is expressed by respondents between the ages of 18 and 29 (10.8%) and 30 and 39 (10.6%) compared to the oldest citizens (65+) who express the least caution (2.1%).

36.5% 7.2% 56.2% are more cautious are more cautious do not differentiate towards PRIVATE towards STATE between private COMPANIES companies and state INSTITUTIONS institutions

Graph 36. In general, do you differentiate between private companies and state institutions when it comes to the collection, processing, use, and storage of your personal data? (trend)

Yes, I am more cautious towards private 36.5% companies 38.6% 2023 2020 Yes, I am more cautious towards state 7.2% institutions 6.9%

56.2% No, I do not differentiate between them 54.5%

When it comes to citizens' willingness to provide their data to private companies or state institutions for the services they provide, the results show that citizens are significantly more willing to share their personal data with state institutions. Citizens are most willing to provide information about their date of birth, citizenship, and residential address. On the other hand, citizens are least willing to provide their fingerprint for identification purposes to private companies (7.1%), while they are least willing to share information about their political views with state institutions (16.0%).

Kantar Serbia I TMG Insights 22  Graph 37. We are interested in which of the following data you would be willing to provide for the services they offer to you...

your home address 43.3% 62.2%

your citizenship 48.9% 66.8%

your date of birth 61.8% 73.0%

your sexual orientation 27.0% 28.1%

your religious beliefs or affiliation 37.2% 39.8% Private Companies your political views 13.1% 16.0% State Institutions

your fingerprint for identification purposes 7.1% 31.4% your facial image for identification 25.3% purposes 47.3% information about your health condition 14.1% (or your medical data) 30.2%

none of the above 18.3% 9.9%

Citizens up to 49 years of age, those with secondary and high education, and residents of urban areas are more willing to provide some of their personal data for the services offered by private companies and state institutions.

Compared to the previous wave, there has been a significant increase in the number of citizens who are unwilling to provide some of their data to private companies for the services they offer (18.3% compared to 14.3% in 2020). Citizens are less willing to provide private companies with their home address, fingerprint and/or facial image for identification purposes, as well as information about their health condition. When it comes to state institutions, there are no significant differences compared to the previous wave.

Graph 38. We are interested in which of the Graph 39. We are interested in which of the following data you would be willing to provide following data you would be willing to provide for the services offered by PRIVATE for the services offered by STATE COMPANIES (trend): INSTITUTIONS (trend):

2023 2020 2023 2020

your home address 43.3% 62.2% 47.8% your home address 63.3%

your citizenship 48.9% 66.8% 52.8% your citizenship 67.0%

your date of birth 61.8% your date of birth 73.0% 63.9% 74.3%

your sexual orientation 27.0% your sexual orientation 28.1% 29.0% 30.0% your religious beliefs or 37.2% your religious beliefs or 39.8% affiliation 38.2% affiliation 40.8% 13.1% your political views 16.0% your political views 17.0% 15.7% your fingerprint for 7.1% your fingerprint for 31.4% identification purposes 12.3% identification purposes 34.5% your facial image for 25.3% your facial image for 47.3% identification purposes 33.4% identification purposes 49.0% information about your 14.1% information about your 30.2% health condition (or… 21.7% health condition (or your… 33.3%

18.3% none of the above 9.9% none of the above 10.7% 14.3%

Kantar Serbia I TMG Insights 23 Similar to the previous wave, internet users are primarily concerned that their personal data shared online could be accessed by criminals or scammers without their knowledge or consent (71.9%). They are also concerned about advertisers and advertising agencies (54.8%). On the other hand, they are least worried about the police (38.2%) and their current or potential employers (39.7%) having access to their data without their knowledge or consent.

Graph 40: Do you worry and to what extent that some of your personal data, including social media, shared on the Internet could be accessed without your knowledge or permission...? (INTERNET USERS RESPONDENTS N=963) I do not worry at all 2 3 4 I worry very much

Criminals or scammers 6.3%5.0% 16.8% 21.5% 50.4%

Advertisers and advertising agencies 8.0% 7.8% 29.5% 23.0% 31.8%

Foreign governments 16.4% 10.8% 27.8% 18.2% 26.8%

Government and state services 17.9% 12.3% 26.2% 20.2% 23.5% Security services of the Republic of 21.6% 10.9% 27.1% 17.7% 22.7% Serbia Your employers or potential employers 15.5% 12.8% 32.0% 20.2% 19.5%

Police 23.4% 11.4% 27.0% 18.6% 19.5%

Compared to the previous wave, the number of citizens who express concern that advertisers and advertising agencies could access their data on the internet and social media without their knowledge or permission has increased (54.8% compared to 49.8% in 2020).

Graph 41: Do you worry and to what extent that some of your personal data you shared on the Internet, including social media, could be accessed without your knowledge or permission...? (RESPONDENTS WHO USE THE INTERNET, sum of % responses 5-Very worried and 4-Worried to a certain extent), trend

71.9% Criminals or scammers 71.6%

Advertisers and advertising agencies 54.8% 49.8% 45.0% Foreign governments 43.3%

Government and state services 43.7% 2023 41.1% (N=963) Security services of the Republic of 40.4% 2020 Serbia 38.7% (N=910) Your employers or potential employers 39.7% 38.6%

Police 38.2% 39.4%

Men are more concerned than women that advertisers and advertising agencies, government and public services, the Security Services of the Republic of Serbia, and the police could access some of their personal data shared on the Internet without their knowledge or permission. Urban residents are more concerned than rural residents that criminals or scammers, advertisers and advertising agencies, as well as their current or potential employers, could do the same. Citizens under the age of 49 are more concerned than older individuals that their employers or potential employers could access their personal data. (Table 1).

Kantar Serbia I TMG Insights 24 Table 1: Do you worry and to what extent that some of your personal data shared on the Internet, including social media, could be accessed without your knowledge or permission...? (aggregate % of 5-Very worried and 4-Worried to a certain extent, according to the socio-demographic characteristics of respondents) Gender SETTLEMENT Age (%) EDUCATION (%) REGION (%) (%) TYPE (%)

Belgrade region

Western Serbia

Eastern Serbia Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64

High Male

65+ Criminals or 71.5 72.4 73.9 73.1 72.6 70.4 61.8 66.3 72.3 76.7 73.7 73.9 66.7 73.2 74.3 65.8 scammers Advertisers and advertising 58.6 51.2 52.4 58.8 58.1 51.4 43.9 50.9 55.0 58.0 56.2 58.6 48.2 55.7 57.5 47.8 agencies Foreign 44.3 45.6 48.4 44.5 48.6 38.4 35.4 47.5 44.9 42.5 44.3 48.8 41.6 44.8 46.3 41.5 governments Government and 47.2 40.4 41.3 47.3 46.7 39.0 39.3 44.0 44.8 40.1 41.3 47.5 42.2 43.4 45.1 39.9 state services Security services of the Republic of 44.5 36.7 41.1 42.2 41.6 37.0 36.1 40.5 41.7 36.5 36.0 45.3 38.7 41.3 41.6 37.4 Serbia Your employers or potential 40.5 38.9 40.3 43.3 45.5 33.4 14.9 38.2 39.8 40.9 41.8 40.2 36.2 40.4 42.4 32.5 employers Police 41.9 34.8 36.6 39.6 39.3 37.8 35.0 37.4 40.2 33.1 34.7 40.2 38.9 39.0 39.6 34.5 N 461 502 222 202 301 176 61 198 570 194 242 262 234 225 695 268 Note: Highlighted fields indicate statistically significant differences among respondents at a significance level of 0.05.

Kantar Serbia I TMG Insights 25 6. Awareness of Data Protection and Risks of Personal Data Abuse

When it comes to citizens' opinion on whether their personal data is adequately protected, the results show that 39.8% of them believe it is moderately protected, 31.3% think it is inadequately protected, while 28.9% believe it is highly or completely protected (Graph 42) 6.

31.3% 39.8% 28.9% citizens believe that they citizens believe that their citizens believe that they protect their personal data TO A personal data is NOT MODERATELY PROTECT GREAT EXTENT OR SUFFICIENTLY their personal data. COMPLETELY PROTECTED

Graph 42. Do you think you protect your personal data sufficiently?

Insufficiently 2 3 4 Completely

17.4% 14.0% 39.8% 19.6% 9.2%

Citizens with primary education and residents of rural areas are more likely to believe that their personal data is sufficiently protected.

Graph 43. Do you think you protect your personal data sufficiently? (sum of % of responses 5 - Completely and 4 - To a great extent, according to the socio-demographic characteristics of the respondents)

32.9% 33.0% 25.9% 29.2% 34.3% 28.2% 29.5% 30.9% 26.2% 24.6% 30.2% 30.5% 31.4% 26.3% 27.5% 25.2% Vojvodina Belgrade region

Urban area Primary

Eastern Serbia 65+

Rural area High Male

Female

Western Serbia 18-29

30-39

40-49

50-64

Secondary

Southern and Šumadija and

6 The question "Do you think you protect your personal data sufficiently?" was added in 2023.

Kantar Serbia I TMG Insights 26 When it comes to how citizens protect their personal data, the results show that more than half of the respondents (59.3%) do so by not providing their data to sources they do not consider reliable. 43.4% adjust their privacy settings on social media, while 41.5% limit the sharing of content on social media. 40.8% of the respondents protect their data by not providing it to anyone except state institutions when required. The same percentage states that they use strong passwords. 32.6% adjust privacy settings on apps, 31.0% check if a website is secure, 30.3% disable location on their mobile phones, while 8.8% use special security applications.

Graph 44. How do you protect your personal data? (MULTIPLE ANSWERS POSSIBLE)

I do not give data to sources I consider unreliable 59.3%

I adjust privacy settings on social media 43.4%

I limit the sharing of content on social media 41.5%

I do not give my data to anyone, except to state 40.8% institutions when necessary

I use strong passwords 40.8%

I adjust privacy settings on applications 32.6%

I check if a website is secure 31.0%

I disable location on my mobile phone 30.3%

I use special security apps 8.8%

Other .4%

None of the above 3.4%

Results according to the socio-demographic characteristics of the respondents show that women more frequently than men protect their personal data by disabling location on their phones, adjusting privacy settings on social media and apps and limiting the sharing of content on social media. The older population (65+), respondents with only primary education, and residents of rural areas more often mention that they protect their data by only providing it to government institutions when necessary. On the other hand, respondents up to 65 years of age, those with secondary and higher education, and residents of urban areas more frequently than the older population state that they do not provide data to sources they do not consider reliable (Table 2).

Kantar Serbia I TMG Insights 27 Table 2: How do you protect your personal data? (% according to the socio-demographic characteristics of the respondents) SETTLEM GENDER AGE (%) EDUCATION (%) REGION (%) ENT TYPE (%) (%)

Belgrade region

Western Serbia

Eastern Serbia Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64 Male

High 65+ I do not give my data to anyone, except to state 43.6 38.3 30.9 20.9 28.7 48.8 72.5 61.3 29.4 32.0 33.9 40.8 45.9 41.7 27.9 59.7 institutions when necessary I do not give data to sources I 59.2 59.5 69.6 61.3 61.9 60.4 44.6 49.8 63.8 66.0 63.6 57.8 55.1 62.0 64.5 51.7 consider unreliable I disable location on my mobile 24.1 36.0 37.3 35.6 36.0 27.0 16.1 19.8 36.4 34.2 32.2 32.0 27.1 30.2 35.9 22.0 phone I adjust privacy settings on 37.3 49.1 57.6 59.6 59.9 36.3 5.2 19.9 54.6 59.6 55.1 42.5 32.6 46.1 56.6 24.2 social media I adjust privacy 28.9 35.9 40.6 47.4 48.8 23.1 3.0 16.2 41.0 41.9 43.2 31.4 24.8 32.7 43.8 16.2 settings on apps I limit the sharing of content on 37.7 45.1 48.2 60.5 55.0 36.7 9.1 21.5 52.0 52.4 48.8 43.8 33.9 40.9 54.0 23.3 social media I check if a website is 33.1 29.0 39.7 43.3 40.6 26.3 6.2 11.9 42.0 38.2 36.1 30.7 24.4 34.1 39.5 18.4 secure I use special 8.5 9.2 12.8 15.1 10.0 5.8 1.8 3.2 11.0 14.3 10.9 8.7 7.0 9.1 11.8 4.5 security apps I use strong 40.8 40.7 52.0 58.0 51.9 35.4 9.0 17.6 53.6 50.9 49.5 42.5 31.4 41.5 52.9 23.0 passwords Other .4 .4 0.0 .4 .6 .4 .6 .5 .3 .7 1.1 .3 .3 0.0 .4 .4 None of the above 3.7 3.1 2.0 1.2 .7 3.7 9.1 8.1 .7 1.4 1.6 2.8 6.3 2.3 1.6 5.9 N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Note: Highlighted fields indicate statistically significant differences among respondents at a significance level of 0.05.

In this wave as well, citizens mostly had the opportunity to learn about the topic of personal data protection through television (49.3%), followed by internet portals (48.5%) and personal sources (41.7%). In addition to these sources, citizens had the opportunity to learn about the topic of data protection through social media (27.3%), as well as through the website of the Commissioner for Information of Public Importance and Personal Data Protection (18.8%). The number of those who had the opportunity to learn something about the mentioned topic through the Commissioner's webpage significantly increased compared to the previous wave (13.4% in 2020). Print media was a source of information for 15.4% of citizens, which is significantly less than in the previous wave (21.7% in 2020), while 13.4% of respondents obtained information through schools, colleges, and courses (Graph 45).

Kantar Serbia I TMG Insights 28  Graph 45. From which sources have you had the opportunity to learn about the topic of personal data protection so far? (MULTIPLE ANSWERS POSSIBLE), trend

TV 49.3% 51.0%

Internet portals 48.5% 48.2%

From personal sources (family, friends, colleagues) 41.7% 42.2%

Social media 27.3% 27.0% 2023 Website of the Commissioner for Information of Public 18.8% Importance and Personal Data Protection 13.4% 2020

Print media 15.4% 21.7%

From school, university, courses 13.4% 14.3%

Other 2.6% 3.9%

The results according to the socio-demographic characteristics of the respondents are as expected and show that the older population (over 49 years old), those with only primary education, and residents of rural areas are primarily informed about the topic of personal data protection through television. On the other hand, individuals aged 18 to 49, those with secondary and higher education, and residents of urban areas are more likely to obtain information about this topic through internet portals. Women, individuals up to 64 years old, those with secondary and higher education, and residents of urban areas are more likely to be informed through the webpage of the Commissioner for Information of Public Importance and Personal Data Protection.

Graph 46. Website of the Commissioner for Information of Public Importance and Personal Data Protection (according to the socio-demographic characteristics of the respondents)

16.3% 21.1% 16.6% 23.8% 27.9% 19.2% 23.5% 25.6% 21.8% 17.4% 16.0% 20.8% 25.1% 8.8% 9.5% 5.6%

Urban area Šumadija and

Rural area 65+

Belgared

Vojvodina Male

Female

18-29

30-39

40-49

50-64

Secondary

High

Southern and Primary

region

Western

Eastern Serbia Serbia

When it comes to being informed through the website of the Commissioner, there is a difference between citizens who have seen or heard about the "Keep It Personal." campaign and those who haven't. The webpage of the Commissioner was significantly more often a source of information on the topic of personal data protection among respondents who are familiar with the campaign (30.4%), compared to those who are not (17.7%).

Kantar Serbia I TMG Insights 29  Graph 47. Webpage of the Commissioner for Information of Public Importance and Personal Data Protection (according to familiarity with the "Keep It Personal." campaign)

Respondents who have seen or heard for the 30.4% campaign "Keep It Personal" (N=107) Respondents who have not seen or heard for the 17.7% campaign (N=1104)

More than half of the citizens (56.7%) believe that the public is not sufficiently informed about the protection of personal data, while 23.3% are undecided. On the other hand, 19.9% of respondents believe that the public is sufficiently informed about the protection of personal data, and the number of citizens who think so has significantly increased compared to the previous wave (15.1% in 2020).

56.7% 19.9% believe that the public is NOT believe that the public is SUFFICIENTLY INFORMED about the SUFFICIENTLY INFORMED about the protection of personal data protection of personal data.

Graph 48. In your opinion, is the public sufficiently informed about the protection of personal data? (trend) No, not at all 2 3 4 Yes, completely

2023 29.6% 27.1% 23.3% 14.6% 5.3%

2020 32.0% 28.6% 24.3% 8.2% 6.9%

There are no significant differences found in the opinions of respondents based on their socio-demographic characteristics. However, there are differences between respondents who have seen or heard about the campaign "Keep It Personal." and those who haven't. A higher percentage of respondents who are familiar with the campaign believe that the public is sufficiently informed about the protection of personal data (31.0%) compared to those who are not familiar with it (18.9%).

Graph 49. In your opinion, is the public sufficiently informed about the protection of personal data? (sum of % responses 5-Yes, completely and 4-To a certain extent, based on familiarity with the campaign "Keep It Personal.")

Respondents who have seen or heard for the 31.0% campaign "Keep It Personal." (N=107) Respondents who have not seen or heard for the 18.9% campaign (N=1104)

Almost every second respondent (48.3%) believes that the available information on the protection of personal data is not clear, while slightly less than a third of the respondents (31.2%) are undecided. Every fifth respondent (20.5%) considers the available information on the protection of personal data to be clear, and the number of those who hold this view has significantly increased compared to the previous wave (17.0% in 2020).

Kantar Serbia I TMG Insights 30  Graph 50. What would you say, how clear are the available information about the protection of personal data? (trend) Not at all clear 2 3 4 Very clear

2023 22.0% 26.3% 31.2% 14.0% 6.5%

2020 22.0% 27.8% 33.1% 9.4% 7.6%

The results show that there are no differences among respondents regarding their socio-demographic characteristics, while differences were found among respondents regarding their awareness of the "Keep It Personal." campaign. A significantly larger proportion of respondents who have seen or heard about the campaign (38.8%) believe that the available information about the protection of personal data is clear, compared to respondents who have not (18.8%).

Graph 51. What would you say, how clear are the available information about the protection of personal data? (sum of % responses 5-Very clear and 4-Clear to a certain extent, according to awareness of the "Keep It Personal." campaign)

Respondents who have seen or heard for the 38.8% campaign "Keep It Personal." (N=107) Respondents who have not seen or heard for the 18.8% campaign (N=1104)

When it comes to the information that citizens find most necessary regarding the protection of personal data, the results show that it is still information about who can request their personal data (69.1%), although the number of those who consider this information most necessary has significantly decreased compared to the previous wave (73.1% in 2020). In addition to the mentioned information, 62.7% of citizens state that they would also need information about who to contact in case of of personal data abuse, and 58.7% mention the need for information about their rights regarding the personal data protection. Citizens would also require examples of real-life data breaches (58.1%), shorter and more concise information about data protection (52.2%), and 47% state that they need and/or information about what to expect in the process related to personal data. Explanations of the most important and technical terms regarding data protection are considered useful by 39.9% of citizens.

Graph 52. What kind of information would be most necessary for you regarding the protection of personal data? (MULTIPLE ANSWERS POSSIBLE), trend

Who can request our personal data 69.1% 73.1%

Information on who to contact in case of personal data abuse 62.7% 66.4% Information about our rights regarding the protection of 58.7% personal data 61.2% 58.1% Examples of real-life personal data breaches 61.3% 2023 Short and concise information about the protection of personal 52.2% data 54.8% 2020 Information on what to expect in the process related to 47.4% personal data abuse 47.2%

Explanations of the most important and professionall terms 39.9% 39.5%

Other 2.0% 0.9%

Kantar Serbia I TMG Insights 31 The results according to the socio-demographic characteristics of the respondents show that information about citizens' rights to data protection, as well as information about what citizens can expect in the process related to personal data abuse, is more needed by men than women. In general, the results indicate that citizens aged up to 49 years, respondents with secondary and higher education, as well as residents of urban areas, are more interested in obtaining more information about data protection. Residents of Belgrade and Vojvodina, in greater numbers than residents of Sumadija and Western Serbia, state that they need information about their rights to data protection (Table 3).

Table 3: What kind of information would you need the most regarding personal data protection? (% according to the socio-demographic characteristics of the respondents) SETTLEM GENDER AGE (%) EDUCATION (%) REGION (%) ENT TYPE (%) (%)

Belgrade region

Western Serbia

Eastern Serbia Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64 Male

High 65+ Explanations of the most important 41.9 38.1 46.5 42.2 39.7 35.0 37.2 35.1 43.6 39.0 39.2 39.7 37.6 44.0 40.9 38.5 and professional terms Examples of real- life personal data 58.5 57.7 62.8 65.6 63.2 54.5 45.2 50.8 60.2 67.1 62.6 54.8 57.1 58.6 60.6 54.5 breaches Short and concise information about 52.4 52.1 55.9 66.5 53.2 47.6 40.6 44.1 55.0 61.1 56.4 53.2 46.1 54.4 56.9 45.4 the protection of personal data Information about our rights regarding the 62.8 54.9 60.0 68.0 68.3 57.5 39.9 49.8 62.3 66.6 64.8 63.6 50.1 57.2 65.0 49.5 protection of personal data Who can request 68.9 69.3 68.3 69.5 71.3 62.8 72.7 68.9 68.8 70.5 71.3 67.9 68.6 69.0 69.9 68.0 our personal data Information on who to contact in case 61.3 64.0 66.7 71.6 67.8 57.6 50.9 54.2 66.6 69.3 66.4 64.4 56.1 65.3 66.7 57.0 of personal data abuse Information on what to expect in the process related 50.6 44.5 52.0 58.9 47.5 47.0 34.5 40.4 51.0 51.7 48.7 49.4 39.8 53.4 51.6 41.2 to personal data abuse Other 1.6 2.5 0.0 0.0 0.0 1.9 7.9 5.3 .3 .2 .3 2.1 3.2 2.3 .1 4.9 N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Note: Highlighted fields indicate statistically significant differences among respondents at a significance level of 0.05.

Same as in the previous wave, in this one as well, the majority of respondents believe that the primary responsibility for the protection of personal data lies with the state and legislative framework (71.4%), followed by individuals themselves (64.7%). The responsibility of private companies or state institutions that request data is recognized by 45.1% of respondents, while 38.2% of citizens believe that the Commissioner for Information of Public Importance and Personal Data Protection is responsible for the protection of such data. For 17.0% of respondents, the responsibility also lies with the media, while 14.0% of them consider foreign governments responsible for data protection.

Kantar Serbia I TMG Insights 32  Graph 53. According to your opinion, who is primarily responsible for the protection of personal data? (MULTIPLE ANSWERS POSSIBLE), trend

State and legislative framework 71.4% 73.8% Individuals themselves 64.7% 65.3% Private companies or state institutions that request data 45.1% 44.5% Commissioner for Information of Public Importance and 2023 38.2% Personal Data Protection 40.6% 2020 Media 17.0% 18.3% International institutions 14.0% 16.8% Other 1.4% 0.9%

Men, citizens aged 18 to 49 compared to respondents 65+, as well as residents of urban areas believe that the responsibility for personal data protection rests with private companies or state institutions that request data. Respondents between the ages of 30 and 49 believe that individuals themselves are the most responsible for the protection of personal data in a larger percentage compared to citizens over 50, as well as secondary and high educated and residents of urban areas. The responsibility of the state and legislative frameworks is recognized in greater numbers by men, citizens aged 40 to 49 compared to the oldest respondents (65+), as well as residents of Belgrade compared to residents of Vojvodina and Šumadija and Western Serbia. Citizens aged 18 to 49, with secondary and higher education, as well as residents of urban areas believe that the institution of the Commissioner for Information of Public Importance and Protection of Personal Data is also responsible for the protection of personal data. The responsibility of international institutions is recognized to a greater extent by citizens aged 18 to 49 compared to the oldest population (65+), while the responsibility of the media is cited by more men than women.

Table 4: According to your opinion, who is primarily responsible for the protection of personal data? (based on respondents' socio-demographic characteristics) SETTLEM GENDER AGE EDUCATION REGION ENT TYPE Western Serbia

Eastern Serbia Belgrade area

Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64 Male

High 65+

Private companies or state institutions 50.6 39.9 49.8 51.0 48.6 40.6 36.0 42.3 45.0 51.2 50.1 47.4 40.7 42.5 48.1 40.6 that request data Individuals 64.2 65.1 62.6 74.6 69.7 60.1 56.7 56.2 69.2 69.0 67.9 64.6 62.0 64.7 67.4 60.7 themselves State and legislative 74.4 68.6 67.6 73.6 78.5 67.8 67.8 66.9 72.9 76.2 79.8 70.2 64.9 72.2 72.7 69.5 framework Commissioner for Information of Public Importance 35.7 40.5 45.7 49.1 46.5 30.9 19.8 28.6 42.3 46.2 42.6 38.7 34.7 37.4 43.7 30.2 and Personal Data Protection International 13.8 14.2 20.3 17.9 13.8 13.3 6.4 13.6 14.3 13.9 14.6 13.7 14.4 13.3 14.0 14.0 institutions Media 20.5 13.7 21.2 19.2 13.7 19.3 13.3 17.4 16.7 16.9 17.2 16.3 19.5 14.3 16.3 18.0 Other 1.2 1.5 0.0 0.0 0.0 1.0 5.6 3.8 .1 0.0 .4 1.9 2.3 .7 .3 3.0 N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Note: Highlighted fields indicate statistically significant differences among respondents at a significance level of 0.05.

Kantar Serbia I TMG Insights 33 When it comes to the opinion of citizens regarding the extent to which people like them are aware of the risks of personal data abuse, 43.6% of them believe that they are not aware, 30.9% are undecided, while 25.5% of respondents state that people are aware of the mentioned risk. There are no significant differences compared to the previous wave.

43.6% 25.5% believe that people like them are NOT believe that people like them ARE AWARE OF THE RISKS of personal AWARE OF THE RISKS of personal data abuse data abuse

Graph 54. In your opinion, to what extent are people like you aware of the risks of personal data abuse? (trend) Not aware at all 2 3 4 Very aware

2023 22.9% 20.6% 30.9% 13.5% 12.0%

2020 22.7% 20.4% 29.3% 12.9% 14.7%

Citizens with higher education are more likely than those with only primary school education to believe that people like them are aware of the risks of personal data misuse. There are no significant differences between respondents who have seen or heard about the "Keep It Personal." campaign and those who haven't.

Graph 55. According to your opinion, to what extent are people like you aware of the risks of personal data abuse? (Sum of % responses: 5 - Very aware and 4 – Aware to a certain extent, based on the socio-demographic characteristics of the respondents)

26.3% 24.8% 20.5% 26.1% 27.9% 31.7% 25.9% 24.5% 24.6% 27.5% 26.8% 23.6% 21.0% 21.2% 25.9% 33.6% Vojvodina Belgrade region

Urban area Secondary 65+

Primary

Eastern Serbia

Rural area Male

Female

High

Western Serbia 18-29

30-39

40-49

50-64

Southern and Šumadija and

The majority of citizens in Serbia believe that the risk of compromising (abusing) personal data is high (79.6%), with over half (53.5%) stating that the mentioned risk is very high. 17.6% of the respondents consider the risk to be moderate, while for 2.9% of citizens, the risk of compromising personal data is low. Although there are no significant differences compared to the previous wave, there is a slight increase in the number of citizens who believe that the risk of compromising personal data is high today (79.6% compared to 76.5% in 2020).

Kantar Serbia I TMG Insights 34  2.9% 79.6% believe that the risk of compromising believe that the risk of compromising (abusing) personal data today is LOW (abusing) personal data today is HIGH

Graph 56. How high would you say is the current risk of compromising (abusing) personal data? (trend) Very low 2 3 4 Very high .5% 2023 2.4% 17.6% 26.0% 53.5% 1.7% 2020 2.8% 19.0% 23.1% 53.4%

Women, citizens aged between 18 and 49, respondents with secondary and high education, as well as residents of urban areas, are more likely to consider the risk of compromising (abusing) personal data to be high today. There are no differences in the opinions of respondents who have seen or heard about the "Keep It Personal." campaign and those who haven't.

Graph 57. How high would you say is the current risk of compromising (abusing) personal data? (Sum of % responses: 5 - Very high and 4 – High to a certain extent, based on the socio-demographic characteristics of the respondents)

81.9% 81.1% 82.1% 86.8% 84.3% 83.5% 82.4% 80.8% 83.4% 77.0% 77.2% 69.7% 75.5% 80.3% 73.9% 70.9%

Šumadija and

Rural area 65+

Belgrade

Vojvodina

Urban area Male

Female

High

Eastern Serbia 18-29

30-39

40-49

50-64

Secondary Primary

Southern and region

Western Serbia

In this wave as well, more than half of the citizens (53.8%) believe that there is no difference between private companies and state institutions when it comes to the risk of compromising (abusing) data. For 21.6% of citizens, the risk of compromise is higher from private companies, while 5.6% of respondents believe that the risk is higher from state institutions. Other respondents (19.0%) state that they don't know or are unsure whether the risk of compromising personal data is higher from private companies or state institutions, or if it is equal.

Kantar Serbia I TMG Insights 35  Graph 58. Would you say that the risk of compromising (abusing) personal data is higher from private companies, from state institutions, or there is no difference? (trend)

21.6% It is higher from private companies 2023 24.3% 2020 5.6% It is higher from state institutions 6.8%

53.8% It is the same 51.8%

19.0% I don't know, I'm not sure 17.1%

The risk of compromising personal data is considered higher by a larger number of the oldest citizens (31.9%), compared to respondents aged between 30 and 39 years (16.3%) and 40 and 49 years (16.8%), as well as residents of Belgrade (26.8%) and Šumadija and Western Serbia (23.2%), compared to residents of Vojvodina (15.0%). The belief that the risk of data compromise from private companies and state institutions is equal is held by a larger number of citizens up to the age of 64 (over 50%), compared to the oldest population (38.2%), as well as those with secondary education (60.1%) and higher education (54.9%), compared to those with only primary education (44.3%). This belief is also held by a larger number of urban residents (58%) compared to rural residents (47.6%).

Citizens mostly believe that their personal data is lawfully used by the police/Ministry of Internal Affairs (56.3%), the military (55.2%), and healthcare institutions (54.2%). On the other hand, they have the least trust in social media platforms (9.3%), employment agencies (21.7%), and mobile and internet service providers (22.7%).

Graph 59. To what extent do you trust that the following institutions and organizations use your personal data lawfully?

I do not trust at all 2 3 4 I trust in complete

Police / Ministry of Internal Affairs 11.1% 8.9% 23.7% 23.0% 33.3% Military 9.2% 8.8% 26.8% 22.0% 33.2% Healthcare institutions 7.7% 10.3% 27.8% 24.5% 29.6% Educational institutions 7.1% 9.4% 33.2% 25.4% 25.0% Security services 13.9% 9.4% 27.7% 21.3% 27.7% Social welfare institutions 10.7% 12.4% 34.0% 22.4% 20.5% Tax authorities 13.5% 12.7% 35.1% 18.6% 20.1% Banks and financial institutions 15.2% 13.0% 35.3% 19.1% 17.4% Local authorities/ municipalities 16.7% 15.8% 34.8% 17.9% 14.8% Employers 16.9% 15.7% 39.0% 17.8% 10.6% Insurance companies 18.0% 18.2% 37.6% 15.7% 10.5% Mobile and internet service providers 26.2% 17.7% 33.4% 14.2% 8.5% Employment agencies 19.4% 18.9% 40.0% 13.5% 8.2% Social media 43.4% 22.0% 25.4% 5.1% 4.1%

Kantar Serbia I TMG Insights 36 Compared to the previous wave, in 2023, there has been a decrease in the number of citizens who believe that healthcare institutions, insurance companies, banks and financial institutions, educational institutions, mobile and internet service providers, and social media platforms use their personal data lawfully.

Graph 60. To what extent do you trust that following institutions and organizations use your personal data lawfully? (Sum of % responses: 5 - Completely trust and 4 – Trust to a certain extent), trend Healthcare institutions 54.2% 58.2% Insurance companies 26.2% 30.1% Banks and financial institutions 36.6% 42.0% Employers 28.4% 32.0% Police / Ministry of Internal Affairs 56.3% 57.6% Social welfare institutions 43.0% 46.9% Educational institutions 50.3% 55.8% 2023 Tax authorities 38.7% 41.6% 2020 Employment agencies 21.7% 23.7% Local authorities/ municipalities 32.7% 34.4% 22.7% Mobile and internet service providers 26.7% Social media 9.3% 11.9% Military 55.2% 57.2% Security services 49.0% 50.2%

Women, the oldest population (65+), those with only primary education, as well as residents of rural areas, are more likely to trust that certain private companies and state institutions use their personal data lawfully (Table 5).

Kantar Serbia I TMG Insights 37 Table 5: Please tell me to what extent you trust that following institutions and organizations use your personal data lawfully? (Sum of % responses: 5 - Completely trust and 4 – Trust to a certain extent, based on the socio- demographic characteristics of the respondents) SETTLEM GENDER AGE (%) EDUCATION (%) REGION (%) ENT TYPE (%) (%)

Belgrade region

Western Serbia

Eastern Serbia Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64 Male

High 65+ Healthcare 50.2 57.8 54.8 39.0 44.0 54.9 76.9 65.7 48.1 47.9 51.4 56.1 56.5 51.7 46.3 65.6 institutions Insurance 23.2 29.0 31.7 20.2 29.2 25.2 23.5 27.3 25.7 25.5 19.4 26.5 29.8 28.4 25.0 27.9 companies Banks and financial 29.7 43.0 39.5 30.3 39.9 35.7 35.9 34.5 37.8 37.1 31.3 38.2 36.1 40.8 36.7 36.4 institutions Employers 28.1 28.8 36.5 24.4 28.2 28.2 25.0 29.8 26.2 32.1 21.5 33.2 27.3 31.2 27.2 30.2 Police / Ministry of 51.1 61.2 58.1 44.7 51.8 50.7 74.5 65.7 51.9 49.9 55.7 57.8 56.1 55.5 50.9 64.2 Internal Affairs Social welfare 40.7 45.1 42.4 34.0 39.6 38.5 58.4 53.0 36.9 40.0 42.4 45.2 44.4 39.0 36.8 52.0 institutions Educational 45.5 54.8 57.6 38.4 48.1 45.3 60.5 54.8 47.5 49.4 50.8 50.1 49.8 50.8 47.7 54.2 institutions Tax authorities 37.3 40.1 31.6 34.0 38.8 36.3 50.8 45.3 34.4 37.8 37.8 42.9 36.6 37.3 33.6 46.2 Employment 22.6 21.0 28.1 20.5 20.6 22.7 17.6 20.6 22.8 20.8 17.9 21.4 23.7 23.6 20.7 23.3 agencies Local authorities/ 30.4 34.8 27.6 25.2 23.3 29.9 56.6 46.5 24.1 29.3 29.1 36.0 35.9 28.3 23.6 45.9 municipalities Mobile and internet 20.2 25.0 24.2 18.9 20.1 27.2 23.3 23.6 23.3 19.0 20.6 19.7 26.4 23.8 20.5 25.9 service providers Social media 9.3 9.2 12.7 13.7 9.8 8.7 2.6 5.3 11.4 11.4 8.4 7.5 9.9 11.6 10.0 8.2 Military 51.7 58.4 52.6 41.6 50.2 49.1 79.7 64.5 51.9 45.6 54.7 53.3 57.6 55.1 47.9 65.8 Security services 46.4 51.3 52.0 37.1 45.0 47.2 61.9 56.4 45.1 44.7 48.1 52.9 49.4 44.5 43.2 57.4 N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Note: Highlighted fields indicate statistically significant differences between respondents at a significance level of 0.05.

Kantar Serbia I TMG Insights 38 7. Awareness of Rights and Methods of Personal Data Protection

Similar to the previous wave, in this wave as well, the majority of respondents (62.0%) believe that citizens are not familiar with their rights regarding personal data protection. 29.1% of them are unsure whether citizens are aware or not, while only 8.8% believe that citizens are to a certain extent familiar with their rights. There are no significant differences compared to the previous wave (Graph 61).

62.0% 8.8% believe that citizens are NOT believe that citizens ARE FAMILIAR FAMILIAR with their rights regarding with their rights regarding personal personal data protection data protection

Graph 61. To what extent would you say that people are familiar with their rights regarding personal data protection? (trend)

Not familiar at all 2 3 4 Very familiar

2023 31.3% 30.7% 29.1% 5.9%2.9%

2020 30.4% 33.1% 27.0% 5.2% 4.3%

Women and high educated respondents are more likely to believe that citizens are familiar with their rights regarding personal data protection.

Graph 62. To what extent would you say that people are familiar with their rights regarding personal data protection? (Sum of % responses: 5 - Very familiar and 4 – Familiar to a certain extent, based on the socio-demographic characteristics of the respondents)

7.1% 10.4% 9.6% 10.6% 8.4% 8.8% 7.3% 7.0% 8.7% 13.3% 8.0% 10.0% 9.8% 7.1% 8.4% 9.4% Belgrade

Vojvodina

and Western

Urban area 65+

Primary

Secondary

Rural area Male

Female

High 18-29

30-39

40-49

50-64

Southern and region

Šumadija

Eastern Serbia

Serbia

Kantar Serbia I TMG Insights 39 When it comes to private companies, 44.6% of respondents are unsure whether citizens can exercise their rights regarding personal data protection, 35.3% believe they cannot, while 20.1% are of the opinion that they can. There are no significant differences compared to the previous wave.

Graph 63. When it comes to PRIVATE COMPANIES, to what extent do you believe that citizens can exercise their rights regarding personal data protection? (trend) They cannot at all 2 3 4 They can in complete

2023 12.9% 22.4% 44.6% 13.6% 6.4%

2020 15.0% 20.7% 43.6% 13.8% 6.9%

Women (22.7%) are more likely than men (17.3%) to believe that citizens can exercise their rights regarding personal data protection when it comes to private companies.

Citizens who believe that their rights to personal data protection cannot be exercised when it comes to private companies cite various reasons for such a stance. The most common reason mentioned is a lack of trust in private companies (29.2%), followed by the belief that companies hold significant power (20.2%), making it difficult to prove personal data abuse. In addition to these reasons, some citizens mention that if someone wants to obtain a service or a job, they must provide personal data even if they do not want to (8.7%), but also that the citizens are not sufficiently informed about their rights (8.5%). 7.7% of respondents consider the insufficient legal regulation of rights to be a reason for their belief.

Graph 64. Why do you think citizens cannot exercise their rights to personal data protection when it comes to PRIVATE COMPANIES? (N=427) (encoded based on spontaneous responses)

I don't trust private companies 29.2%

Companies have significant power 20.2% You have to provide personal data even if you don't want to 8.7% in order to receive services/employment Citizens are not sufficiently informed about their rights 8.5%

Rights are not sufficiently regulated by law 7.7%

Other 8.9%

I don't know/No answer 16.6%

More than a third of respondents (39.1%) state that they are not sure whether citizens can exercise their rights regarding the protection of personal data when it comes to state institutions. 36.5% of them believe that they can, while 24.4% of them are of the opinion that they cannot exercise these rights. There are no significant differences compared to the previous wave.

Kantar Serbia I TMG Insights 40  Graph 65. When it comes to STATE INSTITUTIONS, to what extent do you believe that citizens can exercise their rights to personal data protection? (trend)

They cannot at all 2 3 4 They can in complete

2023 9.8% 14.6% 39.1% 22.1% 14.4%

2020 9.7% 15.4% 38.3% 21.3% 15.3%

The results based on socio-demographic characteristics indicate that women, the oldest citizens (65+), those with only primary education, and residents of rural areas, to a greater extent, believe that citizens can exercise their rights to personal data protection when it comes to state institutions.

Graph 66. When it comes to STATE INSTITUTIONS, to what extent do you believe that citizens can exercise their rights to personal data protection? (aggregate % of responses 5 - They can in complete and 4 - They can to a certain extent, according to the soc

39.4% 48.7% 42.8% 43.5% 41.9% 33.3% 37.2% 35.6% 28.3% 33.6% 32.4% 35.5% 35.2% 33.6% 33.0% 32.8%

Šumadija and

Rural area Belgrade

Vojvodina

Southern and

Urban area Male

Female

Secondary

High 65+

Primary 18-29

30-39

40-49

50-64

region

Western

Eastern Serbia Serbia Similarly to when it comes to private companies, citizens who believe that rights to personal data protection cannot be exercised when it comes to state institutions most commonly cite reasons such as lack of trust in institutions (28.3%) and the opinion that institutions have significant power (26.1%), which they believe makes it difficult to prove personal dataabuse on their part. In addition to these reasons, it is also mentioned that personal data must be provided, even if one does not want to, in exchange for services or employment (10%), that rights are not sufficiently regulated by law (8.0%), and that the population is not sufficiently informed about their rights (5.8%). 4.7% of respondents believe that citizens cannot exercise their rights because they have no control over the use of their provided data.

Kantar Serbia I TMG Insights 41  Graph 67. Why do you think citizens cannot exercise their rights to personal data protection when it comes to STATE INSTITUTIONS? (N=295) (encoded based on spontaneous responses)

28.3% I do not trust the institutions Institutions have significant power 26.1% You have to provide personal data even if you don't want to 10.0% in order to receive services/employment Rights are not sufficiently regulated by law 8.0%

Citizens are not sufficiently informed about their rights. 5.8%

Citizens have no control over how their data is used 4.7%

Other 4.8%

I don't know/No answer 12.3%

We have asked citizens to what extent they would be willing to accept limitations on their rights to personal data protection. The results show that the majority of Serbian citizens are still willing to accept such limitations due to their personal security (69.5%), followed by reasons related to their health (68.3%). On the other hand, citizens are least willing to have their right to personal data protection limited for financial benefits such as discounts, coupons, gifts, and similar incentives (32.9%).

Graph 68: To what extent would you be willing to accept limitations on your right to personal data protection for the following reasons? I would not be willing at all 2 3 4 I would be completely willing

Due to personal security 7.0% 5.9% 17.6% 20.0% 49.5%

Due to one's own health 6.5% 6.6% 18.5% 19.7% 48.6%

Due to the health of others 7.6% 7.7% 25.0% 21.7% 38.0%

Due to national security 11.5% 7.2% 25.4% 19.4% 36.4%

Due to employment 11.3% 9.3% 31.2% 18.1% 30.1%

Due to education 12.3% 9.9% 32.9% 16.9% 28.0%

Due to some financial benefit (discount, 23.4% 12.4% 31.3% 13.0% 19.8% coupon, gift, etc.)

Compared to the previous wave, in 2023 there has been a decrease in the number of citizens willing to accept limitations on their right to personal data protection for the reasons of education (45% compared to 50.8% in 2020) and for some financial benefits such as discounts, coupons, gifts, and similar incentives (32.9% compared to 37.8% in 2020).

Kantar Serbia I TMG Insights 42  Grph 69. To what extent would you be willing to accept limitations on your right to personal data protection for the following reasons? (sum % of responses 5 - I would be completely willing and 4 - I would be somewhat to a certain extent), trend

Due to personal security 69.5% 72.0%

Due to one's own health 68.3% 71.3%

Due to the health of others 59.7% 60.9% 55.8% 2023 Due to national security 56.9% 2020 Due to employment 47.7% 51.5%

Due to education 45.0% 50.8%

Due to some financial benefit (discount, 32.9% coupon, gift, etc.) 37.8%

Results based on the socio-demographic characteristics of the respondents show that women, compared to men, are more willing to accept limitations on their right to personal data protection for national security reasons. Citizens aged 65 and older are also more willing to accept limitations on their rights for personal and national security reasons, as well as for their own health and the health of others. On the other hand, citizens aged up to 49 are more willing than older individuals to accept limitations on their right to personal data protection for education, employment, and financial benefits. Citizens with primary education and residents of rural areas are more willing to accept limitations on their right to personal data protection for personal security, national security, their health, and the health of others. Residents of Vojvodina, Šumadija and Western Serbia, and Southeast Serbia are more willing than residents of Belgrade to accept limitations on their right to personal data protection for national security (Table 6).

Table 6: To what extent would you be willing to accept limitations on your right to personal data protection for the following reasons? (sum % of responses 5 - I would be completely willing and 4 - I would be willing to a certain extent, according to the socio-demographic characteristics of the respondents.

SETTLEM GENDER AGE (%) EDUCATION (%) REGION (%) ENT TYPE (%) (%) Western Serbia

Eastern Serbia Belgrade area

Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64 Male

High 65+

Due to personal 67.0 71.9 69.1 67.6 68.1 59.0 82.5 74.5 66.2 68.9 65.0 72.3 71.1 68.9 65.3 75.6 security Due to national 52.1 59.2 53.8 50.0 54.8 47.0 71.2 65.3 50.3 52.2 45.8 58.2 58.7 59.8 49.3 65.2 security Due to one's own 67.6 68.9 73.6 64.5 66.1 57.6 78.9 73.1 65.0 67.9 63.6 68.5 70.1 70.7 63.6 75.2 health Due to the health 57.9 61.3 53.9 58.3 62.5 50.3 70.8 64.6 56.8 57.8 53.7 59.1 63.0 62.4 55.8 65.3 of others Due to education 43.7 46.2 48.8 51.9 52.0 38.1 34.1 41.9 46.1 48.2 43.0 42.3 46.3 48.6 47.2 41.7 Due to 45.6 49.6 50.5 60.4 55.7 40.1 32.5 43.6 48.7 53.2 41.9 47.5 48.8 52.6 50.8 43.1 employment Due to some 31.7 33.9 37.5 32.6 40.3 32.5 20.8 33.8 31.9 34.1 29.3 33.7 32.0 36.8 35.0 29.8 financial benefit N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Note: Highlighted fields indicate statistically significant differences between respondents at a significance level of 0.05.

Kantar Serbia I TMG Insights 43 As in the previous wave, in 2023, over half of the respondents (55.7%) stated that if they suspected unauthorized processing of their personal data, they would first report it to the police. 28.0% of them would first contact the Commissioner for Information of Public Importance and Personal Data Protection, while 5.8% would reach out to the prosecutor's office.

Graph 70. If you suspected that someone unauthorized is processing your personal data, who would you first report it to? (trend)

55.7% To the police 54.6%

To the Commissioner for Information of Public Importance 28.0% and Personal Data Protection 28.8% 2023 2020 5.8% To the prosecutor's office 6.9%

10.5% I would not report it to anyone 9.7%

Differences based on socio-demographic characteristics show that in case of knowledge that someone unauthorized is processing their data, a larger number of the oldes citizens (65+) would report it to the police compared to those aged 30 to 64, as well as individuals with only a primary school education and residents of rural areas would also turn to the police more frequently. On the other hand, men and residents of rural areas would be more likely to contact the prosecutor's office. The Commissioner for Information of Public Importance and Personal Data Protection would be approached by respondents aged 18 to 64, those with higher education, and residents of urban areas in larger numbers (Table 7). Table 7: If you thought someone unauthorized was processing your personal data, who would you first turn to? (% by respondents' socio-demographic characteristics) SETTLEM GENDER AGE (%) EDUCATION (%) REGION (%) ENT TYPE (%) (%) Belgrade region

Western Serbia

Eastern Serbia Šumadija and

Southern and

Urban area Secondary

Rural area Vojvodina Primary Female

18-29

30-39

40-49

50-64 Male

High 65+

Police 54.1 57.2 57.3 44.1 52.3 54.7 68.3 66.7 52.9 40.8 54.6 54.1 57.1 57.0 52.0 61.0 Prosecutor's office 8.2 3.6 7.9 7.3 3.9 4.8 5.9 6.8 5.4 4.7 4.5 6.7 8.0 3.2 4.5 7.6 The Commissioner for Information of Public Importance 25.4 30.4 27.3 39.9 36.7 28.4 8.7 11.9 32.7 48.2 30.6 30.1 23.2 28.9 33.8 19.6 and Personal Data Protection I would not turn to 12.3 8.8 7.5 8.7 7.1 12.1 17.2 14.6 9.0 6.3 10.3 9.1 11.7 10.9 9.6 11.8 anyone N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Note: Highlighted fields indicate statistically significant differences among respondents at a significance level of 0.05.

Respondents who have seen or heard about the "Keep It Personal." campaign would primarily turn to the Commissioner for Information of Public Importance and Personal Data Protection in case they become aware of unauthorized processing of their personal data, and this is significantly higher compared to those who haven't (48.9% vs. 26.0%). On the other hand, a significantly higher number of respondents who haven't

Kantar Serbia I TMG Insights 44 seen or heard about the campaign would first turn to the police (57.8%) compared to those who have (33.6%).

Graph 71. If you thought someone unauthorized was processing your personal data, who would you turn to first? (based on familiarity with the "Keep It Personal." campaign) Respondents who have seen or heard for the campaign "Keep It Personal." (N=107) Respondents who have not seen or heard for the campaign (N=1104)

33.6% Police 57.8%

The Commissioner for Information of 48.9% Public Importance and Personal Data Protection 26.0%

10.2% The prosecutor's office 5.4%

7.2% I would not turn to anyone 10.8%

Out of the 127 respondents in this wave who indicated that they wouldn't turn to anyone if they believed someone unauthorized was processing their personal data, 44.5% wouldn't do so because they don't believe in a positive outcome, 37.0% because they don't know how or to whom, 7.0% due to the belief that the process takes a long time, and 6.6% wouldn't do so because they consider the process too complicated. Although there are no significant differences compared to the previous wave, there is an noticeable increase in the number of respondents who wouldn't turn to anyone because they don't believe in a positive outcome (Graph 72).

Graph 72. Why wouldn't you turn to anyone? (trend)

I don't believe in a positive outcome 44.5% 32.9%

I don't know how and to whom 37.0% 36.7% 2023 (N=127) The process takes too long 7.0% 13.5% 2020 (N=117) The process is too complicated 6.6% 11.1%

Other 4.9% 5.8%

Similar to the previous wave, every second citizen (52.1%) states that their personal data has not been compromised so far, 38.7% do not know or are not sure whether it has or has not been compromised, while 9.2% mention that their personal data has been compromised. Out of 111 respondents whose personal data has been compromised, 47.6% of them have addressed this issue to someone, while 52.4% have not done so. In this wave, there has been a significant increase in the number of citizens who report having approached someone regarding the compromise of their personal data, while the percentage of those who have not addressed anyone has significantly decreased.

Kantar Serbia I TMG Insights 45  Graph 73. Please tell me if your Graph 74. Have you turned to personal data has been anyone regarding this issue? compromised so far. 2023 (N=111) 2020 (N=141) 2023 2020

9.2% 47.6% Yes Yes, I 11.6% have 28.7%

52.1% No 50.6% 52.4% No, I I do not know, I 38.7% haven't 71.3% am not sure 37.9%

Out of 53 respondents who have addressed someone regarding the compromise of their data, the majority of them (63.1%) approached the company or institution that violated their rights. Regarding this issue, 39.1% of them contacted the police, 34.4% reached out to their family, friends, or colleagues, while 19.7% contacted the Commissioner for Information of Public Importance and Personal Data Protection. (Graph 75.) Among those who approached the Commissioner's office, the highest percentage (94.3%) reported having a positive experience with this institution. (Graph 76.) Graph 75. Who did you turn to? Graph 76. How would you rate (MULTIPLE ANSWERS POSSIBLE) your experience with the 2023 (N=53) 2020 (N=41) Commissioner for Information of Public Importance and Personal Data Protection? The company or institution that 63.1% (N=10, small baze) compromised my rights 60.9%

The Police 39.1% Very negatively Mostly negatively 37.7%

My family, friends, colleagues 34.4% Mostly positively Very positively 33.9% The Commissioner for Information of 19.7% Public Importance and Personal… 17.3% 5.7% 84.3% 10.0% A lawyer 13.9% 16.0%

A court 10.6% 7.6%

The media 1.3% 3.0%

When it comes to the awareness of citizens about the work of the Commissioner for Information of Public Importance and Personal Data Protection, the results are similar to the previous wave. Slightly over half of the respondents (52.4%) state that they are not familiar with the work of the Commissioner's institution, 45.2% of them are somewhat familiar with its work, while 2.4% mention being very familiar with the work of the mentioned institution. The majority of respondents who are familiar with the work of the Commissioner for Information of Public Importance and Personal Data Protection (78.4%) believe that this institution can ensure the protection of personal data.

Kantar Serbia I TMG Insights 46  47.6% 78.4% of citizens are FAMILIAR WITH THE of citizens who are familiar with WORK of the institution of the the work of the Commissioner's COMMISSIONER FOR INFORMATION institution believe that this OF PUBLIC IMPORTANCE AND institution CAN ENSURE THE PERSONAL DATA PROTECTION PROTECTION OF THEIR PERSONAL DATA

Graph 77. To what extent are you Graph 78. Do you think this institution can familiar with the work of the provide protection for your personal data? Commissioner for Information of (trend) Public Importance and Personal Data Protection? (trend) It certainly can It probably can 2023 2020 It probably cannot It certainly cannot

2.4% 2023 2.8% To a great extent 8.9% 69.5% 18.8% 2.8% (N=577)

2020 2.6% 45.2% 10.3% 68.3% 18.7% To a certain extent (N=572) 44.2%

52.4% Not at all 53.0%

Citizens under the age of 65, highly educated individuals, residents of urban areas, as well as residents of Belgrade, are more familiar with the work of the Commissioner for Information of Public Importance and Personal Data Protection compared to residents of Šumadija and Western Serbia.

Graph 79. To what extent are you familiar with the work of the Commissioner for Information of Public Importance and Personal Data Protection? (sum of % responses Yes, very and Yes, to a certain extent, according to respondents' socio-demographic characte

50.2% 45.2% 48.1% 53.5% 62.5% 46.7% 51.6% 67.7% 53.3% 48.6% 55.1% 40.8% 49.1% 36.7% 25.8% 32.5% Vojvodina Belgrade region

Urban area High

Eastern Serbia 65+

Primary Female Male

Secondary

Western Serbia

Rural area 18-29

30-39

40-49

50-64

Southern and Šumadija and

Women and young people aged 18 to 29, who are familiar with the work of the Commissioner, are significantly more likely to believe that this institution can provide protection for their personal data.

Kantar Serbia I TMG Insights 47  Graph 80. Do you think this institution can provide protection for your personal data? (% sum of responses "It certainly can" and "It probably can", according to respondents' socio-demographic characteristics)

93.4% 84.3% 82.6% 77.1% 81.5% 75.8% 79.1% 72.7% 76.4% 74.1% 72.6% 79.4% 75.4% 81.0% 78.2% 79.0%

Vojvodina

Rural area Belgrade region

Urban area Female

High Secondary

Eastern Serbia 65+

Primary Male

Western Serbia 18-29

30-39

40-49

50-64

Southern and Šumadija and Citizens who have seen or heard the campaign "Keep It Personal." are significantly more familiar with the work of the Commissioner compared to those who haven't (Graph 81). Additionally, respondents who have seen or heard the campaign and who are familiar with the work of the Commissioner, in a significantly larger number, state that this institution can provide protection for their personal data (Graph 82).

Graph 81. To what extent are you familiar Graph 82. Do you think this institution with the work of the Commissioner for can provide protection for your personal Information of Public Importance and data? (sum of % responses It certainly Personal Data Protection? (sum of % can and It probably can, based on responses Very familiar and Familiar to a familiarity with the campaign “Keep It certain extent, according to familiarity Personal.”) RESPONDENTS FAMILIAR WITH with the campaign) THE COMMISSIONER'S WORK

Respondents who have seen or heard for the campaign Respondents who have seen or heard for the campaign "Keep It Personal." (N=107) "Keep It Personal." (N=95) Respondents who have not seen or heard for the campaign Respondents who have not seen or heard for the campaign (N=1104) (N=482)

88.5% 87.0%

43.6% 76.7%

Kantar Serbia I TMG Insights 48

Istraživanje javnog mnjenja

Percepcija građana o zaštiti podataka o ličnosti Drugi talas istraživanja

Istraživanje je sprovedeno u okviru projekta Misije OEBS-a u Srbiji “Konsolidovanje procesa demokratizacije u sektoru bezbednosti u Republici Srbiji”, uz finansijsku podršku Švedske agencije za međunarodnu razvojnu saradnju (Sida). Stavovi izraženi u istraživanju ne predstavljaju nužno zvaničan stav Misije OEBS-a u Srbiji niti Švedske agencije za međunarodnu razvojnu saradnju.

Kantar Serbia I TMG Insights Sadržaj

1. Ciljevi i metodologija istraživanja 3

2. Sažetak ključnih nalaza 5

3. Opšti stavovi i ponašanje u vezi sa podacima 7

4. Informisanost o zaštiti podataka o ličnosti u poslednjih godinu dana 10

5. Stavovi i ponašanje prema podacima o ličnosti 15

6. Svest o zaštiti i rizicima od zloupotrebe podataka o ličnosti 25

7. Svest o pravima i načinu zaštite podataka o ličnosti 37

Kantar Serbia I TMG Insights 2 1. Ciljevi i metodologija istraživanja

1.1 Ciljevi istraživanja

Istraživanje percepcije građana o zaštiti podataka o ličnosti naručila je Misija OEBS-a u Srbiji 1, za potrebe institucije Poverenika za informacije od javnog značaja i zaštitu podatka o ličnosti. Istraživanje je realizovala agencija TMG Insights, sa ciljem da se istraži:  Poznavanje i percepcija podataka o ličnosti  Odnos prema zaštiti podataka o ličnosti  Svest o rizicima zloupotrebe podataka o ličnosti  Svest o pravima u vezi sa zaštitom podataka o ličnosti  Znanje o konceptu zaštite podataka o ličnosti  Stavovi o ulozi Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti  Svest o kampanji „Neka ostane lično.“

Kako je jedan od ciljeva istraživanja bio i ispitati svest o kampanji „Neka ostane lično.“ i njen indirektan uticaj na građane, u izveštaju su pored poređenja rezultata dva talasa i socio-demografskih razlika između ispitanika, prikazane i pojedine razlike između ispitanika koji su upoznati sa kampanjom i onih koji nisu. Treba imati u vidu da je kampanja realizovana u periodu od maja do juna 2022. godine, dok je istraživanje realizovano u periodu od aprila do maja 2023. godine i to telefonskim putem.2

1.2 Metodološki opis

Upitnik je modifikovan u saradnji sa predstavnicima Misije OEBS-a u Srbiji i institucije Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti, imajući u vidu prethodni talas istraživanja, a u cilju praćenja trendova i beleženja promena. U ovom talasu su dodata pitanja koja se tiču informisanja o zaštiti podataka o ličnosti u toku poslednjih godinu dana i upoznatosti sa kampanjom „Neka ostane lično.“.  Opšti stavovi i ponašanje u vezi sa podacima o ličnosti  Informisanost o zaštiti podataka o ličnosti u poslednjih godinu dana  Stavovi i ponašanje prema podacima o ličnosti  Svest o zaštiti i rizicima od zloupotrebe podataka o ličnosti  Svest o pravima i načinu zaštite podataka o ličnosti

U skladu sa prethodnim talasom istraživanja i ovaj talas je realizovan telefonskim putem.  Period realizacije: od 28. aprila do 25. maja 2023. godine  CATI (telefonsko intervjuisanje uz pomoć računara)  Intervju je trajao oko 15 minuta

1 U okviru projekta Konsolidovanje procesa demokratizacije sektora bezbednosti u Republici Srbiji koji finansijski podržava vlada Švedske. 2 Svest o kampanji ispitana je preko pitanja - Da li ste videli ili čuli za kampanju o zaštiti podataka ličnosti, koja je bila sprovedena od maja do jula prošle godine, pod nazivom “Neka ostane lično.”?

Kantar Serbia I TMG Insights 3 Primenjen je stratifikovani kombinovani uzorak, koji reprezentuje punoletnu (18+) populaciju Srbije i odražava ključne socio-demografske kategorije prema zvaničnoj populacionoj statistici.  N = 1211 ispitanika  Pokrivenost: Srbija, urbana i ruralna područja  Stratifikacija po regionima i vrsti naselja  Podaci su ponderisani prema godinama, polu i obrazovanju

Struktura uzorka

%

Muškarci 48% Pol Žene 52% 18-29 18% 30-39 17% Godine 40-49 25% 50-64 19% 65+ 21% Beogradski region 23% Vojvodina 27% Region Šumadija i zapadna Srbija 28% Južna i istočna Srbija 22% Grad 59% Tip naselja Selo 41% Osnovno obrazovanje 35% Obrazovanje Srednje obrazovanje 49% Više i visoko obrazovanje 16% UKUPNO 100%

Kantar Serbia I TMG Insights 4 2. Sažetak ključnih nalaza

Rezultati drugog talasa istraživanja pokazuju da većina građana Srbije primećuje da se u poslednjih godinu dana više govori o zaštiti podataka o ličnosti. Međutim i u ovom talasu rezultati pokazuju da građani nisu u dovoljnoj meri upoznati sa temom upotrebe i zaštite podataka o ličnosti, ali da je i dalje smatraju generalno važnom.

Terminologija prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti je relativno nepoznata. I pored rasta broja onih koji smatraju da su građani u dovoljnoj meri obavešteni o ovoj temi, kao i da su dostupne informacije jasne, i u ovom talasu preovlađuje mišljenje da javnost nije dovoljno obaveštena i da dostupne informacije o zaštiti podataka o ličnosti nisu dovoljno jasne.

Većina navodi da nije upoznata sa svojim pravima na zaštitu podataka o ličnosti i iskazuje potrebu za informacijama o tome ko može da im traži lične podatke, kome mogu da se obrate u slučaju zloupotrebe podataka, kakva su im prava na zaštitu podataka i šta je sve ugrožavanje podataka o ličnosti.

Građani su o temi zaštite podatka o ličnosti u najvećoj meri imali prilike da saznaju preko televizije i internet portala. Preko internet stranice Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti, o pomenutoj temi se informisalo 18,8%. Broj građana koji se informisao preko internet stranice Poverenika značajno je porastao u poređenju sa prethodnim talasom (13,4% u 2020.godini).

Iako većina ne pravi razliku između privatnih kompanija i državnih institucija kada je reč o prikupljanju, obradi, korišćenju i čuvanju njihovih podataka o ličnosti, građani su nešto spremniji da svoje podatke o ličnosti daju državnim institucijama, nego privatnim kompanijama. Iskazuje se nešto veći oprez prema privatnim kompanijama, a broj građana koji nije spreman da neke od svojih podataka pruži privatnim kompanijama, porastao je u ovom talasu.

Građani smatraju da svoje podatke o ličnosti štite u određenoj meri (39,8% umereno, a 28,9% u velikoj meri ili u potpunosti). Međutim, i u ovom talasu, preovlađuje mišljenje da je rizik od ugrožavanja (zloupotrebe) podataka o ličnosti visok (80% građana), a zabrinutost kako se njihovi podaci o ličnosti koriste od strane nekih institucija/kompanija je porasla. U ovom talasu za veliki broj institucija primetan je pad poverenja da se podaci o ličnosti koriste na zakonit način. Takođe, raste i zabrinutost, da bi njihovim podacima na internetu i društvenim mrežama, bez njihovog znanja ili dozvole, mogli da pristupe oglašivači i reklamne agencije.

Kao i u prethodnom talasu, policija, a zatim Poverenik za informacije od javnog značaja i zaštitu podataka o ličnosti bi bile prve tačke obraćanja u situaciji sumnje na zloupotrebu podataka o ličnosti. Svaki deseti građanin navodi da se nikome ne bi obratio, a kao razloge navodi to što ne veruje u pozitivan ishod, jer ne zna kako i kome, ali i zbog uverenja da proces dugo traje ili da je isuviše komplikovan.

Kada je u pitanju dosadašnje iskustvo, svaki drugi građanin smatra da mu podaci o ličnosti do sada nisu bili ugroženi, dok sa druge strane gotovo 38,7% ne zna i nije sigurno, a nešto manje od 10% smatra da su bili ugroženi. Broj građana koji navodi da se nekome obratio povodom ugrožavanja njihovih podataka o ličnosti značajno se povećao u odnosu na prethodni talas (47,6%, u poređenju sa 28,7% u 2020.godini).

Skoro polovina građana (47,6%) je upoznata sa radom institucije Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti, a većina onih koja je upoznata (78,4%), iskazuje pozitivan stav i smatra da ova institucija može da im obezbedi zaštitu podataka o ličnosti.

Kantar Serbia I TMG Insights 5 Nešto ispod 10% ispitanih navodi da je videlo ili čulo za kampanju o zaštiti podataka o ličnosti, koja je sprovedena od maja do jula prošle godine, pod nazivom „Neka ostane lično.“. Svaki drugi ispitanik koji je video ili čuo za kampanju navodi da ju je pokrenula institucija Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti. Iako je broj onih koji navode da su videli ili čuli za kampanju relativno nizak (što može da bude odraz perioda i metodologije istraživanja), postoje značajne razlike između ispitanika koji su upoznati sa kampanjom i onih koji nisu. Građani koji su videli ili čuli za kampanju češće navode da su upoznati sa temom zaštite podataka o ličnosti, smatraju da je javnost u dovoljnoj meri obaveštena o ovoj temi i da su dostupne informacije jasne. Takođe, upoznatiji su sa institucijom Poverenika i u većoj meri smatraju da im ova institucija može pomoći u zaštiti njihovih podataka o ličnosti.

Rezultati prema socio-demografskim karakteristikama ispitanika, pokazuju da su posebno osetljive grupe stariji, niže obrazovani i građani iz seoskih sredina, koji su ujedno i manje zainteresovani za ovu temu, pa bi dalja komunikacija trebalo da se prilagodi ovim ciljnim grupama.

Kantar Serbia I TMG Insights 6 3. Opšti stavovi i ponašanje u vezi sa podacima

Oko 79,5% građana Srbije koristi internet, očekivano više mlađi, obrazovaniji i žitelji gradskih sredina. Internet na mobilnom telefonu koristi 78,8% građana, od kojih 76,2% to čini svakodnevno, dok svaki drugi ispitanik (50,3%) svakodnevno koristi internet i/ili na računaru. Kada je reč o posećenosti društvenih mreža, Facebook svakodnevno posećuje 52,0% građana, Instagram 50,3%, dok Youtube svaki dan posećuje 45,8% ispitanih (Grafik 1).

Grafik 1. Interesuje nas da li i koliko često koristite...? Svakodnevno Nekoliko puta nedeljno Nekoliko puta mesečno Ređe Nikada

Internet na računaru 50.3% 9.3% 3.0% 5.4% 32.1% 0.3% Internet na mobilnom telefonu 76.2% 1.4% 0.9% 21.2% Online (internet) i mobilno bankarstvo 2.1% 26.2% 33.2% 6.4% 32.1% 2.6% Bankomate 15.4% 43.1% 15.0% 24.0% 2… Online kupovinu (na internetu) 5.3% 32.0% 30.1% 30.6% Facebook 52.0% 9.8% 4.4% 3.7% 30.0% Instagram 50.3% 7.2%3.4% 4.3% 34.9% Youtube 45.8% 20.2% 6.8%3.8% 23.4%

Najveći broj internet korisnika (82,0%) navodi da ostavlja svoje podatke kao što su ime, prezime, adresa, email i sl. kada je na internetu i društvenim mrežama, dok 64,2% ostavlja podatke o tome gde se nalazi. Većina na internetu i društvenim mrežama postavlja i fotografije, najčešće svoje (80,4%), dok 65,8% postavlja i slike svojih prijatelja, a 62,0% slike svoje porodice. 3

Grafik 2. Koliko često radite sledeće stvari kada ste na internetu i društvenim mrežama…? (ISPITANICI KOJI KORISTE INTERNET, N=963)

Uvek Skoro uvek Povremeno Nikada 2.1% Ostavljate podatke o tome gde se nalazite, svoju 10.2% 51.8% 35.8% lokaciju 4.2% Postavljate svoje slike 9.1% 67.1% 19.6%

1.4% Postavljate slike svoje porodice 4.1% 56.5% 38.0%

1.9% Postavljate slike svojih prijatelja 4.5% 59.3% 34.2%

Ostavljate svoje podatke kao što su ime, prezime, 12.0% 22.3% 47.8% 18.0% adresa, email i sl. (prilikom kupovine i sl.)

3 Pitanje „Koliko često radite sledeće stvari kada ste ne internetu i društvenim mrežama...?“ je dodato u 2023. godine i nije ga bilo u prošlom talasu.

Kantar Serbia I TMG Insights 7 Kada je u pitanju „politika kolačića“, 53,7% korisnika interneta navodi da ih čita, od čega ih 36,7% čita povremeno, 10,9% skoro uvek, dok 6,1% to čini uvek. S druge strane, druga polovina 46,3% nikada ne čita „politiku kolačića“.4

Grafik 3. Koliko često čitate „politiku kolačića“ (cookie policy)? (ISPITANICI KOJI KORISTE INTERNET, N=963) Uvek Skoro uvek Povremeno Nikada

6.1% 10.9% 36.7% 46.3%

Od 354 ispitanika sa detetom/decom mlađom od 15 godina, 85,3% njih ima dete/decu koja koriste mobilni telefon koji omogućava pristup internetu. Kod većine roditelja (86,8%) preovlađuje mišljenje da bi privatnost njihovog deteta mogla biti ugrožena usled korišćenja mobilnog telefona, 7,8% njih smatra da privatnost ne bi bila ugrožena, dok 5,4% navodi da ne zna, odnosno da nije sigurno da li bi korišćenje mobilnog telefona ugrozilo privatnost njihovog deteta.

Grafik 4. Da li vaše dete/deca Grafik 5. Da li smatrate da privatnost koriste mobilni telefon koji vašeg deteta može biti ugrožena usled omogućava pristup internetu? korišćenja mobilnog telefona? (N=354) (N=354) Da, koristi Ne, ne koristi Da, sigurno 43.5%

13.1% Da, verovatno 43.3%

Ne, uopšte ne 7.8%

Ne znam, nisam 86.9% 5.4% siguran/na

Većina roditelja, čija deca koriste mobilni telefon koji omogućava pristup internetu, navodi da ne koristi aplikacije za nadgledanje deteta i/ili postavljanje granica kretanja deteta u prostoru i posećivanja internet sajtova (61,7%) i to najčešće jer nemaju potrebe za tim (32,6%), a zatim jer fizički kontrolišu šta im deca rade na internetu (23,7%). S druge strane, 38,3% navodi da koristi pomenute aplikacije, i to pre svega zbog kontrole vremena koje dete provodi na internetu i sadržaja koji gleda (62,1%), a zatim zbog bezbednosti deteta (31,0%).

4 Pitanje „Koliko često čitate „politiku kolačića“ (cookie policy)?“ je dodato u 2023. godine i nije ga bilo u prošlom talasu.

Kantar Serbia I TMG Insights 8  Grafik 7. Zašto ne koristite Grafik 8. Zašto koristite takve takve aplikacije? (N=190), Grafik 6. Da li koristite neku od aplikacije? (N=118), kodirano kodirano na osnovu aplikacija za nadgledanje deteta na osnovu spontanih spontanih odgovora i/ili postavljanje granica kretanja odgovora deteta u prostoru i posećivanja internet sajtova? Zbog kontrole Nemam potrebu za (N=308) vremena koje dete 32.6% 62.1% tim provodi na internetu i Da, koristi Ne, ne koristi sadržaja koje gleda Fizički kontrolišemo šta dete radi na 23.7% internetu Zbog bezbednosti 31.0% Imaju poverenja u 18.7% decu 38.3% Nisu čuli za takve Zbog kontrole 9.3% 6.1% aplikacije lokacije deteta 61.7% Drugo 6.9%

Ostalo .8% Ne znam/BO 8.9%

U poređenju sa prethodnim talasom broj roditelja koji navodi da koristi pomenute aplikacije značajno je porastao (38,3%, u poređenju sa 25,7% u 2020. godini), dok se broj onih koji ne koriste ove aplikacije značajno smanjio (61,7%, u poređenju sa 74,3% u 2020. godini).

Grafik 9. Da li koristite neku od aplikacija za nadgledanje deteta i/ili postavljanje granica kretanja deteta u prostoru i posećivanja internet sajtova?

38.3% Da 25.7% 2023 (N=308)

2020 (N=304)

61.7% Ne 74.3%

Kantar Serbia I TMG Insights 9 4. Informisanost o zaštiti podataka o ličnosti u poslednjih godinu dana5

Pitali smo građane u kojoj meri primećuju da se poslednjih godinu dana više govori o zaštiti podataka o ličnosti. Rezultati pokazuju da većina građana (59,9%) primećuje da se više govori o zaštiti podataka o ličnosti, od čega 14,2% primećuje da se mnogo više govori, dok je 45,7% mišljenja da se nešto više govori nego ranije. S druge strane, 40,1% ispitanih navodi da ne primećuje da se u poslednjih godinu dana više govori o pomenutoj temi (Grafik 10).

Grafik 10. Da li i u kojoj meri primećujete da se poslednjih godinu dana više govori o zaštiti podataka o ličnosti?

Da, mnogo više Da, nešto više Ne, uopšte

40.1% 14.2% 59,9% primećuje da se u poslednjih godinu dana VIŠE GOVORI O 45.7% ZAŠTITI PODATAKA O LIČNOSTI

Žene, građani mlađi od 65 godina, visokoobrazovani ispitanici, žitelji gradskih sredina, kao i stanovnici Beograda, u poređenju sa žiteljima Šumadije i Zapadne Srbije, u značajno većem broju primećuju da se u poslednjih godinu dana više govori o zaštiti podataka o ličnosti.

Grafik 11. Da li i u kojoj meri primećujete da se poslednjih godinu dana više govori o zaštiti podataka o ličnosti? (zbir % odgovora Da, mnogo više i Da, nešto više, prema socio-demografskim karakteristikama ispitanika)

67.4% 68.2% 75.0% 66.4% 62.8% 61.2% 66.8% 65.4% 57.9% 54.1% 62.9% 66.6% 56.8% 50.1% 36.8% 44.9% Ženski

Osnovno

Visoko 65+

Vojvodina

Selo Muški

Beogradski region

Južna i Istočna Zapadna Srbija

Grad 18-29

30-39

40-49

50-64

Srednje

Šumadija i

Srbija

5 Pitanja u ovom poglavlju su dodata u 2023. godini i nije ih bilo u prvom talasu.

Kantar Serbia I TMG Insights 10 Od 725 ispitanika koji primećuju da se u poslednjih godinu dana više govori o zaštiti podataka o ličnosti, većina (79,3%) navodi da su im informacije koje su čuli pomogle da saznaju nešto novo u vezi sa zaštitom podataka o ličnosti, od čega 63,8% navodi da su im pomogle u maloj meri, a 15,5% da su im pomogle u velikoj meri. S druge strane, 20,7% ispitanika, koji primećuju da se poslednjih godinu dana više govori o pomenutoj temi, navodi da im informacije koje su čuli nisu pomogle da saznaju nešto novo u vezi sa zaštitom podataka o ličnosti.

Grafik 12. Da li su vam te informacije pomogle da saznate nešto novo u vezi sa zaštitom podataka o ličnosti? (ISPITANICI KOJI SU PRIMETILI DA SE VIŠE GOVORI, N=725)

Da, u velikoj meri Da, u maloj meri Ne

20.7% 15.5% 79,3% građana, koji primećuju da se u poslednjih godinu dana više govori o zaštiti podataka o ličnosti, navodi DA SU IM INFORMACIJE KOJE SU ČULI POMOGLE DA SAZNAJU 63.8% NEŠTO NOVO U VEZI SA OVOM TEMOM

Ispitanici koji su naveli da su im informacije koje su čuli pomogle da saznaju nešto novo, najčešće navode da su saznali ko može da im traži podatke o ličnosti (46,7%), a zatim kome mogu da se obrate u slučaju zloupotrebe podataka o ličnosti (43,7%). Pored pomenutog, 37,5% navodi da je saznalo informacije o tome šta je ugrožavanje podataka o ličnosti iz realnog života, 36,6% je saznalo šta je to podatak o ličnosti, trećina (33,4%) je saznala za instituciju Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti, dok 26,6% navodi da je saznalo neke informacije o pravima građana na zaštitu podataka o ličnosti.

Grafik 13. Šta ste novo saznali kada je reč o zaštiti podataka o ličnosti? (ISPITANICI KOJI SU SAZNALI NEŠTO NOVO, N=575) (MOGUĆE VIŠE ODGOVORA)

Ko može da nam traži podatke o ličnosti 46.7%

Kome možemo da se obratimo u slučaju zloupotrebe podataka 43.7% o ličnosti

Šta je ugrožavanje podataka o ličnosti iz realnog života 37.5%

Šta je to podatak o ličnosti 36.6%

Za instituciju Poverenika za informacije od javnog značaja i 33.4% zaštitu podataka o ličnosti

Koja su naša prava na zaštitu podataka o ličnosti 26.6%

Kantar Serbia I TMG Insights 11 Od 575 ispitanika koji su naveli da su im informacije o zaštiti podataka o ličnosti pomogle da saznaju nešto novo, više od polovine (61,4%) navodi da su one imale uticaj na promenu njihovog ponašanje u vezi sa zaštitom podataka o ličnosti u maloj meri, dok su kod 25,7% ispitanih imale uticaj u velikoj meri. Za 12,9% pomenute informacije nisu imale uticaj na promenu njihovog ponašanja u vezi sa zaštitom podataka o ličnosti. Nema značajnih razlika između ispitanika s obzirom na njihove socio-demografske karakteristike.

Grafik 14. Da li su te informacije uticale na to da promenite vaše ponašanje u vezi sa zaštitom podataka o ličnosti? (ISPITANICI KOJI SU SAZNALI NEŠTO NOVO, N=575) Da, u velikoj meri Da, u maloj meri Ne

12.9%

25.7%

61.4%

Svest o kampanjama o zaštiti podataka o ličnosti

Svaki deseti ispitanik (10,0%) navodi da je u proteklih godinu dana video neku kampanju (reklamu) o zaštiti podataka o ličnosti, od kojih se najveći broj (53,4%) ne seća koju je kampanju/reklamu video, dok oni koji se sećaju najčešće navode kampanju “Pametno i bezbedno” (25,5%), a zatim „Neka ostane lično.” (9,5%).

Grafik 16. Koju kampanju (reklamu) ste videli? Grafik 15. Da li ste u (ISPITANICI KOJI SU VIDELI NEKU proteklih godinu dana videli KAMPANJU, N=121), kodirano na osnovu neku kampanju (reklamu) o spontanih odgovora zaštiti podataka o ličnosti? Pametno i bezbedno 25.5% Da Ne

10.0% Neka ostane lično. 9.5%

Reklame mobilnih provajdera 5.0%

90.0% Drugo 6.7%

Ne sećam se 53.4%

Ispitanici do 49 godina starosti, srednje i visoko obrazovani, kao i žitelji gradskih sredina značajno češće navode da su u proteklih godinu dana videli neku kampanju (reklamu) o zaštiti podataka o ličnosti (Grafik 17).

Kantar Serbia I TMG Insights 12  Grafik 17. Da li ste u proteklih godinu dana videli neku kampanju (reklamu) o zaštiti podataka o ličnosti? (% odgovora DA, prema socio-demografskim karakteristikama ispitanika)

11.4% 8.7% 14.5% 15.4% 10.6% 16.6% 13.4% 9.6% 12.1% 8.2% 2.8% 5.8% 10.8% 8.1% 9.3% 7.0% Ženski

65+

Osnovno

Visoko

Selo Vojvodina Muški

Južna i Istočna Beogradski region

Zapadna Srbija

Grad 18-29

30-39

40-49

50-64

Srednje

Šumadija i

Srbija Pitali smo ispitanike i da li su videli ili čuli za kampanju o zaštiti podataka o ličnosti, koja je sprovedena od maja do jula prošle godine, pod nazivom „Neka ostane lično.”6. Većina navodi da nije videla ili čula za kampanju (91,2%), dok 8,8% navodi da je videlo ili čulo za pomenutu kampanju. Nema značajnih socio- demografskih razlika između ispitanika.

Grafik 18. Da li ste videli ili čuli za kampanju o zaštiti podataka ličnosti, koja je bila sprovedena od maja do jula prošle godine, pod nazivom “Neka ostane lično.”?

8.8% Da Ne

91.2%

Najveći broj je kampanju video na TV-u (63,5%), nešto manje od trećine ispitanih koji su videli ili čuli za kampanju saznali su za nju preko internet portala (30,1%), a 25,9% preko društvenih mreža.

Grafik 19. Gde ste videli ili čuli za kampanju? (ISPITANICI KOJI SU VIDELI KAMPANJU, N=107)

Na TV-u 63.5%

Na internet portalima 30.1%

Na društvenim mrežama 25.9%

Na internet sajtovima novina 22.4%

Čuo sam od članova porodice/prijatelja/kolega 18.0%

Čuo sam na fakultetu/kursu/školi 5.8%

6 Treba imati u vidu da je kampanja realizovana u periodu od maja do juna 2022. godine, dok je istraživanje realizovano u periodu od aprila do maja 2023. godine i to telefonskim putem.

Kantar Serbia I TMG Insights 13 Svaki drugi ispitanik koji je video ili čuo za kampanju (50,1%) zna da ju je pokrenula institucija Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti. Da je kampanju pokrenula i/ili Vlada Republike Srbije smatra 38,9% onih koji su videli ili čuli za kampanju, 12,7% je mišljenja da je to i/ili neka nevladina organizacija, dok 10,9% smatra da je i/ili Misija OEBS-a u Srbiji pokrenula kampanju.

Grafik 20. Šta mislite ko je pokrenuo kampanju? MOGUĆE VIŠE ODGOVORA (ISPITANICI KOJI SU VIDELI ILI ČULI ZA KAMPANJU, N=107)

Poverenik za informacije od javnog značaja i zaštitu 50.1% podataka o ličnosti

Vlada Republike Srbije 38.9%

Nevladina organizacija 12.7%

Misija OEBS-a u Srbiji 10.9%

Policija 6.0%

Ne znam 17.6%

Na pitanju šta ste novo saznali o zaštiti podataka o ličnosti, za one koji su čuli informacije o ovoj temi u proteklih godinu dana i saznali nešto novo, uporedili smo mišljenje građana koji su videli ili čuli za kampanju „Neka ostane lično.“ i onih koji nisu. Rezultati pokazuju da građani koji su upoznati sa kampanjom u većem broju, nego građani koji nisu, navode da su im informacije pomogle da saznaju više o tome ko može da im traži podatke o ličnosti, šta je to ugrožavanje podataka o ličnosti iz realnog života, kao i za instituciju Poverenika za informacije od javnog značaja i zaštitu podatka o ličnosti.

Grafik 21. Šta ste novo saznali kada je reč o zaštiti podataka o ličnosti? (prema upoznatosti sa kampanjom „Neka ostane lično.”)

Ispitanici koji su videli ili čuli za kampanju "Neka ostane lično." (AKO SU SAZNALI NEŠTO NOVO, N=86)

Ispitanici koji nisu videli ili čuli za kampanju (AKO SU SAZNALI NEŠTO NOVO, N=489)

65.3% Ko može da nam traži podatke o ličnosti 43.4%

Kome možemo da se obratimo u slučaju 51.9% zloupotrebe podataka o ličnosti 42.2%

Šta je ugrožavanje podataka o ličnosti iz 48.7% realnog života 35.6%

42.6% Šta je to podatak o ličnosti 35.6%

Za instituciju Poverenika za informacije od 46.5% javnog značaja i zaštitu podataka o ličnosti 31.1%

Koja su naša prava na zaštitu podataka o 25.3% ličnosti 26.8%

Kantar Serbia I TMG Insights 14 5. Stavovi i ponašanje prema podacima o ličnosti

Prve asocijacije građana na termin podatak o ličnosti su ime i prezime, informacije o adresi, matični broj, datum rođenja/godine pojedinca i broj telefona (Grafik 22).

Grafik 22. Kada se kaže PODATAK O LIČNOSTI, na koje sve podatke pomislite? (kodirano na osnovu spontanih odgovora) Ime i prezime 58.8% Adresa 50.6% JMBG 27.2% Datum rođenja/godine 24.6% Broj telefona 21.6% Podaci na internetu (mejl adresa, lozinke i sl.) 14.2% Podaci iz lične karte/pasoša 13.1% Broj lične karte 12.6% Podaci o zaposlenju (radni status, visina primanja i sl.) 8.8% Pol 7.5% Broj računa u banci 6.4% Bračni/porodični status 3.8% Lokacije kretanja 3.2% Zdravstveni karton/stanje 2.1% Fotografije 1.6% Drugo 6.3% Ne znam/Bez odgovora 7.4%

Kada je reč o važnosti koju građani pridaju čuvanju svojih podataka o ličnosti, rezultati su slični kao i u prethodnom talasu. Za većinu građana Srbije (80,3%) je čuvanje njihovih podataka o ličnosti generalno važno, za 13,8% niti je važno, niti nevažno, dok za 5,9% njih pomenuto nije važno.

5,9% 80,3% građana navodi da im čuvanje njihovih građana navodi da im je čuvanje njihovih podataka o ličnosti generalno NIJE podataka o ličnosti generalno VAŽNO VAŽNO

Kantar Serbia I TMG Insights 15  Grafik 23. Koliko vam je čuvanje vaših podataka o ličnosti GENERALNO važno?

Uopšte nije 2 3 4 Veoma važno 2.8% 2023 (N=1211) 3.1% 13.8% 16.5% 63.8%

2020 (N=1217) 2.9% 3.9% 14.0% 16.8% 62.5%

Kada podatke posmatramo prema demografiji, rezultati pokazuju da čuvanju svojih podataka o ličnosti veću važnost pridaju žene, građani starosti od 18 do 49 godina, u poređenju sa starijima, srednje i visoko obrazovani, kao i žitelji gradskih sredina.

Grafik 24. Koliko vam je čuvanje vaših podataka o ličnosti GENERALNO važno? (zbir % odgovora 5-Veoma važno i 4-Donekle važno, prema socio-demografskim karakteristikama ispitanika)

83.4% 82.1% 83.6% 81.0% 74.4% 80.4% 76.1% 84.8% 84.0% 77.0% 81.3% 74.1% 83.5% 84.0% 81.3% 75.0% Ženski

Osnovno

Vojvodina

Južna i Istočna Srednje

Beogradski 65+ Muški

Visoko

Selo Zapadna Srbija

Grad 18-29

30-39

40-49

50-64

Šumadija i region

Srbija Slično kao i u prethodnom talasu, većina korisnika interneta (85,6%) ističe da im je važno čuvanje njihovih podataka o ličnosti na internetu, uključujući i društvene mreže, za 11,1% njih niti je važno, niti nevažno, dok 3,3% korisnika interneta smatra pomenuto nevažnim. Žene (89,3%) pridaju veću važnost čuvanju svojih podataka o ličnosti na internetu, u poređenju sa muškarcima (81,6%). Prema ostalim socio-demografskim karakteristika ispitanika nisu pronađene statistički značajne razlike.

Grafik 25. Koliko vam jeočuvanje vaših podataka o ličnosti na INTERNETU, uključujući društvene mreže, važno? (ISPITANICI KOJI KORISTE INTERNET) Uopšte nije 2 3 4 Veoma važno

2023 (N=963) 1.8% 1.5% 11.1% 16.9% 68.7%

2020 (N=910) 2.0% 1.8% 11.8% 17.9% 66.4%

Najveći broj građana Srbije (75,5%) i u ovom talasu smatra da do povrede podataka ličnosti dolazi postavljanjem fotografija/video zapisa drugih lica na društvenim mrežama bez saglasnosti tih lica, a zatim snimanjem zaposlenih na radnom mestu, kako bi se kontrolisalo vreme provedeno na radu (62,0%), kao i objavljivanjem imena dužnika (61,3%). Za nešto više od polovine ispitanih (52,7%) do povrede podataka o ličnosti dolazi i postavljanjem video nadzora u stambenoj zgradi/kući tako da se snima ulaz u drugi stan/kuću. Nema značajnih razlika u poređenju sa prethodnim talasom (Grafik 26).

Kantar Serbia I TMG Insights 16  75,5% 62,0% 61,3% 52,7% smatra da do povrede smatra da do povrede smatra da do povrede smatra da do povrede podataka ličnosti dolazi podataka ličnosti dolazi podataka ličnosti dolazi podataka ličnosti dolazi postavljanjem snimanjem zaposlenih objavljivanjem imena postavljanjem video fotografija/video na radnom mestu, dužnika nadzora u stambenoj zapisa drugih lica na kako bi se kontrolisalo zgradi/kući tako da se društvenim mrežama vreme provedeno na snima ulaz u drugi bez saglasnosti tih radu stan/kuću lica

Grafik 26. Prema vašem mišljenju, da li dolazi do povrede podataka o ličnosti... Uopšte ne 2 3 4 U potpunosti da

Postavljanjem video nadzora u stambenoj zgradi/kući tako da 15.7% 10.1% 21.5% 19.0% 33.6% snima ulaz u drugi stan/kuću

Objavljivanjem imena dužnika 8.7%6.4% 23.6% 17.5% 43.9%

Postavljanjem fotografija/video zapisa drugih lica na 4.3% 4.7% 15.5% 15.8% 59.7% društvenim mrežama bez saglasnosti tih lica

Snimanjem zaposlenih na radnom mestu, kako bi se 6.7% 7.2% 24.0% 16.2% 45.8% kontrolisalo vreme provedeno na radu

Grafik 27. Prema vašem mišljenju, da li dolazi do povrede podataka o ličnosti... (zbir % odgovora 5 - U potpunosti da + 4 - Donekle da), trend

2023 Postavljanjem video nadzora u stambenoj zgradi/kući 52.7% (N=1211) tako da snima ulaz u drugi stan/kuću 52.5% 2020 (N=1217) 61.3% Objavljivanjem imena dužnika 60.7%

Postavljanjem fotografija/video zapisa drugih lica na 75.5% društvenim mrežama bez saglasnosti tih lica 75.9%

Snimanjem zaposlenih na radnom mestu, kako bi se 62.0% kontrolisalo vreme provedeno na radu 59.1%

Rezultati prema socio-demografskim karakteristikama ispitanika pokazuju da postoje razlike kada je reč o njihovom mišljenju da do povrede podataka o ličnosti dolazi objavljivanjem imena dužnika, postavljanjem fotografija/video zapisa drugih lica na društvenim mrežama bez saglasnosti tih lica, kao i snimanjem zaposlenih na radnom mestu, zbog kontrolisanja vremena provedenog na radu. Da objavljivanjem imena dužnika dolazi do povrede podataka o ličnosti u većoj meri smatraju građani starosti između 30 i 49 godine, u poređenju sa najstarijima (65+), srednje i visoko obrazovani ispitanici, kao i žitelji gradskih sredina.

Kantar Serbia I TMG Insights 17  Grafik 28. Prema vašem mišljenju, da li dolazi do povrede podataka o ličnosti OBJAVLJIVANJEM IMENA DUŽNIKA? (zbir % odgovora 5-U potpunosti da i 4 - Donekle da, prema sociodemografskim karakteristikama ispitanika)

66.8% 66.6% 62.4% 66.1% 64.2% 58.4% 61.5% 59.6% 66.4% 66.0% 60.7% 61.9% 61.4% 53.2% 54.5% 49.9%

Visoko

Vojvodina

Južna i Istočna Osnovno

Srednje

Beogradski Ženski

65+ Muški

Selo Zapadna Srbija

Grad 18-29

30-39

40-49

50-64

Šumadija i region

Srbija Građani sa srednjim i visokim obrazovanjem u značajno većoj meri, od onih sa završenom samo osnovnom školom, smatraju da postavljanjem fotografija/video zapisa drugih lica na društvenim mrežama bez saglasnosti tih lica dolazi do povrede podataka o ličnosti. Sa pomenutim se u većoj meri slažu i stanovnici Vojvodine u poređenju sa žiteljima Šumadije i Zapadne Srbije, kao i žitelji gradskih sredina.

Grafik 29. Prema vašem mišljenju, da li dolazi do povrede podataka o ličnosti POSTAVLJANJEM FOTOGRAFIJA/VIDEO ZAPISA DRUGIH LICA NA DRUŠTVENIM MREŽAMA BEZ SAGLASNOSTI TIH LICA? (zbir % odgovora 5 - U potpunosti da i 4-Donekle da, prema socio-demografskim karakteristikama ispitanika)

77.7% 72.0% 77.8% 79.1% 77.8% 70.2% 77.3% 81.5% 76.7% 80.5% 77.2% 78.4% 73.1% 70.0% 68.4% 71.2% Ženski

Osnovno

Vojvodina

Istočna Srbija Srednje

Beogradski 65+ Muški

Visoko

Selo Grad 18-29

30-39

40-49

50-64

Šumadija i Zapadna Srbija region

Južna i

Da snimanjem zaposlenih na radnom mestu, kako bi se kontrolisalo vreme provedeno na radu, dolazi do povrede podataka o ličnosti u većoj meri smatraju građani starosti od 30 do 64 godine, u poređenju sa najstarijima (65+), srednje i visoko obrazovani građani, kao i žitelji gradskih sredina.

Grafik 30. Prema vašem mišljenju, da li dolazi do povrede podataka o ličnosti SNIMANJEM ZAPOSLENIH NA RADNOM MESTU, KAKO BI SE KONTROLISALO VREME PROVEDENO NA RADU? (zbir % odgovora 5 - U potpunosti da i 4-Donekle da, prema socio-demografskim karakteristikama ispitanika)

66.3% 68.4% 64.2% 71.5% 62.5% 66.1% 66.2% 62.1% 62.0% 59.6% 63.8% 57.0% 63.1% 51.5% 55.1% 56.1% Ženski

Istočna Srbija 65+

Osnovno

Visoko

Selo Šumadija i Muški

Vojvodina

Grad 18-29

30-39

40-49

50-64

Srednje

Beogradski

Zapadna Srbija region

Južna i

Kantar Serbia I TMG Insights 18 Kada je reč o tome koliko građani Srbije razmišljaju o prikupljanju, obradi, korišćenju i čuvanju svojih podataka o ličnosti kada ih daju privatnim kompanijama ili državnim institucijama, rezultati i u ovom talasu pokazuju da većina građana (58,9%) razmišlja o tome, pri čemu 44,1% njih navodi da to čini u umerenoj meri. Nešto više od petine građana (22,2%) navodi da uglavnom ne razmišlja o prikupljanju, obradi, korišćenju i čuvanju svojih podataka o ličnosti kada ih daje privatnim kompanijama ili državnim institucijama, dok 18,8% ističe da uopšte ne razmišlja o pomenutom.

41,1% 58,9% građana navodi da UOPŠTE ILI UGLAVNOM ne građana navodi da UMERENO ILI VEOMA razmišlja o prikupljanju, obradi, korišćenju i razmišlja o prikupljanju, obradi, korišćenju i čuvanju njihovih podataka o ličnosti kada ih čuvanju njihovih podataka o ličnosti kada ih daje privatnim kompanijama ili državnim daje privatnim kompanijama ili državnim institucijama institucijama

Grafik 31. Interesuje nas koliko razmišljate o prikupljanju, obradi, korišćenju i čuvanju vaših podataka o ličnosti kada ih dajete bilo privatnim kompanijama bilo državnim institucijama? Uopšte ne razmišljam o tome Uglavnom ne razmišljam o tome Umereno razmišljam o tome Veoma razmišljam o tome

2023 18.8% 22.2% 44.1% 14.8%

2020 17.6% 22.8% 43.4% 16.1%

Žene u većoj meri, nego muškarci, razmišljaju o prikupljanju, obradi, korišćenju i čuvanju svojih podataka o ličnosti kada ih daju privatnim kompanijama ili državnim institucijama. O pomenutom u većoj meri razmišljaju i građani do 64 godina starosti, visokoobrazovani ispitanici, žitelji urbanih sredina, kao i stanovnici Beograda, Vojvodine i jugoistočne Srbije u poređenju sa žiteljima Šumadije i Zapadne Srbije.

Grafik 32. Interesuje nas koliko razmišljate o prikupljanju, obradi, korišćenju i čuvanju vaših podataka o ličnosti kada ih dajete bilo privatnim kompanijama bilo državnim institucijama? (zbir % odgovora Veoma razmišljam o tome i Umereno razmišljam o tome, prema socio-demografskim karakteristikama)

82.7% 71.9% 71.2% 64.0% 71.4% 62.6% 61.1% 66.8% 61.5% 66.2% 55.0% 63.5% 46.6% 40.7% 28.2% 36.6% Ženski

Grad 65+

Osnovno

Visoko

Vojvodina

Južna i Istočna Muški

Zapadna Srbija 18-29

30-39

40-49

50-64

Srednje

Beogradski

Selo Šumadija i region

Srbija

Slično kao i u prethodnom talasu, mišljenja građana o upoznatosti sa temom zaštite podataka o ličnosti su podeljena. Trećina (33,0%) navodi da im tema prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti nije poznata, 34,9% navodi da je u nekoj meri (u potpunosti ili donekle) upoznato sa pomenutom temom, dok 32,1% njih nije sigurno da li je ili nije upoznato sa temom prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti. Nema značajnih razlika u odnosu na prethodni talas.

Kantar Serbia I TMG Insights 19  33,0% 34,9% građana navodi da im tema prikupljanja, građana navodi da im je tema prikupljanja, obrade, korišćenja i čuvanja podataka o obrade, korišćenja i čuvanja podataka o ličnosti ličnosti NIJE POZNATA POZNATA U NEKOJ MERI

Grafik 33. U kojoj meri vam je poznata tema prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti? Uopšte nije 2 3 4 U potpunosti poznata

2023 18.3% 14.7% 32.1% 22.9% 12.0%

2020 19.3% 15.6% 31.5% 20.4% 13.3%

Sa temom prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti su upoznatije žene, građani od 18 do 64 godina, visokoobrazovani, kao i žitelji gradskih sredina.

Grafik 34. U kojoj meri vam je poznata tema prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti? (zbir % odgovora 5-U potpunosti poznata i 4-Donekle poznata prema socio-demografskim karakteristikama ispitanika)

57.4% 39.0% 46.0% 42.9% 40.3% 34.5% 40.6% 30.4% 34.4% 36.6% 36.9% 35.3% 30.5% 26.6% 15.5% 21.4% Vojvodina

Južna i Istočna

Grad Osnovno

Zapadna Srbija Srednje

Beogradski Ženski

65+

Visoko Muški

Selo 18-29

30-39

40-49

50-64

Šumadija i region

Srbija

Na pitanju upoznatosti sa ovom temom, razlika postoji i između građana koji su videli ili čuli za kampanju „Neka ostane lično.“ i onih koji nisu. Nešto više od polovine ispitanih (59,3%) koji su upoznati sa kampanjom navodi da im je tema prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti u nekoj meri poznata, dok isto navodi manje od trećine ispitanih (32,5%) koji nisu videli ili čuli za kampanju.

Grafik 35. U kojoj meri vam je poznata tema prikupljanja, obrade, korišćenja i čuvanja podataka o ličnosti? (zbir % odgovora 5-U potpunosti poznata i 4-Donekle poznata, prema upoznatosti sa kampanjom „Neka ostane lično.“)

Ispitanici koji su videli ili čuli za kampanju "Neka 59.3% ostane lično." (N=107)

Ispitanici koji nisu videli ili čuli za kampanju (N=1104) 32.5%

Kantar Serbia I TMG Insights 20 I u ovom talasu više od polovine ispitanih (56,2%) navodi da ne pravi razliku između privatnih kompanija i državnih institucija kada je reč o prikupljanju, obradi, korišćenju i čuvanju njihovih podataka o ličnosti. S druge strane, 36,5% građana je opreznije prema privatnim kompanijama, dok je 7,2% njih opreznije prema državnim institucijama. Veći oprez prema privatnim kompanijama imaju visokoobrazovani ispitanici (46,2%) u poređenju sa onima sa osnovnim obrazovanjem (30,8%), kao i žitelji gradskih sredina (39,2%) u poređenju sa onima u seoskim sredinama (32,6%). Oprez prema državnim institucijama u većem broju izražavaju ispitanici starosti između 18 i 29 godina (10,8%) i 30 i 39 (10,6%) u poređenju sa najstarijim građanima – 65+ (2,1%).

36,5% 7,2% 56,2% je opreznije prema je opreznije prema NE PRAVI RAZLIKU PRIVATNIM DRŽAVNIM između privatnih KOMPANIJAMA kompanija i državnih INSTITUCIJAMA institucija

Grafik 36. Generalno, da li pravite razliku između privatnih kompanija i državnih institucija kada se radi o prikupljanju, obradi, korišćenju i čuvanju vaših podataka o ličnosti? (trend)

Da, oprezniji/ja sam prema privatnim 36.5% kompanijama 38.6% 2023 2020 Da, oprezniji/ja sam prema državnim 7.2% institucijama 6.9%

56.2% Ne, ne pravim razliku 54.5%

Kada je reč o spremnosti građana da svoje podatke daju privatnim kompanijama ili državnim institucijama za usluge koje im one pružaju, rezultati pokazuju da su građani u znatno većoj meri spremniji da svoje lične podatke pruže državnim institucijama. Građani su u najvećem broju spremni da daju informacije o svom datumu rođenja, državljanstvu i kućnoj adresi. S druge strane, građani su najmanje spremni da privatnim kompanijama daju otisak prsta u svrhu identifikacije (7,1%), dok su državnim institucijama u najmanjoj meri spremni da pruže informacije o svojim političkim stavovima (16,0%).

Kantar Serbia I TMG Insights 21  Grafik 37. Interesuje nas koje biste od sledećih podataka bili spremni da date za usluge koje vam pružaju....

vaša kućna adresa 43.3% 62.2%

vaše državljanstvo 48.9% 66.8%

vaš datum rođenja 61.8% 73.0%

vaše seksualno opredeljenje 27.0% 28.1%

vaša veroispovest ili religijska uverenje 37.2% 39.8% Privatne kompanije vaši politički stavovi 13.1% 16.0% Državne institucije

vaš otisak prsta u svrhu identifikacije 7.1% 31.4%

vaša slika lica u svrhu identifikacije 25.3% 47.3% podatke o vašem zdravstvenom stanju (ili 14.1% vaše medicinske podatke) 30.2%

ništa od navedenog 18.3% 9.9%

Građani do 49 godina starosti, srednje i visoko obrazovani i žitelji urbanih sredina su u većoj meri spremni da daju neke od svojih podataka o ličnosti za usluge koje im pružaju privatne kompanije i državne institucije.

U poređenju sa prethodnim talasom, značajno se povećao broj građana koji nije spreman da neke od svojih podataka pruži privatnim kompanijama za usluge koje im pružaju (18,3%, u poređenju sa 14,3% u 2020. godini). Građani su u manjem broj spremniji da privatnim kompanijama daju podatke o svojoj kućnoj adresi, otisak prsta i/ili sliku lica u svrhu identifikacije, kao i podatke o svom zdravstvenom stanju. Kada su u pitanju državne institucije nema značajnih razliku u poređenju sa prethodnim talasom.

Grafik 38. Interesuje nas koje biste od sledećih Grafik 39. Interesuje nas koje biste od sledećih podataka bili spremni da date za usluge koje podataka bili spremni da date za usluge koje vam pružaju PRIVATNE KOMPANIJE (trend) vam pružaju DRŽAVNE INSTITUCIJE (trend)

2023 2020 2023 2020

vaša kućna adresa 43.3% 62.2% 47.8% vaša kućna adresa 63.3%

vaše državljanstvo 48.9% 66.8% 52.8% vaše državljanstvo 67.0%

vaš datum rođenja 61.8% vaš datum rođenja 73.0% 63.9% 74.3% vaše seksualno 27.0% vaše seksualno 28.1% opredeljenje 29.0% opredeljenje 30.0% vaša veroispovest ili 37.2% vaša veroispovest ili 39.8% religijska uverenje 38.2% religijska uverenje 40.8%

vaši politički stavovi 13.1% vaši politički stavovi 16.0% 15.7% 17.0% vaš otisak prsta u svrhu 7.1% vaš otisak prsta u svrhu 31.4% identifikacije 12.3% identifikacije 34.5% vaša slika lica u svrhu 25.3% vaša slika lica u svrhu 47.3% identifikacije 33.4% identifikacije 49.0% podatke o vašem 14.1% podatke o vašem 30.2% zdravstvenom stanju… 21.7% zdravstvenom stanju (ili… 33.3%

18.3% ništa od navedenog 9.9% ništa od navedenog 10.7% 14.3%

Slično kao i u prošlom talasu, građani koji koriste internet u najvećoj meri brinu da bi do njihovih podataka o ličnosti koje su podelili na Internetu, bez njihovog znanja i dozvole, mogli da pristupe kriminalci ili prevaranti

Kantar Serbia I TMG Insights 22 (71,9%), zatim oglašivači i reklamne agencije (54,8%). S druge strane, najmanje su zabrinuti da bi pomenuto mogla da učini policija (38,2%), kao i njihovi trenutni ili potencijalni poslodavci (39,7%).

Grafik 40: Da li i koliko brinete da bi nekim od vaših podataka o ličnosti koje ste podelili na Internetu, uključujući društvene mreže, mogli bez vašeg znanja ili dozvole da pristupe...? (ISPITANICI KOJI KORISTE INTERNET N=963) Uopšte ne brinem 2 3 4 Veoma brinem

Kriminalci ili prevaranti 6.3%5.0% 16.8% 21.5% 50.4%

Oglašivači i reklamne agencije 8.0% 7.8% 29.5% 23.0% 31.8%

Strane vlade 16.4% 10.8% 27.8% 18.2% 26.8%

Vlada i državne službe 17.9% 12.3% 26.2% 20.2% 23.5%

Službe bezbednosti Republike Srbije 21.6% 10.9% 27.1% 17.7% 22.7%

Vaši poslodavci ili potencijalni poslodavci 15.5% 12.8% 32.0% 20.2% 19.5%

Policija 23.4% 11.4% 27.0% 18.6% 19.5%

U poređenju sa prethodnim talasom porastao je broj građana koji navodi da brine da bi njihovim podacima na internetu i društvenim mrežama, bez njihovog znanja ili dozvole, mogli da pristupe oglašivači i reklamne agencije (54,8%, u poređenju sa 49,8% u 2020. godini).

Grafik 41: Da li i koliko brinete da bi nekim od vaših podataka o ličnosti koje ste podelili na Internetu, uključujući društvene mreže, mogli bez vašeg znanja ili dozvole da pristupe...? (ISPITANICI KOJI KORISTE INTERNET, zbir % odgovora 5-Veoma brinem i 4-Donekle brinem), trend

Kriminalci ili prevaranti 71.9% 71.6%

Oglašivači i reklamne agencije 54.8% 49.8% 45.0% Strane vlade 43.3%

Vlada i državne službe 43.7% 2023 41.1% (N=963)

Službe bezbednosti Republike Srbije 40.4% 2020 38.7% (N=910) Vaši poslodavci ili potencijalni poslodavci 39.7% 38.6%

Policija 38.2% 39.4%

Muškarci u većoj meri od žena brinu da bi nekim od njihovih podataka o ličnosti koje su podelili na internetu mogli bez njihovog znanja i dozvole da pristupe oglašivači i reklamne agencije, Vlada i državne službe, službe bezbednosti Republike Srbije i policija. Stanovnici urbanih sredina su u većoj meri, nego žitelji ruralnih, zabrinuti da bi pomenuto mogli da učine kriminalci ili prevaranti, oglašivači i reklamne agencije, ali i njihovi poslodavi ili potencijalni poslodavci. Građani do 49 godina starosti su u većoj meri od starijih zabrinuti da bi njihovim podacima o ličnosti mogli pristupiti njihovi poslodavci ili potencijalni poslodavci. (Tabela 1).

Kantar Serbia I TMG Insights 23 Tabela 1: Da li i koliko brinete da bi nekim od vaših podataka o ličnosti koje ste podelili na Internetu, uključujući društvene mreže, mogli bez vašeg znanja ili dozvole da pristupe …. (zbir % 5-Veoma brinem i 4-Donekle brinem, prema socio-demografskim karakteristikama ispitanika) TIP OBRAZOVANJE POL (%) GODINE (%) REGION (%) NASELJA (%) (%)

Šumadija i Zapadna Beogradski region

Južna i Istočna Vojvodina Osnovno

Srednje

Visoko Ženski Muški

Srbija

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+ Kriminalci ili 71.5 72.4 73.9 73.1 72.6 70.4 61.8 66.3 72.3 76.7 73.7 73.9 66.7 73.2 74.3 65.8 prevaranti Oglašivači i 58.6 51.2 52.4 58.8 58.1 51.4 43.9 50.9 55.0 58.0 56.2 58.6 48.2 55.7 57.5 47.8 reklamne agencije Strane vlade 44.3 45.6 48.4 44.5 48.6 38.4 35.4 47.5 44.9 42.5 44.3 48.8 41.6 44.8 46.3 41.5 Vlada i državne 47.2 40.4 41.3 47.3 46.7 39.0 39.3 44.0 44.8 40.1 41.3 47.5 42.2 43.4 45.1 39.9 službe Službe bezbednosti 44.5 36.7 41.1 42.2 41.6 37.0 36.1 40.5 41.7 36.5 36.0 45.3 38.7 41.3 41.6 37.4 Republike Srbije Vaši poslodavci ili potencijalni 40.5 38.9 40.3 43.3 45.5 33.4 14.9 38.2 39.8 40.9 41.8 40.2 36.2 40.4 42.4 32.5 poslodavci Policija 41.9 34.8 36.6 39.6 39.3 37.8 35.0 37.4 40.2 33.1 34.7 40.2 38.9 39.0 39.6 34.5 N 461 502 222 202 301 176 61 198 570 194 242 262 234 225 695 268 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

Kantar Serbia I TMG Insights 24 6. Svest o zaštiti i rizicima od zloupotrebe podataka o ličnosti

Kada je reč o mišljenju građana da li svoje podatke o ličnosti štite u dovoljnoj meri, rezultati pokazuju da 39,8% njih smatra da ih umereno štiti, 31.3% je mišljenja da ih nedovoljno štiti, dok 28,9% smatra da ih štiti u velikoj meri ili u potpunosti (Grafik 42) 7.

31,3% 39,8% 28,9% građana smatra da svoje građana smatra da svoje građana smatra da svoje podatke podatke o ličnosti NE ŠTITI podatke o ličnosti ŠTITI U o ličnosti ŠTITI U VELIKOJ MERI U DOVOLJNOJ MERI UMERENOJ MERI ILI U POTPUNOSTI

Grafik 42. Da li mislite da štitite podatke o ličnosti u dovoljnoj meri?

Nedovoljno 2 3 4 U potpunosti

17.4% 14.0% 39.8% 19.6% 9.2%

Da svoje podatke o ličnosti štite u dovoljnoj meri u većem broju smatraju građani sa osnovnim obrazovanjem i žitelji seoskih sredina.

Grafik 43. Da li mislite da štitite podatke o ličnosti u dovoljnoj meri? (zbir % odgovora 5 - U potpunosti i 4 - U velikoj meri, prema socio-demografskim karakteristikama ispitanika)

32.9% 33.0% 25.9% 29.2% 34.3% 28.2% 29.5% 30.9% 26.2% 24.6% 30.2% 30.5% 31.4% 26.3% 27.5% 25.2% Vojvodina

Južna i Istočna Srednje Ženski Muški

65+

Osnovno

Visoko

Beogradski

Selo Zapadna Srbija

Grad 18-29

30-39

40-49

50-64

Šumadija i region

Srbija

Kada je reč o tome kako građani štite svoje podatke o ličnosti, rezultati pokazuju da više od polovine ispitanih (59,3%) to čini tako što podatke ne daje izvorima koje ne smatra pouzdanim, 43,4% podešava

7 Pitanje „Da li mislite da štitite podatke o ličnosti u dovoljnoj meri?“ je dodato u 2023. godini

Kantar Serbia I TMG Insights 25 privatnost na društvenim mrežama, dok 41,5% ograničava deljenje sadržaja na društvenim mrežama. Da svoje podatke štiti tako što ih ne daje nikome, sem državnim ustanovama kojima mora navodi 40,8% ispitanih, a isti broj navodi da koristi jake lozinke. Privatnost na aplikacijama podešava 32,6% ispitanih, 31,0% proverava da li je sajt siguran, 30,3% isključuje lokaciju na svom mobilnom telefonu, dok 8,8% koristi posebne aplikacije za bezbednost.

Grafik 44. Kako štitite svoje podatke o ličnosti? (MOGUĆE VIŠE ODGOVORA)

Ne dajem podatke izvorima za koje smatram da nisu 59.3% pouzdani

Podešavam privatnost na društvenim mrežama 43.4%

Ograničavam deljenje sadržaja na društvenim 41.5% mrežama Ne dajem podatke nikome, sem državnim 40.8% ustanovama kojima moram

Koristim jake lozinke 40.8%

Podešavam privatnost na aplikacijama 32.6%

Proveravam da li je sajt siguran 31.0%

Isključujem lokaciju na svom mobilnom telefonu 30.3%

Koristim posebne aplikacije za bezbednost 8.8%

Drugo .4%

Ništa od navedenog 3.4%

Rezultati prema socio-demografskim karakteristikama ispitanika pokazuju da žene češće, nego muškarci, štite svoje podatke o ličnosti tako što isključuju lokaciju na svom telefonu, podešavaju privatnost na društvenim mrežama, kao i na aplikacijama i ograničavaju deljenje sadržaja na društvenim mrežama. Najstarija populacija (65+), ispitanici sa završenom samo osnovnom školom i žitelji seoskih sredina češće navode da svoje podatke štite tako što ih ne daju nikome sem državnim ustanovama kojima moraju, dok ispitanici do 65 godina starosti, srednje i visoko obrazovani i žitelji gradskih sredina, češće nego najstariji navode da ne daju podatke izvorima koje ne smatraju pouzdanim (Tabela 2).

Kantar Serbia I TMG Insights 26 Tabela 2: Kako štitite svoje podatke o ličnosti? (% prema socio-demografskim karakteristikama ispitanika) TIP OBRAZOVANJE POL (%) GODINE (%) REGION (%) NASELJA (%) (%)

Šumadija i Zapadna Beogradski region

Južna i Istočna Vojvodina Osnovno

Srednje

Visoko Ženski Muški

Srbija

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+ Ne dajem podatke nikome, sem državnim 43.6 38.3 30.9 20.9 28.7 48.8 72.5 61.3 29.4 32.0 33.9 40.8 45.9 41.7 27.9 59.7 ustanovama kojima moram Ne dajem podatke izvorima 59.2 59.5 69.6 61.3 61.9 60.4 44.6 49.8 63.8 66.0 63.6 57.8 55.1 62.0 64.5 51.7 za koje smatram da nisu pouzdani Isključujem lokaciju na svom 24.1 36.0 37.3 35.6 36.0 27.0 16.1 19.8 36.4 34.2 32.2 32.0 27.1 30.2 35.9 22.0 mobilnom telefonu Podešavam privatnost na 37.3 49.1 57.6 59.6 59.9 36.3 5.2 19.9 54.6 59.6 55.1 42.5 32.6 46.1 56.6 24.2 društvenim mrežama Podešavam privatnost na 28.9 35.9 40.6 47.4 48.8 23.1 3.0 16.2 41.0 41.9 43.2 31.4 24.8 32.7 43.8 16.2 aplikacijama Ograničavam deljenje sadržaja 37.7 45.1 48.2 60.5 55.0 36.7 9.1 21.5 52.0 52.4 48.8 43.8 33.9 40.9 54.0 23.3 na društvenim mrežama Proveravam da li 33.1 29.0 39.7 43.3 40.6 26.3 6.2 11.9 42.0 38.2 36.1 30.7 24.4 34.1 39.5 18.4 je sajt siguran Koristim posebne 8.5 9.2 12.8 15.1 10.0 5.8 1.8 3.2 11.0 14.3 10.9 8.7 7.0 9.1 11.8 4.5 aplikacije za bezbednost Koristim jake 40.8 40.7 52.0 58.0 51.9 35.4 9.0 17.6 53.6 50.9 49.5 42.5 31.4 41.5 52.9 23.0 lozinke Drugo .4 .4 0.0 .4 .6 .4 .6 .5 .3 .7 1.1 .3 .3 0.0 .4 .4 Ništa od 3.7 3.1 2.0 1.2 .7 3.7 9.1 8.1 .7 1.4 1.6 2.8 6.3 2.3 1.6 5.9 navedenog N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

I u ovom talasu, građani su o temi zaštite podatka o ličnosti u najvećoj meri imali prilike da saznaju preko televizije (49,3%), zatim internet portala (48,5%) i iz ličnih izvora (41,7%). Pored pomenutih izvora, građani su imali prilike da o temi zaštite podataka o ličnosti saznaju i preko društvenih mreža (27,3%), kao i preko internet stranice Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti (18,8%), a broj onih koji su preko internet stranice Poverenika imali prilike da nešto saznaju o pomenutoj temi značajno je porastao u poređenju sa prethodnim talasom (13,4% u 2020.godini). Preko štampe se informisalo 15,4% građana, što je značajno manje nego u prethodnom talasu (21,7% u 2020. godini), dok se preko škole, fakulteta i kurseva informisalo 13,4% ispitanih (Grafik 45).

Kantar Serbia I TMG Insights 27  Grafik 45. Iz kojih izvora ste do sada imali priliku da saznate nešto o temi zaštite podataka o ličnosti? (MOGUĆE VIŠE ODGOVORA), trend

TV 49.3% 51.0%

Internet portali 48.5% 48.2%

Iz ličnih izvora (porodica, prijatelji, kolege) 41.7% 42.2%

Društvene mreže 27.3% 27.0% 2023 Internet stranica Poverenika za informacije od javnog 18.8% značaja i zaštitu podataka o ličnosti 13.4% 2020

Štampa 15.4% 21.7%

Iz škole, fakulteta, kurseva 13.4% 14.3%

Drugo 2.6% 3.9%

Rezultati prema socio-demografskim karakteristikama ispitanika su očekivani i pokazuju da se o temi zaštite podataka o ličnosti preko televizije u najvećoj meri informiše populacija starija od 49 godina, oni sa završenom samo osnovnom školom, kao i žitelji seoskih sredina. S druge strane, građani starosti od 18 do 49 godina, srednje i visoko obrazovani, kao i žitelji urbanih sredina su se o pomenutoj temi u većoj meri informisali preko internet portala. Preko internet stranice Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti u većoj meri su se informisale žene, građani do 64 godina starosti, srednje i visoko obrazovani, kao i žitelji gradskih sredina.

Grafik 46. Internet stranica Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti (prema socio-demografskim karakteristikama ispitanika)

16.3% 21.1% 16.6% 23.8% 27.9% 19.2% 23.5% 25.6% 21.8% 17.4% 16.0% 20.8% 25.1% 8.8% 9.5% 5.6% Ženski

Vojvodina

Istočna Srbija

Grad Osnovno

Visoko Srednje

Beogradski 65+ Muški

Selo 18-29

30-39

40-49

50-64

Šumadija i Zapadna Srbija region

Južna i

Kada je reč o informisanosti preko stranice Poverenika, postoji razlika između građana koji su videli ili čuli za kampanju „Neka ostane lično.“ i onih koji nisu. Internet stranica Poverenika značajno je češće bila izvor informisanja, o temi zaštite podataka o ličnosti, među ispitanicima koji su upoznati sa kampanjom (30,4%), u poređenju sa onima koji nisu (17,7%).

Grafik 47. Internet stranica Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti (prema upoznatosti sa kampanjom „Neka ostane lično.“)

Ispitanici koji su videli ili čuli za kampanju "Neka 30.4% ostane lično." (N=107)

Ispitanici koji nisu videli ili čuli za kampanju (N=1104) 17.7%

Kantar Serbia I TMG Insights 28 Više od polovine građana (56,7%) smatra da javnost nije u dovoljnoj meri obaveštena kada je reč o zaštiti podataka o ličnosti, dok je 23,3% njih je neodlučno. S druge strane, 19,9% ispitanika smatra da je javnost u dovoljnoj meri obaveštena o zaštiti podataka o ličnosti, a broj građana koji tako misle značajno je porastao u poređenju sa prethodnim talasom (15,1% u 2020. godini).

56,7% 19,9% smatra da javnost NIJE U DOVOLJNOJ smatra da je javnost U DOVOLJNOJ MERI OBAVEŠTENA kada je reč o MERI OBAVEŠTENA o zaštiti podataka zaštiti podataka o ličnosti o ličnosti

Grafik 48. Prema vašem mišljenju, da li je javnost obaveštena u dovoljnoj meri kada je reč o zaštiti podataka o ličnosti? (trend) Uopšte nije 2 3 4 Jeste u potpunosti

2023 29.6% 27.1% 23.3% 14.6% 5.3%

2020 32.0% 28.6% 24.3% 8.2% 6.9%

Nisu pronađene značajne razlike u mišljenjima ispitanika s obzirom na njihove socio-demografske karakteristike, a rezultati pokazuju da razlike postoje između ispitanika koji su videli ili čuli za kampanju „Neka ostane lično.“ i onih koji nisu. Građani koji su upoznati sa kampanjom u većem broju smatraju da je javnost u dovoljnoj meri obaveštena kada je reč o zaštiti podataka o ličnosti (31,0%) u poređenju sa onima koji nisu (18,9%).

Grafik 49. Prema vašem mišljenju, da li je javnost obaveštena u dovoljnoj meri kada je reč o zaštiti podataka o ličnosti? (zbir % odgovora 5-Jeste u potpunosti i 4-Donekle, prema upoznatosti sa kampanjom „Neka ostane lično.“)

Ispitanici koji su videli ili čuli za kampanju "Neka 31.0% ostane lično." (N=107)

Ispitanici koji nisu videli ili čuli za kampanju (N=1104) 18.9%

Skoro svaki drugi građanin (48,3%) je mišljenja da dostupne informacije o zaštiti podataka o ličnosti nisu jasne, dok je nešto manje od trećine ispitanika (31,2%) neodlučno. Da su dostupne informacije o zaštiti podataka o ličnosti jasne smatra svaki peti ispitanik (20,5%), a broj onih koji smatraju pomenuto značajno je porastao u poređenju sa prethodnim talasom (17,0% u 2020. godini).

Grafik 50. Šta biste rekli, koliko su dostupne informacije o zaštiti podataka o ličnosti jasne? (trend) Uopšte nisu jasne 2 3 4 Veoma su jasne

2023 22.0% 26.3% 31.2% 14.0% 6.5%

2020 22.0% 27.8% 33.1% 9.4% 7.6%

Kantar Serbia I TMG Insights 29 Rezultati pokazuju da nema razlika između ispitanika s obzirom na njihove socio-demografske karakteristike, dok su kada je reč o upoznatosti sa kampanjom „Neka ostane lično.“ pronađene razlike između ispitanika. Građani koji su videli ili čuli za kampanju u značajno većem broju (38,8%) smatraju da su dostupne informacije o zaštiti podataka o ličnosti jasne, u poređenju sa građanima koji nisu (18,8%).

Grafik 51. Šta biste rekli, koliko su dostupne informacije o zaštiti podataka o ličnosti jasne? (zbir % odgovora 5-Veoma su jasne i 4-Donekle su jasne, prema upoznatosti sa kampanjom „Neka ostane lično.“)

Ispitanici koji su videli ili čuli za kampanju "Neka 38.8% ostane lično." (N=107)

Ispitanici koji nisu videli ili čuli za kampanju (N=1104) 18.8%

Kada su u pitanju informacije koje su građanima najpotrebnije kada je reč o zaštiti podataka o ličnosti, rezultati pokazuju da su to i dalje informacije o tome ko može da im traži lične podatke (69,1%), iako se broj onih koji navode da su im ove informacije najpotrebnije značajno smanjio u odnosu na prethodni talas (73,1% u 2020. godini). Pored pomenutih informacija, 62,7% građana navodi da bi im bile potrebne i informacije kome mogu da se obrate u slučaju zloupotrebe podataka o ličnosti, a 58,7% navodi da bi im bile potrebne informacije o njihovim pravima na zaštitu podataka o ličnosti. Građanima bi bili potrebni i primeri šta je ugrožavanje podataka o ličnosti iz realnog života (58,1%), kraće i sažetije informacije o zaštiti podataka o ličnosti (52,2%), a 47% navodi da su im potrebne i/ili informacije šta mogu da očekuju u procesu u vezi sa zloupotrebom podataka o ličnosti. Objašnjenja najvažnijih i stručnih pojmova kada je reč o zaštiti podataka o ličnosti smatra korisnim 39,9% građana.

Grafik 52. Kakve informacije bi vam bile najpotrebnije kada je reč o zaštiti podataka o ličnosti? (MOGUĆE VIŠE ODGOVORA), trend

Ko može da nam traži lične podatke 69.1% 73.1% Informacije kome možemo da se obratimo u slučaju 62.7% zloupotrebe podataka o ličnosti 66.4%

Informacije o našim pravima na zaštitu podataka o ličnosti 58.7% 61.2% Primeri o tome šta je ugrožavanje podataka o ličnosti iz 58.1% realnog života 61.3% 2023 Kratke i sažete informacije o zaštiti podataka o ličnosti 52.2% 54.8% 2020 Informacije šta možemo da očekujemo u procesu u vezi sa 47.4% zloupotrebom podataka o ličnosti 47.2%

Objašnjenja najvažnijih i stručnih pojmova 39.9% 39.5%

Drugo 2.0% 0.9%

Rezultati prema socio-demografskim karakteristikama ispitanika pokazuju da su informacije o pravima građana na zaštitu podataka, kao i informacije o tome šta građani mogu očekivati u procesu u vezi sa zloupotrebom podataka o ličnosti u većoj meri potrebne muškarcima nego ženama. Generalno, rezultati pokazuju da su građani starosti do 49 godina, ispitanici sa srednjim i visokim obrazovanjem, kao i žitelji gradskih sredina u većem broju zainteresovani da saznaju više informacija o zaštiti podataka o ličnosti. Stanovnici Beograda i Vojvodine u većem broju od žitelja Šumadije i Zapadne Srbije navode da su im potrebne informacije o njihovim pravima na zaštitu podataka o ličnosti (Tabela 3).

Kantar Serbia I TMG Insights 30 Tabela 3: Kakve informacije bi vam bile najpotrebnije kada je reč o zaštiti podataka o ličnosti? (% prema socio- demografskim karakteristikama ispitanika) TIP OBRAZOVANJE POL (%) GODINE (%) REGION (%) NASELJA (%) (%)

Zapadna Srbija Južna i Istočna Beogradski

Šumadija i Vojvodina Osnovno

Srednje

Visoko Ženski

region Muški

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+ Objašnjenja najvažnijih i 41.9 38.1 46.5 42.2 39.7 35.0 37.2 35.1 43.6 39.0 39.2 39.7 37.6 44.0 40.9 38.5 stručnih pojmova Primeri o tome šta je ugrožavanje 58.5 57.7 62.8 65.6 63.2 54.5 45.2 50.8 60.2 67.1 62.6 54.8 57.1 58.6 60.6 54.5 podataka o ličnosti iz realnog života Kratke i sažete informacije o zaštiti 52.4 52.1 55.9 66.5 53.2 47.6 40.6 44.1 55.0 61.1 56.4 53.2 46.1 54.4 56.9 45.4 podataka o ličnosti Informacije o našim pravima na 62.8 54.9 60.0 68.0 68.3 57.5 39.9 49.8 62.3 66.6 64.8 63.6 50.1 57.2 65.0 49.5 zaštitu podataka o ličnosti Ko može da nam 68.9 69.3 68.3 69.5 71.3 62.8 72.7 68.9 68.8 70.5 71.3 67.9 68.6 69.0 69.9 68.0 traži lične podatke Informacije kome možemo da se obratimo u slučaju 61.3 64.0 66.7 71.6 67.8 57.6 50.9 54.2 66.6 69.3 66.4 64.4 56.1 65.3 66.7 57.0 zloupotrebe podataka o ličnosti Informacije šta možemo da očekujemo u 50.6 44.5 52.0 58.9 47.5 47.0 34.5 40.4 51.0 51.7 48.7 49.4 39.8 53.4 51.6 41.2 procesu u vezi sa zloupotrebom podataka o ličnosti Drugo 1.6 2.5 0.0 0.0 0.0 1.9 7.9 5.3 .3 .2 .3 2.1 3.2 2.3 .1 4.9 N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

Isto kao i u prethodnom talasu, i u ovom, najveći broj ispitanika smatra da su za zaštitu podataka o ličnosti prvenstveno odgovorni država i zakonodavni okvir (71,4%), a zatim sami pojedinci (64,7%). Odgovornost privatnih kompanija ili državnih institucija koje traže podatke prepoznaje 45,1% ispitanih, dok 38,2% građana smatra da je institucija Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti odgovorna za zaštitu pomenutih podataka. Za 17,0% ispitanih odgovornost je i na strani medija, dok su za 14,0% njih strane vlade odgovorne za zaštitu podatka o ličnosti.

Grafik 53. Prema vašem mišljenju, ko je prvenstveno odgovoran za zaštitu podataka o ličnosti? (MOGUĆE VIŠE ODGOVORA), trend

Država i zakonodavni okvir 71.4% 73.8% Sami pojedinci 64.7% 65.3% Privatne kompanije ili državne institucije koje traže podatke 45.1% 44.5% Poverenik za informacije od javnog značaja i zaštitu 2023 38.2% podataka o ličnosti 40.6% 2020 Mediji 17.0% 18.3% Međunarodne institucije 14.0% 16.8% Drugo 1.4% 0.9%

Kantar Serbia I TMG Insights 31 Da je odgovornost za zaštitu podataka o ličnosti na privatnim kompanijama ili državnim institucijama koje traže podatke u većem broju smatraju muškarci, građani starosti od 18 do 49 godina u poređenju sa ispitanicima 65+, kao i žitelji gradskih sredina. Da su sami pojedinci najodgovorniji za zaštitu podataka o ličnosti u većem procentu smatraju ispitanici starosti od 30 do 49 godina u poređenju sa građanima starijim od 50 godina, kao i srednje i visoko obrazovani i žitelji gradskih sredina. Odgovornost države i zakonodavnih okvira u većem broju prepoznaju muškarci, građani starosti od 40 do 49 godina u poređenju sa najstarijim ispitanicima (65+), kao i stanovnici Beograda u poređenju sa žiteljima Vojvodine i Šumadije i Zapadne Srbije. Da je za zaštitu podataka o ličnosti odgovorna i institucija Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti u većoj meri smatraju građani starosti od 18 do 49 godina, srednje i visoko obrazovani, kao i stanovnici urbanih sredina. Odgovornost međunarodnih institucija u većoj meri prepoznaju građani starosti od 18 do 49 godina u poređenju sa najstarijom populacijom (65+), dok odgovornost medija u većem broju navode muškarci nego žene.

Tabela 4: Prema vašem mišljenju, ko je prvenstveno odgovoran za zaštitu podataka o ličnosti? (prema socio- demografskim karakteristikama ispitanika) TIP POL GODINE OBRAZOVANJE REGION NASELJA

Šumadija i Zapadna Beogradski region

Južna i Istočna Vojvodina Osnovno

Srednje

Visoko Ženski Muški

Srbija

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+

Privatne kompanije ili državne 50.6 39.9 49.8 51.0 48.6 40.6 36.0 42.3 45.0 51.2 50.1 47.4 40.7 42.5 48.1 40.6 institucije koje traže podatke Sami pojedinci 64.2 65.1 62.6 74.6 69.7 60.1 56.7 56.2 69.2 69.0 67.9 64.6 62.0 64.7 67.4 60.7 Država i 74.4 68.6 67.6 73.6 78.5 67.8 67.8 66.9 72.9 76.2 79.8 70.2 64.9 72.2 72.7 69.5 zakonodavni okviri Poverenik za informacije od javnog značaja i 35.7 40.5 45.7 49.1 46.5 30.9 19.8 28.6 42.3 46.2 42.6 38.7 34.7 37.4 43.7 30.2 zaštitu podataka o ličnosti Međunarodne 13.8 14.2 20.3 17.9 13.8 13.3 6.4 13.6 14.3 13.9 14.6 13.7 14.4 13.3 14.0 14.0 institucije Mediji 20.5 13.7 21.2 19.2 13.7 19.3 13.3 17.4 16.7 16.9 17.2 16.3 19.5 14.3 16.3 18.0 Drugo 1.2 1.5 0.0 0.0 0.0 1.0 5.6 3.8 .1 0.0 .4 1.9 2.3 .7 .3 3.0 N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

Kada je reč o mišljenju građana u kojoj meri su ljudi poput njih svesni rizika od zloupotrebe podataka o ličnosti, 43,6% njih smatra da nisu svesni, 30,9% je neodlučno, dok 25,5% ispitanih navodi da su ljudi svesni pomenutog rizika. Nema značajnih razlika u poređenju sa prethodnim talasom.

43,6% 25,5% smatra da ljudi poput njih NISU SVESNI smatra da su ljudi poput njih SVESNI RIZIKA od zloupotrebe podataka o RIZIKA od zloupotrebe podataka o ličnosti ličnosti

Kantar Serbia I TMG Insights 32  Grafik 54. Prema vašem mišljenju, u kojoj su meri ljudi poput vas svesni rizika od zloupotrebe podataka o ličnosti? (trend) Uopšte nisu svesni 2 3 4 Veoma su svesni

2023 22.9% 20.6% 30.9% 13.5% 12.0%

2020 22.7% 20.4% 29.3% 12.9% 14.7%

Građani sa visokim obrazovanjem u većoj meri od onih sa završenom samo osnovnom školom, smatraju da su ljudi poput njih svesni rizika od zloupotrebe podataka o ličnosti. Nema značajnih razlika između ispitanika koji su videli ili čuli za kampanju „Neka ostane lično“ i onih koji nisu.

Grafik 55. Prema vašem mišljenju, u kojoj su meri ljudi poput vas svesni rizika od zloupotrebe podataka o ličnosti? (zbir % odgovora 5 - Veoma su svesni i 4-Donekle su svesni, prema socio-demografskim karakteristikama ispitanika)

26.3% 24.8% 20.5% 26.1% 27.9% 31.7% 25.9% 24.5% 24.6% 27.5% 26.8% 23.6% 21.0% 21.2% 25.9% 33.6% Ženski

Visoko

Vojvodina

Južna i Istočna Osnovno

Srednje

Beogradski 65+ Muški

Selo Zapadna Srbija

Grad 18-29

30-39

40-49

50-64

Šumadija i region

Srbija Većina građana Srbije smatra da je rizik od ugrožavanja (zloupotrebe) podataka o ličnosti visok (79,6%), pri čemu više od polovine (53,5%) navodi da je pomenuti rizik veoma visok. Da je rizik umeren smatra 17,6% ispitanih, dok je za 2,9% građana rizik od ugrožavanja podataka o ličnosti mali. Iako nema značajnih razlika u poređenju sa prethodnim talasom, primetan je blagi rast građana koji smatraju da je danas rizik od ugrožavanja podataka o ličnosti visok (79,6% u poređenju sa 76,5% u 2020. godini).

2,9% 79,6% smatra da je danas rizik od smatra da je danas rizik od ugrožavanja (zloupotrebe) podataka o ugrožavanja (zloupotrebe) podataka o ličnosti MALI ličnosti VISOK

Grafik 56. Šta biste rekli, koliki je danas rizik od ugrožavanja (zloupotrebe) podataka o ličnosti? (trend) Veoma mali 2 3 4 Veoma visok .5% 2023 2.4% 17.6% 26.0% 53.5% 1.7% 2020 2.8% 19.0% 23.1% 53.4%

Kantar Serbia I TMG Insights 33 Žene, građani starosti između 18 i 49 godina, srednje i visoko obrazovani ispitanici, kao i žitelji gradskih sredina u većem broju smatraju da je rizik od ugrožavanja (zloupotrebe) podataka o ličnosti danas visok. Nema razlika u mišljenju ispitanika koji su videli ili čuli za kampanju „Neka ostane lično.“ i onih koji nisu.

Grafik 57. Šta biste rekli, koliki je danas rizik od ugrožavanja (zloupotrebe) podataka o ličnosti? (zbir % odgovora 5 - Veoma visok i 4 - Donekle visok, prema socio- demografskim karakteristikama ispitanika)

81.9% 81.1% 82.1% 86.8% 84.3% 83.5% 82.4% 80.8% 83.4% 77.0% 77.2% 69.7% 75.5% 80.3% 73.9% 70.9%

Vojvodina

Južna i Istočna Osnovno

Zapadna Srbija

Grad Srednje Ženski

65+

Visoko

Beogradski Muški

Selo 18-29

30-39

40-49

50-64

Šumadija i region

Srbija I u ovom talasu više od polovine građana (53,8%) smatra da nema razlike između privatnih kompanija i državnih institucija kada je reč o riziku od ugrožavanja (zloupotrebe) podataka. Za 21,6% građana rizik od ugrožavanja je veći od strane privatnih kompanija, dok 5,6% ispitanih smatra da je rizik veći od strane državnih institucija. Ostali ispitanici (19,0%) navode da ne znaju, odnosno nisu sigurni da li je rizik od ugrožavanja (zloupotrebe) podataka o ličnosti veći od strane privatnih kompanija ili državnih institucija ili je podjednak.

Grafik 58. Da li biste rekli da je rizik od ugrožavanja (zloupotrebe) podataka o ličnosti veći od strane privatnih kompanija, od strane državnih institucija, ili nema razlike? (trend)

21.6% Veći je od strane privatnih kompanija 2023 24.3% 2020 5.6% Veći je od strane državnih institucija 6.8%

53.8% Podjednak je 51.8%

19.0% Ne znam, nisam siguran/na 17.1%

Da je rizik od ugrožavanja podataka o ličnosti veći od strane privatnih kompanija u većem broju smatraju najstariji građani (31,9%), u poređenju sa ispitanicima starosti između 30 i 39 godina (16,3%) i 40 i 49 godina (16,8%), kao i stanovnici Beograda (26,8%) i Šumadije i Zapadne Srbije (23,2%) u poređenju sa žiteljima Vojvodine (15,0%). Da je rizik od ugrožavanja podataka od strane privatnih kompanija i državnih institucija podjednak u većem broju smatraju građani do 64 godina starosti (preko 50%) u poređenju sa najstarijom populacijom (38,2%) kao i srednje (60,1%) i visoko obrazovani (54,9%) u poređenju sa onima sa završenom samo osnovnom školom (44,3%). Pomenuto u većem broju smatraju i žitelji gradskih sredina (58%) u poređenju sa stanovnicima seoskih sredina (47,6%).

Kantar Serbia I TMG Insights 34 Građani u najvećoj meri veruju da njihove lične podatke na zakonit način koriste policija/Ministarstvo unutrašnjih poslova (56,3%), vojska (55,2%) i zdravstvene ustanove (54,2%). S druge strane, najmanje poverenja imaju u društvene mreže (9,3%), agencije za posredovanje u zapošljavanju (21,7%) i mobilne i internet operatere (22,7%).

Grafik 59. U kojoj meri verujete da sledeće institucije i organizacije koriste vaše lične podatke na zakonit način? Uopšte ne verujem 2 3 4 U potpunosti verujem

Policija / Ministarstvo unutrašnjih poslova 11.1% 8.9% 23.7% 23.0% 33.3% Vojska 9.2% 8.8% 26.8% 22.0% 33.2% Zdravstvene ustanove 7.7% 10.3% 27.8% 24.5% 29.6% Obrazovne ustanove 7.1% 9.4% 33.2% 25.4% 25.0% Službe bezbednosti 13.9% 9.4% 27.7% 21.3% 27.7% Ustanove socijalne zaštite 10.7% 12.4% 34.0% 22.4% 20.5% Poreske vlasti 13.5% 12.7% 35.1% 18.6% 20.1% Banke i finansijske institucije 15.2% 13.0% 35.3% 19.1% 17.4% Lokalne/opštinske vlasti 16.7% 15.8% 34.8% 17.9% 14.8% Poslodavci 16.9% 15.7% 39.0% 17.8% 10.6% Osiguravajuće kompanije 18.0% 18.2% 37.6% 15.7% 10.5% Mobilni i internet operateri 26.2% 17.7% 33.4% 14.2% 8.5% Agencije koje posreduju u zapošljavanju 19.4% 18.9% 40.0% 13.5% 8.2% Društvene mreže 43.4% 22.0% 25.4% 5.1% 4.1%

U poređenju sa prethodnim talasom, u 2023. godini se smanjio broj građana koji veruje da zdravstvene ustanove, osiguravajuće kuće, banke i finansijske institucije, obrazovne ustanove, mobilni i internet operateri i društvene mreže koriste njihove lične podatke na zakonit način.

Grafik 60. U kojoj meri verujete da sledeće institucije i organizacije koriste vaše lične podatke na zakonit način? (zbir % 5-U potpunosti verujem i 4 - Donekle verujem), trend Zdravstvene ustanove 54.2% 58.2% Osiguravajuće kompanije 26.2% 30.1% Banke i finansijske institucije 36.6% 42.0% Poslodavci 28.4% 32.0% Policija/MUP 56.3% 57.6% Ustanove socijalne zaštite 43.0% 46.9% Obrazovne ustanove 50.3% 55.8% 2023 Poreske vlasti 38.7% 41.6% 2020 Agencije koje posreduju u zapošljavanju 21.7% 23.7% Lokalne/opštinske vlasti 32.7% 34.4% 22.7% Mobilni i internet operateri 26.7% Društvene mreže 9.3% 11.9% Vojska 55.2% 57.2% Službe bezbednosti 49.0% 50.2%

Kantar Serbia I TMG Insights 35 Žene, najstariji građani (65+), oni sa završenim samo osnovnim obrazovanjem, kao i žitelji seoskih sredina u većoj meri veruju da pojedine privatne kompanije i državne ustanove koriste njihove lične podatke na zakonit način (Tabela 5).

Tabela 5: Molim vas da mi kažete u kojoj meri verujete da sledeće institucije i organizacije koriste vaše lične podatke na zakonit način? (zbir % 5-U potpunosti verujem i 4 - Donekle verujem, prema socio-demografskim karakteristikama ispitanika) TIP OBRAZOVANJE POL (%) GODINE (%) REGION (%) NASELJA (%) (%)

Šumadija i Zapadna Beogradski region

Južna i Istočna Vojvodina Osnovno

Srednje

Visoko Ženski Muški

Srbija

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+ Zdravstvene 50.2 57.8 54.8 39.0 44.0 54.9 76.9 65.7 48.1 47.9 51.4 56.1 56.5 51.7 46.3 65.6 ustanove Osiguravajuće 23.2 29.0 31.7 20.2 29.2 25.2 23.5 27.3 25.7 25.5 19.4 26.5 29.8 28.4 25.0 27.9 kompanije Banke i finansijske 29.7 43.0 39.5 30.3 39.9 35.7 35.9 34.5 37.8 37.1 31.3 38.2 36.1 40.8 36.7 36.4 institucije Poslodavci 28.1 28.8 36.5 24.4 28.2 28.2 25.0 29.8 26.2 32.1 21.5 33.2 27.3 31.2 27.2 30.2 Policija/MUP 51.1 61.2 58.1 44.7 51.8 50.7 74.5 65.7 51.9 49.9 55.7 57.8 56.1 55.5 50.9 64.2 Ustanove socijalne 40.7 45.1 42.4 34.0 39.6 38.5 58.4 53.0 36.9 40.0 42.4 45.2 44.4 39.0 36.8 52.0 zaštite Obrazovne 45.5 54.8 57.6 38.4 48.1 45.3 60.5 54.8 47.5 49.4 50.8 50.1 49.8 50.8 47.7 54.2 ustanove Poreske vlasti 37.3 40.1 31.6 34.0 38.8 36.3 50.8 45.3 34.4 37.8 37.8 42.9 36.6 37.3 33.6 46.2 Agencije koje posreduju u 22.6 21.0 28.1 20.5 20.6 22.7 17.6 20.6 22.8 20.8 17.9 21.4 23.7 23.6 20.7 23.3 zapošljavanju Lokalne/opštinske 30.4 34.8 27.6 25.2 23.3 29.9 56.6 46.5 24.1 29.3 29.1 36.0 35.9 28.3 23.6 45.9 vlasti Mobilni i internet 20.2 25.0 24.2 18.9 20.1 27.2 23.3 23.6 23.3 19.0 20.6 19.7 26.4 23.8 20.5 25.9 operateri Društvene mreže 9.3 9.2 12.7 13.7 9.8 8.7 2.6 5.3 11.4 11.4 8.4 7.5 9.9 11.6 10.0 8.2 Vojska 51.7 58.4 52.6 41.6 50.2 49.1 79.7 64.5 51.9 45.6 54.7 53.3 57.6 55.1 47.9 65.8 Službe 46.4 51.3 52.0 37.1 45.0 47.2 61.9 56.4 45.1 44.7 48.1 52.9 49.4 44.5 43.2 57.4 bezbednosti N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

Kantar Serbia I TMG Insights 36 7. Svest o pravima i načinu zaštite podataka o ličnosti

Kao i u prošlom talasu, i u ovom većina ispitanika (62,0%) smatra da građani nisu upoznati sa svojim pravima na zaštitu podataka o ličnosti, 29,1% njih nije sigurno da li jesu ili nisu, dok samo 8,8% smatra da su građani upoznati sa svojim pravima u nekoj meri. Nema značajnih razlika u odnosu na prethodni talas (Grafik 61).

62,0% 8,8% smatra da je građani NISU UPOZNATI smatra da su građani UPOZNATI sa sa svojim pravima na zaštitu podataka svojim pravima na zaštitu podataka o o ličnosti ličnosti

Grafik 61. U kojoj meri biste rekli da su ljudi upoznati sa svojim pravima na zaštitu podataka o ličnosti? (trend)

Uopšte nisu upoznati 2 3 4 Veoma su upoznati

2023 31.3% 30.7% 29.1% 5.9%2.9%

2020 30.4% 33.1% 27.0% 5.2% 4.3%

Žene i visoko obrazovani ispitanici u većem broju smatraju da su građani upoznati sa svojim pravima na zaštitu podataka o ličnosti.

Grafik 62. U kojoj meri biste rekli da su ljudi upoznati sa svojim pravima na zaštitu podataka o ličnosti? (zbir % odgovora 5 - Veoma su upoznati i 4 - Donekle su upoznati, prema socio-demografskim karakteristikama ispitanika)

7.1% 10.4% 9.6% 10.6% 8.4% 8.8% 7.3% 7.0% 8.7% 13.3% 8.0% 10.0% 9.8% 7.1% 8.4% 9.4% Ženski

Visoko

Vojvodina

Istočna Srbija Osnovno

Srednje

Beogradski 65+ Muški

Selo Grad 18-29

30-39

40-49

50-64

Šumadija i Zapadna Srbija region

Južna i

Kantar Serbia I TMG Insights 37 Kada je reč o privatnim kompanijama, 44,6% ispitanih nije sigurno da li građani mogu da ostvare svoja prava na zaštitu podataka o ličnosti, 35,3% njih smatra da ne mogu, dok je 20,1% mišljenja da mogu. Nema značajnih razlika u poređenju sa prethodni talasom.

Grafik 63. Kada je reč o PRIVATNIM KOMPANIJAMA, u kojoj meri smatrate da građani mogu da ostvare svoja prava na zaštitu podataka o ličnosti? (trend) Uopšte ne mogu 2 3 4 U potpunosti mogu

2023 12.9% 22.4% 44.6% 13.6% 6.4%

2020 15.0% 20.7% 43.6% 13.8% 6.9%

Žene (22,7%) u većoj meri od muškaraca (17,3%) smatraju da građani mogu da ostvare svoja prava na zaštitu podataka o ličnosti, kada je reč o privatnim kompanijama.

Građani koji smatraju da se prava na zaštitu podataka o ličnosti ne mogu ostvariti kada su u pitanju privatne kompanije, kao razlog za takav stav navode da nemaju poverenja u privatne kompanije (29,2%), a zatim mišljenje da kompanije imaju veliku moć (20,2%), zbog čega smatraju da je teško dokazati zloupotrebu podataka o ličnosti. Pored pomenutih, kao razloge građani navode i da ako neko želi da dobije neku uslugu ili posao mora dati lične podatke i ako to ne želi (8,7%), ali i da stanovništvo nije dovoljno informisano o svojim pravima (8,5%). Da je razlog to što prava nisu zakonski dovoljno regulisana smatra 7,7% ispitanih.

Grafik 64. Zašto mislite da građani ne mogu da ostvare svoja prava na zaštitu podataka o ličnosti, kada je reč o PRIVATNIM KOMPANIJAMA? (N=427) (kodirano na osnovu spontanih odgovora)

Nemam poverenja u privatne kompanije 29.2%

Kompanije imaju veliku moć 20.2% Morate dati lične podatke i ako ne želite da biste dobili 8.7% usluge/posao Stanovništvo nije dovoljno informisano o svojim pravima 8.5%

Prava nisu dovoljno zakonski regulisana 7.7%

Drugo 8.9%

Ne znam/Bez odgovora 16.6%

Više od trećine ispitanih (39,1%) navodi da nije sigurno u to da li građani mogu ostvariti svoja prava na zaštitu podataka o ličnosti kada su u pitanju državne institucije, 36,5% njih smatra da mogu, dok je 24,4% njih mišljenja da ne mogu ostvariti pomenuto. U poređenju sa prethodnim talasom nema značajnih razlika.

Grafik 65. Kada je reč o DRŽAVNIM INSTITUCIJAMA, u kojoj meri smatrate da građani mogu da ostvare svoja prava na zaštitu podataka o ličnosti? (trend)

Uopšte ne mogu 2 3 4 U potpunosti mogu

2023 9.8% 14.6% 39.1% 22.1% 14.4%

2020 9.7% 15.4% 38.3% 21.3% 15.3%

Kantar Serbia I TMG Insights 38 Rezultati prema socio-demografskim karakteristikama pokazuju da žene, najstariji građani (65+), oni sa završenom samo osnovnom školom i žitelji seoskih sredina u većoj meri veruju da građani mogu ostvariti svoja prava na zaštitu podataka o ličnosti kada je reč o državnim institucijama.

Grafik 66. Kada je reč o DRŽAVNIM INSTITUCIJAMA, u kojoj meri smatrate da građani mogu da ostvare svoja prava na zaštitu podataka o ličnosti? (zbir % odgovora 5 - U potpunosti mogu i 4 - Donekle mogu, prema socio-demografskim karakteristikama ispitanika)

39.4% 48.7% 42.8% 43.5% 41.9% 33.3% 37.2% 35.6% 28.3% 33.6% 32.4% 35.5% 35.2% 33.6% 33.0% 32.8% Ženski

Visoko

Vojvodina

Istočna Srbija Osnovno

Srednje

Beogradski 65+ Muški

Selo Grad 18-29

30-39

40-49

50-64

Šumadija i Zapadna Srbija region

Južna i Slično kao i kada je reč o privatnim kompanijama, građani koji smatraju da se prava na zaštitu podataka o ličnosti ne mogu ostvariti kada su u pitanju državne institucije, kao razloge za pomenuto najčešće navode to što nemaju poverenja u institucije (28,3%), kao i mišljenje da institucije imaju veliku moć (26,1%), zbog koje smatraju da je teško dokazati zloupotrebu podataka o ličnosti s njihove strane. Pored pomenutih kao razlog navodi se i taj da se podaci o ličnosti moraju dati, čak i ako se to ne želi, u zamenu za uslugu ili posao (10%), da prava nisu dovoljno zakonski regulisana (8,0%), ali i da stanovništvo nije dovoljno informisano o svojim pravima (5,8%). Da građani ne mogu ostvariti svoja prava jer nemaju kontrolu nad korišćenjem datih podataka smatra 4,7% ispitanih.

Grafik 67. Zašto mislite da građani ne mogu da ostvare svoja prava na zaštitu podataka o ličnosti, kada je reč o DRŽAVNIM INSTITUCIJAMA? (N=295) (kodirano na osnovu spontanih odgovora)

Nemam poverenja u institucije 28.3%

Institucije imaju veliku moć 26.1% Morate dati lične podatke i ako ne želite da biste dobili 10.0% usluge/posao Prava nisu dovoljno zakonski regulisana 8.0%

Stanovništvo nije dovoljno informisano o svojim pravima 5.8%

Građani nemaju kontrolu nad tim kako se koriste podaci 4.7%

Drugo 4.8%

Ne znam/Bez odgovora 12.3%

Kantar Serbia I TMG Insights 39 Pitali smo građane, u kojoj meri bi bili spremni da prihvate ograničenje njihovih prava na zaštitu podataka o ličnosti. Rezultati pokazuju da je i dalje najveći broj građana Srbije spreman da prihvati pomenuto ograničenje zbog svoje lične bezbednosti (69,5%), a zatim zbog svog zdravlja (68,3%). S druge strane, građani su najmanje spremni da njihovo pravo na zaštitu podataka o ličnosti bude ograničeno zbog neke finansijske koristi, kao što su popusti, kuponi, pokloni i slično (32,9%).

Grafik 68: U kojoj meri biste bili spremni da vaše pravo na zaštitu podataka o ličnosti bude ograničeno iz sledećih razloga? Uopšte ne bih bio spreman/na 2 3 4 U potpunosti bih bio spreman/na

Zbog lične bezbednosti 7.0% 5.9% 17.6% 20.0% 49.5%

Zbog svog zdravlja 6.5% 6.6% 18.5% 19.7% 48.6%

Zbog zdravlja drugih lica 7.6% 7.7% 25.0% 21.7% 38.0%

Zbog nacionalne bezbednosti 11.5% 7.2% 25.4% 19.4% 36.4%

Zbog zapošljavanja 11.3% 9.3% 31.2% 18.1% 30.1%

Zbog obrazovanja 12.3% 9.9% 32.9% 16.9% 28.0%

Zbog neke finansijske koristi (popust, kupon, 23.4% 12.4% 31.3% 13.0% 19.8% poklon i sl.)

U poređenju sa prethodnim talasom, u 2023. godini se smanjio broj građana koji bi bio spreman da njihovo pravo na zaštitu podataka o ličnosti bude ograničeno zbog obrazovanja (45%, u poređenju sa 50,8% u 2020. godini) i zbog neke finansijske koristi, kao što su popusti, kuponi, pokloni i slično (32,9%, u poređenju sa 37,8% u 2020. godini).

Grafik 69. U kojoj meri biste bili spremni da vaše pravo na zaštitu podataka o ličnosti bude ograničeno iz sledećih razloga? (zbir % 5-U potpunosti bih bio spreman/a i 4 - Donekle bih bio spreman/a), trend

Zbog lične bezbednosti 69.5% 72.0%

Zbog svog zdravlja 68.3% 71.3%

Zbog zdravlja drugih lica 59.7% 60.9%

55.8% 2023 Zbog nacionalne bezbednosti 56.9% 2020 Zbog zapošljavanja 47.7% 51.5%

Zbog obrazovanja 45.0% 50.8%

Zbog neke finansijske koristi (popust, 32.9% kupon, poklon i sl.) 37.8%

Rezultati prema socio-demografskim karakteristikama ispitanika pokazuju da su žene, u poređenju sa muškarcima, spremnije da prihvate da njihovo pravo na zaštitu podataka o ličnosti bude ograničeno zbog nacionalne bezbednosti. Na ograničenje svojih prava na zaštitu podataka o ličnosti zbog njihove lične, ali i nacionalne bezbednosti, zbog njihovog zdravlja i zdravlja drugih lica spremniji su i građani starosti 65 godina

Kantar Serbia I TMG Insights 40 i više. S druge strane, građani starosti do 49 godina su u većoj meri od starijih spremni da prihvate da njihovo pravo na zaštitu podaka o ličnosti bude ograničeno zbog obrazovanja, zaposlenja, ali i neke finansijske koristi. Građani sa osnovnim obrazovanjem, kao i žitelji seoskih sredina su spremniji da prihvate da njihovo pravo na zaštitu podataka o ličnosti bude ograničeno zbog njihove lične bezbednosti, zbog nacionalne bezbednosti, njihovog zdravlja, ali i i zdravlja drugih lica. Stanovnici Vojvodine, Šumadije i Zapadne Srbije i jugoistočne Srbije su spremniji, nego stanovnici Beograda, da prihvate da njihovo pravo na zaštitu podataka o ličnosti bude ograničeno zbog nacionalne bezbednosti (Tabela 6).

Tabela 6: U kojoj meri biste bili spremni da vaše pravo na zaštitu podataka o ličnosti bude ograničeno iz sledećih razloga? (zbir % 5-U potpunosti bih bio spreman/na i 4 – Donekle bih bio spreman/na, prema socio- demografskim karakteristikama ispitanika) TIP OBRAZOVANJE POL (%) GODINE (%) REGION (%) NASELJA (%) (%)

Šumadija i Zapadna Beogradski region

Južna i Istočna Vojvodina Osnovno

Srednje

Visoko Ženski Muški

Srbija

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+ Zbog lične 67.0 71.9 69.1 67.6 68.1 59.0 82.5 74.5 66.2 68.9 65.0 72.3 71.1 68.9 65.3 75.6 bezbednosti Zbog nacionalne 52.1 59.2 53.8 50.0 54.8 47.0 71.2 65.3 50.3 52.2 45.8 58.2 58.7 59.8 49.3 65.2 bezbednosti Zbog svog zdravlja 67.6 68.9 73.6 64.5 66.1 57.6 78.9 73.1 65.0 67.9 63.6 68.5 70.1 70.7 63.6 75.2 Zbog zdravlja 57.9 61.3 53.9 58.3 62.5 50.3 70.8 64.6 56.8 57.8 53.7 59.1 63.0 62.4 55.8 65.3 drugih lica Zbog obrazovanja 43.7 46.2 48.8 51.9 52.0 38.1 34.1 41.9 46.1 48.2 43.0 42.3 46.3 48.6 47.2 41.7 Zbog 45.6 49.6 50.5 60.4 55.7 40.1 32.5 43.6 48.7 53.2 41.9 47.5 48.8 52.6 50.8 43.1 zapošljavanja Zbog neke 31.7 33.9 37.5 32.6 40.3 32.5 20.8 33.8 31.9 34.1 29.3 33.7 32.0 36.8 35.0 29.8 finansijske koristi N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

Kao i u prošlom talasu, i u 2023 godini više od polovine ispitanih (55,7%) kada bi posumnjalo da neko neovlašćeno obrađuje njihove podatke o ličnosti najpre bi se obratilo policiji, 28,0% njih prvo bi se obratilo Povereniku za informacije od javnog značaja i zaštitu podataka o ličnosti, dok bi 5,8% njih kontaktiralo tužilaštvo.

Grafik 70. Ako biste mislili da neko neovlašćeno obrađuje vaše podatke o ličnosti da li i kome biste se najpre obratili? (trend)

55.7% Policiji 54.6%

Povereniku za informacije od javnog značaja i zaštitu 28.0% podataka o ličnosti 28.8% 2023 2020 5.8% Tužilaštvu 6.9%

10.5% Ne bih se nikome obratio 9.7%

Kantar Serbia I TMG Insights 41 Razlike prema socio-demografskim karakteristikama pokazuju da bi se policiji, u slučaju saznanja da neko neovlašćeno obrađuje njihove podatke, u većem broju obratili najstariji građani (65+), u poređenju sa onima od 30 do 64 godine, kao i oni sa završenom samo osnovnom školom i žitelji seoskih sredina. Tužilaštvo bi u većoj meri kontaktirali muškarci i žitelji ruralnih sredina. Povereniku za informacije od javnog značaja i zaštitu podataka o ličnosti bi se u većem broju obratili ispitanici starosti od 18 do 64 godina, visokoobrazovani, kao i žitelji urbanih sredina (Tabela 7).

Tabela 7: Ako biste mislili da neko neovlašćeno obrađuje vaše podatke o ličnosti, da li i kome biste se najpre obratili? (% prema socio-demografskim karakteristikama ispitanika) TIP OBRAZOVANJE POL (%) GODINE (%) REGION (%) NASELJA (%) (%)

Šumadija i Zapadna Beogradski region

Južna i Istočna Vojvodina Osnovno

Srednje

Visoko Ženski Muški

Srbija

Srbija 18-29

30-39

40-49

50-64

Grad

Selo 65+ Policiji 54.1 57.2 57.3 44.1 52.3 54.7 68.3 66.7 52.9 40.8 54.6 54.1 57.1 57.0 52.0 61.0 Tužilaštvu 8.2 3.6 7.9 7.3 3.9 4.8 5.9 6.8 5.4 4.7 4.5 6.7 8.0 3.2 4.5 7.6 Povereniku za informacije od javnog značaja i 25.4 30.4 27.3 39.9 36.7 28.4 8.7 11.9 32.7 48.2 30.6 30.1 23.2 28.9 33.8 19.6 zaštitu podataka o ličnosti Ne bih se nikome 12.3 8.8 7.5 8.7 7.1 12.1 17.2 14.6 9.0 6.3 10.3 9.1 11.7 10.9 9.6 11.8 obratio N 582 629 222 202 301 230 256 419 595 197 281 325 340 264 718 493 Napomena: Osenčena polja označavaju statistički značajne razlike između ispitanika na nivou značajnosti 0.05.

Ispitanici koji su videli ili čuli za kampanju „Neka ostane lično.“, u slučaju saznanja da neko neovlašćeno obrađuje njihove podatke, bi se najpre obratili Povereniku i to u značajno većem broju (48,9% naspram 26,0%). S druge strane, policiji bi se u značajno većem broju najpre obratili građani koji nisu videli ili čuli za kampanju (57,8%) u poređenju sa onima koji jesu (33,6%).

Grafik 71. Ako biste mislili da neko neovlašćeno obrađuje vaše podatke o ličnosti da li i kome biste se najpre obratili? (prema upoznatosti sa kampanjom „Neka ostane lično.“) Ispitanici koji su videli ili čuli za kampanju "Neka ostane lično." (N=107) Ispitanici koji nisu videli ili čuli za kampanju (N=1104)

33.6% Policiji 57.8%

Povereniku za informacije od javnog 48.9% značaja i zaštitu podataka o ličnosti 26.0%

10.2% Tužilaštvu 5.4%

7.2% Ne bih se nikome obratio 10.8%

Kantar Serbia I TMG Insights 42 Od 127 ispitanika koji su u ovom talasu naveli da se ne bi nikome obratili u slučaju da misle da neko neovlašćeno obrađuje njihove podatke o ličnosti, 44,5% to ne bi učinilo jer ne veruje u pozitivan ishod, 37,0% jer ne zna kako i kome, 7,0% zbog uverenja da proces dugo traje, dok 6,6% to ne bi učinilo jer smatra da je proces isuviše komplikovan. Iako nema značajnih razlika u poređenju sa prethodnim talasom, primetan je rast broja ispitanih koji se nikome ne bi obratili zbog toga što ne veruju u pozitivan ishod (Grafik 72).

Grafik 72. Zašto se ne biste nikome obratili? (trend)

Ne verujem u pozitivan ishod 44.5% 32.9%

Ne znam kako i kome 37.0% 36.7% 2023 (N=127) Proces dugo traje 7.0% 13.5% 2020 (N=117) Proces je isuviše komplikovan 6.6% 11.1%

Drugo 4.9% 5.8%

Slično kao i u prošlom talasu, svaki drugi građanin (52,1%) navodi da njegovi podaci o ličnosti do sada nisu bili ugroženi, 38,7% njih ne zna, odnosno nije sigurno u to da li su ili nisu, dok 9,2% navodi da su njihovi podaci o ličnosti bili ugroženi. Od 111 ispitanika čiji su podaci o ličnosti bili ugroženi, 47,6% njih se obratilo nekome tim povodom, dok 52,4% njih to nije učinilo. U ovom talasu značajno je porastao broj građana koji navodi da se obratio nekome povodom ugrožavanja svojih podataka o ličnosti, dok se procenat onih koji se nisu nikome obratili značajno smanjio.

Grafik 73. Molim vas, recite mi Grafik 74. Da li ste se obratili da li su do sada bili ugroženi nekome tim povodom? vaši podaci o ličnosti? 2023 (N=111) 2020 (N=141) 2023 2020

9.2% 47.6% Da Da, 11.6% jesam 28.7%

52.1% Ne 50.6% 52.4% Ne, Ne znam, nisam 38.7% nisam 71.3% siguran/na 37.9%

Od 53 ispitanika koji su se obratili nekome zbog ugrožavanja svojih podataka, najveći broj njih se obratio kompaniji ili instituciji koja je ugrozila njihova prava (63,1%). Povodom pomenutog policiju je kontaktiralo 39,1% njih, 34,4% se obratilo porodici, prijateljima ili kolegama, dok se 19,7% njih obratilo Povereniku za informacije od javnog značaja i zaštiti podataka o ličnosti (Grafik 75). Najveći broj onih koji su se obratili instituciji Poverenika za informacije od javnog značaja i zaštitu podatka o ličnosti (94,3%), iskustvo sa ovom institucijom ocenjuje pozitivno (Grafik 76).

Kantar Serbia I TMG Insights 43  Grafik 75. Kome ste se sve obratili? Grafik 76. Kako biste ocenili (MOGUĆE VIŠE ODGOVORA) vaše iskustvo sa institucijom 2023 (N=53) 2020 (N=41) Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti? (N=10, Kompaniji ili instituciji koja je ugrozila 63.1% mala baza) moja prava 60.9%

39.1% Veoma negativno Policiji 37.7% Uglavnom negativno Uglavnom pozitivno Porodici, prijateljima, kolegama 34.4% 33.9% Veoma pozitivno

Povereniku za informacije od javnog 19.7% značaja i zaštitu podataka o ličnosti 17.3% 5.7% 84.3% 10.0% Advokatu 13.9% 16.0%

Sudu 10.6% 7.6%

Medijima 1.3% 3.0%

Kada je reč o upoznatosti građana sa radom institucije Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti, rezultati su slični kao i u prošlom talasu. Nešto više od polovine ispitanika (52,4%) navodi da nije upoznato sa radom institucije Poverenika, 45,2% njih je donekle upoznato sa njenim radom, dok 2,4% navodi da je veoma upoznato sa radom pomenute institucije. Većina ispitanika koja je upoznata sa radom institucije Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti (78,4%) smatra da ova institucija može da obezbedi zaštitu podataka o ličnosti.

47,6% 78,4% građana je UPOZNATO SA RADOM građana koji su upoznati sa radom institucije POVERENIKA ZA institucije Poverenika smatra da ova INFORMACIJE OD JAVNOG ZNAČAJA I institucija MOŽE DA IM OBEZBEDI ZAŠTITU PODATAKA O LIČNOSTI ZAŠTITU PODATAKA O LIČNOSTI

Grafik 77. U kojoj meri ste upoznati sa radom institucije Poverenika za Grafik 78. Da li mislite da ova institucija informacije od javnog značaja i može da vam obezbedi zaštitu vaših zaštitu podataka o ličnosti? (trend) podataka o ličnosti? (trend)

2023 2020 Sigurno da može Verovatno da može Verovatno ne može Sigurno ne može 2.4% Da, veoma 2.8% 2023 2.8% 8.9% 69.5% 18.8% (N=577) 45.2% Da, donekle 2.6% 44.2% 2020 10.3% 68.3% 18.7% (N=572)

52.4% Ne, uopšte nisam 53.0%

Kantar Serbia I TMG Insights 44 Sa radom institucije Poverenika za informacije od javnog značaja i zaštitu podatka o ličnosti su upoznatiji građani mlađi od 65 godina, visokoobrazovani, žitelji gradskih sredina, kao i stanovnici Beograda u poređenju sa žiteljima Šumadije i Zapadne Srbije.

Grafik 79. U kojoj meri ste upoznati sa radom institucije Poverenika za informacije od javnog značaja i zaštitu podataka o ličnosti? (zbir % odgovora Da, veoma i Da, donekle, prema socio-demografskim karakteristikama ispitanika)

50.2% 45.2% 48.1% 53.5% 62.5% 46.7% 51.6% 67.7% 53.3% 48.6% 55.1% 40.8% 49.1% 36.7% 25.8% 32.5%

Vojvodina

Grad Osnovno

Visoko

Zapadna Srbija

Južna i Istočna Srednje Ženski

65+

Selo Muški

Beogradski region 18-29

30-39

40-49

50-64

Šumadija i

Srbija Žene i mladi starosti od 18 do 29 godina, koji su upoznati sa radom institucije Poverenika, u značajno većoj meri smatraju da ova institucija može da im obezbedi zaštitu njihovih podataka o ličnosti.

Grafik 80. Da li mislite da ova institucija može da vam obezbedi zaštitu vaših podataka o ličnosti? (zbir % odgovora Sigurno da može i Verovatno da može, prema socio- demografskim karakteristikama ispitanika)

93.4% 84.3% 82.6% 77.1% 81.5% 75.8% 79.1% 72.7% 76.4% 74.1% 72.6% 79.4% 75.4% 81.0% 78.2% 79.0% Ženski

Osnovno

Vojvodina

Južna i Istočna Srednje 65+ Muški

Visoko

Selo Grad Beogradski region

Zapadna Srbija 18-29

30-39

40-49

50-64

Šumadija i

Srbija

Sa radom Poverenika u značajno većoj meri su upoznati i građani koji su videli ili čuli za kampanju „Neka ostane lično.“ u poređenju sa onima koji nisu (Grafik 81). Takođe, ispitanici koji su videli ili čuli za kampanju, a koji su upoznati sa radom institucije Poverenika, u značajno većem broju, navode da ova institucija može da im obezbedi zaštitu njihovih podataka o ličnosti (Grafik 82).

Kantar Serbia I TMG Insights 45  Grafik 81. U kojoj meri ste upoznati sa Grafik 82. Da li mislite da ova institucija radom institucije Poverenika za može da vam obezbedi zaštitu vaših informacije od javnog značaja i zaštitu podataka o ličnosti? (zbir % odgovora podataka o ličnosti? (zbir % odgovora Sigurno da može i Verovatno da može, Da, veoma i Da, donekle, prema prema upoznatosti sa kampanjom „Neka upoznatosti sa kampanjom „Neka ostane ostane lično.“), ISPITANICI KOJI SU lično.“) UPOZNATI SA RADOM POVERENIKA Ispitanici koji su videli ili čuli za kampanju "Neka ostane Ispitanici koji su videli ili čuli za kampanju "Neka ostane lično." (N=107) lično." (N=95) Ispitanici koji nisu videli ili čuli za kampanju (N=1104) Ispitanici koji nisu videli ili čuli za kampanju (N=482)

88.5% 87.0%

43.6% 76.7%

Kantar Serbia I TMG Insights 46