Millions of Brits are dangerously unprepared for a dark web data breach, new research shows, with most admitting they have no idea how to respond when their personal details inevitably surface.

Polling 1,000 UK adults, cybersec firm Bridewell found that nearly three-quarters (72%) wouldn’t know how to react if their details were exposed or sold on the dark web, despite 81% keeping some form of personal data online, whether on a device, in cloud storage, or an app.

Bridewell found that the most commonly stored online data includes full names and birth dates (26%), social media credentials (23%), and bank card details (22%), while younger adults, those aged 25 to 35, are also prone to saving employer-related information like payroll IDs (26%).

Storing bank details or passwords across websites and apps makes life and online shopping easier, but the sensitive nature of these details makes them a prime target for cybercriminals. 

The data shows that while names, date of birth, credit reports and social security or national insurance numbers are sold for as little as £5, while credit card details fetch around £8, other information can earn attackers far more.

A working Netflix subscription could cost £19 on the dark web, for example, but a credit card with a balance of more than £5,000 might sell for as much as £89, while verified PayPal credentials could cost a little over £70.

Bridewell warned that while much of this stolen data is often sold in bulk and repeatedly traded for steady criminal profit, high-value assets like verified PayPal accounts or crypto wallets fetch these premium prices because they let attackers cash out faster.

Given that, practising cyber hygiene is now a critical defence against identity theft and fraud, but the study found stark knowledge gaps, with older generations and Millennials standing out as the least prepared to handle a dark web data breach. 

Half (50%) of those aged 35 and over reported they were not confident of their cyber preparedness, though those under 25 didn’t fare much better, with around a third (32%) admitting the same. Gen Z, meanwhile, showed greater digital resilience, with 46% claiming they’d know how to act if their personal data were leaked online.

Recommended reading

• Surge in Darknet Activity Ahead of 2024 US Election
• Report: Phishing Clicks Surged 190% in 2024
• How Worried Are Brits About AI-Fuelled Phishing?
  

“As digital life becomes more integrated into daily routines, we must not lose sight of the risks involved in sharing and storing personal data online,” said Anthony Young, Bridewell CEO.

“Our survey highlights the urgent need to raise awareness and educate individuals on how to respond if cybercriminals compromise their data.”

The firm recommended regularly using reputable breach-check tools, such as Have I Been Pwned, or checking Google’s Dark Web Report to see if email details or credentials have appeared in known data breaches.

If users are worried about a breach, it’s vital to follow best practice by immediately updating passwords, ideally using randomly generated passwords with no personal information, and setting up both a password manager and 2FA.