A comprehensive study of Brits' usage of and attitudes to digital media, conducted annually by telecoms watchdog Ofcom, suggests there is growing concern among web and app users about the privacy of their personal data.
According to the research, three in ten (28%) of those who use apps now have concerns, compared to two in ten (20%) in 2013 - with security/fraud or privacy (20%) being the most common concern.
The researchers also found evidence of what they dub "added caution" among Internet users when it comes to sharing personal information online over the past 10 years.
With digital privacy and security issues increasingly in the media spotlight, thanks to the 2013 Snowden revelations disclosing the extent of government mass surveillance programs - which in turn has led more companies to seek to properly lock down user data via strong encryption (and very public spats such as the recent Apple vs FBI case) - it is arguably becoming harder for web users to be ignorant of data security concerns.
Hence, perhaps, indications that even the famously laissez-faire Brits are becoming a bit more concerned about murky goings on with their data.
Whatever the cause of Brits' growing concerns there's little doubt that security and privacy are areas ripe for startup innovation - thanks to a growing appetite for users to under- rather than over-share. No wonder Facebook is worried.