"Worriless Weathercocks"
24% of Flemish people belong to the profile of the Worriless Weathercock. They are a bit more reserved in terms of technology and do not consider themselves technology-skilled, but they do not avoid digitalization. The Worriless Weathercocks are not particularly concerned with data privacy and take little action to protect their privacy. Perhaps they have already consciously resigned themselves to the idea that their data is being exploited in the current economy.
Worriless Weathercocks remain their carefree selves when it comes to sharing data. They adopt an opportunistic approach to personal data vaults. There is less of a clear reason for them to adopt data vaults because they do not care about the things that personal data safes want to improve. But overall, the broad idea is given the benefit of the doubt.
"Promiscuous Passionates"
28% of Flemish people belong to the profile of the Promiscuous Passionate. They feel very much at home in the digital world and embrace new technologies. The Promiscuous Passionate is less concerned about online privacy. They are passionate data sharers who are less inhibited by distrust in large internet companies. They feel skilled and confident online.
Promiscuous Passionates are the most positive about personal data vaults and are ready to adopt and use them. They recognize the privacy & control gains and see them as 'nice to have'. They are also curious about how personal data vaults can make their lives easier and about what innovative solutions can be achieved with them.
"Privacy Pioneers"
25% of Flemish people belong to the Privacy Pioneer profile. These have a generally positive attitude towards technology and welcome innovation. This profile is concerned about online privacy and is convinced that privacy should be legally protected and that organizations should be made accountable for the use of personal data. The Privacy Pioneer takes action to protect privacy, such as using a VPN or surfing in 'incognito' mode.
This profile shows a high willingness to share data but also considers the possible consequences of doing so. They seek more insight and control into how personal data is used.
Privacy Pioneers are very positive about personal data vaults and want to start using them. Their main motivation is the extra control that personal data vaults could offer them.
"Suspicious Stragglers"
23% of Flemish people belong to the profile of the Suspicious Straggler. They identify themselves less with digitalization and technology and generally feel less technology-savvy. The Suspicious Stragglers are suspicious of digital developments and are concerned about their privacy. This profile tries to protect their privacy, but that is not always easy. They feel somewhat insecure and powerless in the face of contemporary data practices.
Within the Suspicious Stragglers group, there is also the belief that few measures can be taken to make them more comfortable with sharing data. Personal data vaults do not seem to convince them. After all, for them, this is yet another complicated technological change in which they do not believe.