A global social media movement encouraging people to scrap their Facebook accounts appears to be gaining traction with the results of new research showing that a quarter of members have deleted or changed their settings in response to recent scandals.
The study, conducted by Pureprofile, found that Britain led the way in account deactivations with 14% ending their membership, ahead of comparable figures from Australia (12%), the United States (10%) and New Zealand (9%).
Many more have opted to change the personal data settings on their account, mindful of data sharing scandals such as the Cambridge Analytica episode, with New Zealand leading the way in this regard with 17% proactively protecting their own security.
The country was closely followed by the US, UK and Australia on 16%, 15% and 14% respectively.
Facebook hasn’t made life easy for anyone considering amending their settings, however, with the majority of people polled reporting that the firms explanation of what personal data is being shared to be either somewhat or very difficult to understand, a figure which ranges from as high as 66% in Australia to 48% in the US.
A total of 3,643 respondents were surveyed for four days from 24 May by Pureprofile to arrive at these conclusions.
In recent months the campaign has secured some high-profile support, not least from Tesla and SpaceX founder Elon Musk.