Understanding Consumer Perspectives on Smart Data Use Cases
The PSC has launched the nation's first survey to understand consumers perspectives on Smart Data, including preferred use cases, attitudes to data sharing, and differences across demographics.
Smart Data has the potential to turbocharge competition, innovation and consumer empowerment across the UK economy - evidenced by the success of Open Banking, as well as recent research by the Department for Business & Trade and The PSC into the potential economic benefits of Smart Data in other sectors. The Data Use and Access Act has created the regulatory framework for new Smart Data schemes to be established & momentum is building rapidly; the Department of Energy Security & Net Zero has already launched a Call for Evidence on Smart Data in retail energy, and the Department of Science, Innovation & Technology has done the same in digital markets.
User-centred design and the citizen voice are central to The PSC’s work, and so we’ve sought to contribute to this momentum by launching the nation’s first Smart Data use case consumer survey. Drawing on a nationally representative survey of 500 consumers, it explores which Smart Data-enabled services people value most, what types of data they are willing to share, and how preferences differ by age, income, and digital confidence.
Key findings
Strong appetite across sectors: Consumers show broad enthusiasm for Smart Data services, with at least 76% of respondents finding every use case at least slightly valuable.
Top drivers of interest: Utilities switching, retail rewards, and personal finance dashboards are the highest-rated use cases.
Trust and data sensitivity: While consumers are more comfortable with sharing energy and retail data, financial and location data remain sensitive. This “value–consent gap” highlights the need for clear trust frameworks and transparent governance.
Demographic divides: Younger, higher-income, and digitally confident consumers are most enthusiastic about Smart Data and more willing to share data. Other groups show a little more caution but can remain open to being engaged through reassurance and inclusive design.
Market potential: Around 28% of consumers are “likely adopters” ready to use Smart Data services today, with over 60% open to participation if trust and clarity improve. With over a quarter of citizens raring to go, and many others not far behind, Britain is more than ready to welcome a new era of data-enabled customer innovations!
What comes next?
To continue driving forward the Smart Data economy, the UK government should:
- Prioritise delivery in high-value sectors such as finance, energy, and retail.
- Focus on cost-saving and control-oriented use cases that resonate with the public.
- Build public trust through transparent, consumer-centric data governance.
- Ensure inclusivity by engaging groups currently less confident or connected.
The PSC are experts in Smart Data and excited to support government and industry to capitalise on this opportunity in a way which maximises citizen benefit.
Download the full report
Click below to download our full report. If you’d like to discuss anything in the report or find out more about Smart Data, get in touch with josh.myers@thepsc.co.uk.
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