report, which surveyed more than 5,000 people, revealed high levels of discomfort with sharing data. While 27% said they were comfortable with supermarket loyalty schemes, only 10% were comfortable with Gmail scanning email content for the purposes of targeted advertising.

However, the research found that attitudes towards sharing change when people are given more control in choosing what data is shared, and when the benefit of sharing that data is made clear to them.

Nearly three-quarters (73%) of consumers said they would be reassured if they were able to withdraw data on request, 70% if they could see what personal information was being held, and 66% if they had an online dashboard to control data.

"In order for the UK to realise the potential in the use of customer data, for the benefit of consumers themselves, there needs to be a certain level of trust established and a fair value exchange realised," said O2's Dunne.

"There needs to be a unified push on transparency. Otherwise there will always remain confusion and concern amongst the public about inconsistent practices and standards."