The paper presents the results of an empirical research on the topic of personal data awareness, conducted through a survey of a representative sample of the Italian population. Considering five self-perceived levels of digital competence, we investigate the perception of digital footprints people leave online, how they act when apps and platforms demand to share personal data, and whether they are concerned about privacy issues. We discuss these topics and the research data in the light of theoretical frameworks regarding the emerging forms of new digital inequalities, which are broadening to include the awareness gaps, among different users, about how apps and online platforms collect and use personal data. [ABSTRACT FROM AUTHOR]