UK consumers are most sceptical of social media and apps when it comes to their personal data security, according to EY’s latest Technology, Media and Telecommunications (TMT) research.

The research was based on a survey of 2,500 customers and when asked which types of company would best keep your personal data secure, only 2% responded with mobile app providers.

A further 3% of respondents felt they could trust social media platforms.

Alternatively broadband providers came out top, with 28% of respondents confident in their data protection abilities.

Despite the recent GDPR regulation, almost half (41%) of respondents believed it impossible to ever secure personal data online.

Adrian Baschnonga, Global Lead Telecommunications Analyst, EY said: “Trust in security and data protection is at an all-time low despite the recent shakeup in data protection regulations through GDPR.

“A huge number of us are taking to digital platforms to share and engage in a range of experiences.

“Unfortunately, many of us seem resigned to accepting hacking and data loss as inevitable.”

The survey also looked at the gap between awareness and usage of data protection measures, with only half of consumers updating their anti-virus software and 40% changing regularly changing their passwords.

Baschnonga added: “Consumers are becoming increasingly lax when it comes to data security by failing to get their digital house in order.

“Many of these data protection measures are relatively simple and you are effectively leaving your front door ajar by failing to take these precautions.”

“Digital platforms and providers on the whole need to up their game and put trust at the heart of all customer interactions.”