Personalisation Versus Privacy
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Transcript of Personalisation Versus Privacy
© Ipsos MORI / King’s College London
Personalisation versus privacy
#KingsIpsosMORI
Bobby Duffy Director, Ipsos MORI Social Research Institute,
Visiting Senior Fellow, King’s College London
© Ipsos MORI / King’s College London
Not new area of study, but still an emergent issue…
“All are endorsing that key data should be released
back to consumers… This is the way the world is going
and the UK is currently leading the charge.”
Launch of midata initiative
“Data and information sovereignty is
the next big consumer issue”
Demos 2012
“Far from being a quaint 20th Century idea… the
latent demand for privacy has never been greater”
Deloitte Data Nation 2013
“Personal data represents an emerging asset
class, potentially every bit as valuable as other
assets such as traded goods, gold or oil”
World Economic Forum 2012
© Ipsos MORI / King’s College London
What previous studies have told us…
Source: Westin 1991 and Harris Interactive 2003, and Demos 2012
• 70-90% concerned with use of their (online) information…
• But it’s not uniform - segments of population:
• Depends on situation, and is moderated by trust: and trust
encouraged by previous experience, brand and transparency
26%
64%
10%
Privacy
fundamentalists
Privacy pragmatists
Privacy
unconcerned
30%
22% 20%
19%
8%
Enthusiastic sharers
Value hunters Non-sharers
Pragmatists Sceptics
© Ipsos MORI / King’s College London
Whatever you do…
Base: 1,036 British adults 15+, 30 March – 5 April 2012 Source: Deloitte/Ipsos MORI
If you found out
a company you
are a customer
with was doing
any of the
following, which
if any, would
make you
seriously
consider not
using this
company
again?
70%
56%
53%
51%
49%
40%
Failing to keep safe or losing my personal data
Selling anonymous data about customers to othercompanies
Exploiting overseas workers
Charging higher prices than competitors
Damaging the environment
Paying senior executives a large bonus/salary
Failing to keep safe or losing my
personal data
Selling anonymous data about
customers to other companies
Charging higher prices than
competitors
Damaging the environment
Paying senior executives a large
bonus/salary
Exploiting overseas workers
© Ipsos MORI / King’s College London
New
international
study…
© Ipsos MORI / King’s College London
The survey
*Some questions not asked in China
• 20 countries*
• Using Ipsos’ Global @dvisor online panel: representative of more affluent,
connected population in developing countries
• Only includes those aged 16-64, 16,000 interviews in total, fieldwork October 1st
and October 15th 2013
© Ipsos MORI / King’s College London
46%
44%
38%
37%
33%
26%
25%
23%
23%
21%
20%
19%
19%
11%
29%
32%
24%
46%
41%
52%
57%
62%
62%
59%
60%
60%
68%
69%
India
Brazil
China
Italy
Russia
Total
the US
Great Britain
Spain
Canada
Australia
Germany
France
Sweden
1
2
3
4
5
6
8
7
9
T
10
11
12
13
Overall trade-off on online privacy/personalisation
– clear hierarchy between countries…
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
Which comes
closest to your
own opinion…
A. I am happy sharing
information about
online activities so that I
get personalised
services/relevant
recommendations
B. I would rather keep
information and online
activities private even if
I do not get
personalised services
and relevant
recommendations
Agree more with:
A
B
© Ipsos MORI / King’s College London
Number of other
hierarchies in
concerns…
© Ipsos MORI / King’s College London
How information used – benefits and safeguards
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
0%
10%
20%
30%
40%
50%
60%
70%
I don't mind companies using informationabout me provided automatically when I goonline such as my location and what I havebeen browsing online
I am comfortable providing information aboutmyself to companies who are online in returnfor personalised services and products
I don't mind companies using informationcollected about me as long as it'sanonymised and can't be linked back to me
using information about
me such as my location
and what I have been
browsing
making profits from using
information about me if it
benefits me too
using information
collected about me as
long as it's anonymised
and can't be linked back
to me
Don’t mind/am comfortable/happy with companies…
© Ipsos MORI / King’s College London
24%
17%
29%
31%
14%
12%
A website recommending products you mightbe interested in based on your past purchases
A website making recommendations aboutproducts you might be interested in based on
things you have looked at on their site
A website making recommendations aboutproducts you might be interested in based onthings you have looked at on other websites
A website making recommendations aboutproducts you might be interested in based on
the location of your mobile phone/you
30%
32%
29%
31%
A website recommending products you mightbe interested in based on your past purchases
A website making recommendations aboutproducts you might be interested in based on
things you have looked at on their site
A website making recommendations aboutproducts you might be interested in based onthings you have looked at on other websites
A website making recommendations aboutproducts you might be interested in based on
the location of your mobile phone/you
24%
17%
29%
31%
14%
A website recommending products you mightbe interested in based on your past purchases
A website making recommendations aboutproducts you might be interested in based on
things you have looked at on their site
A website making recommendations aboutproducts you might be interested in based onthings you have looked at on other websites
A website making recommendations aboutproducts you might be interested in based on
the location of your mobile phone/you
Hierarchy in type of information and activities
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
We are now
going to show
you some
different
scenarios
about how
information is
used…
a website…
Global
Total
Great
Britain
…recommending products
based on your past purchases
…making recommendations
based on things you have
looked at on their site
…making recommendations
based on things you have
looked at on other websites
…making recommendations
based on the location of your
mobile phone/you
% Happy for information to be used
© Ipsos MORI / King’s College London
Hierarchy in types of organisation…
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
To what
extent, if at all,
do you
personally
trust the
following to
use the
information
they have
about you in
the right way?
Global
Total
Great
Britain
45%
45%
33%
32%
38%
31%
31%
25%
20%
19%
15%
41%
34%
31%
31%
28%
24%
17%
17%
12%
11%
10%
Public sector healthcare providers
Banks
Your national government
Supermarkets
Private sector healthcare providers
Credit card companies
Insurance companies
Telecommunications companies
Social media sites
Media companies
Foreign governments
% Great deal / Fair amount
© Ipsos MORI / King’s College London
But no one view
– and number of
contradictions…
© Ipsos MORI / King’s College London
Inconsistency in stated attitudes – many quite
explainable…
71% of those who are happy to share personal
information with companies and brands that they like are
concerned about how information collected about them is
being used by companies
34% of those who say comfortable providing information
for recommendations have been irritated by
recommendations…
38% of those who say not concerned about privacy
online say they do mind companies using information
about them…
© Ipsos MORI / King’s College London
45%
34%
46%
52%
Total
Great Britain
Contradictions between attitudes and what we do…
…nearly half say willing to pay for extra privacy…
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
I am willing
to pay
extra for a
service or
product to
keep my
details
private
Agree
Disagree
© Ipsos MORI / King’s College London
23%
23%
77%
77%
Total
Great Britain
…but less than a quarter have increased the privacy
settings on their computer…
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
Increased
privacy
settings on
browser
Agree
Disagree
In Britain, 74%
of those who
say willing to
pay haven’t
increased their
privacy settings
© Ipsos MORI / King’s College London
71%
69%
67%
67%
66%
66%
63%
62%
59%
58%
57%
55%
53%
53%
26%
26%
28%
29%
28%
32%
33%
34%
37%
38%
36%
41%
40%
43%
Canada
Australia
Great Britain
Italy
China
France
Total
the US
Germany
Russia
Sweden
Spain
Brazil
India
1
2
3
4
5
6
8
7
9
T
10
11
12
13
How many really fully read terms and conditions?
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
I often don't
bother fully
reading
terms and
conditions on
a website
before
accepting
them
Agree
Disagree
© Ipsos MORI / King’s College London
Evidence suggests otherwise…
$1000 reward in EULA: 3000 downloads and
4 months before first person claimed (0.03%)
“Immortal soul clause”: 88% signed up
© Ipsos MORI / King’s College London
Is it any wonder?
Source: Which, 2012; Skandia, 2011
58%
12%
“Would rather read…
© Ipsos MORI / King’s College London
Concerns about
surveillance sets a
tone…
…although only 20%
say it’s a top reason
for increased
privacy concerns
© Ipsos MORI / King’s College London
Four types
of activity
Trying to unpick views of government surveillance…
0 - completely
unacceptable
1
2
3
4
5
6
7
8
9
10 - completely
acceptable
Two
scenarios
A real/immediate threat of terrorist attack
Combat crime
Two target
groups
You personally
Anyone (impersonal)
© Ipsos MORI / King’s College London
45%
45%
46%
40%
41%
41%
40%
35%
Phone calls
Texts
Internet
Anyone’s
47%
46%
45%
41%
41%
40%
39%
37%
Phone calls
Texts
Internet
Your
Looking first at CRIME…
Base: 1,001 GB Adults, online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
Please indicate
how acceptable
or not you would
find it if the
government in
COUNTRY was
allowed to do the
following things
to combat
crime without
their/your
consent?
Monitor….
% saying completely unacceptable
Global
Total
Great
Britain
© Ipsos MORI / King’s College London
Anyone’s
24%
24%
25%
22%
18%
18%
18%
18%
Phone calls
Texts
Internet
Your
51%
51%
49%
44%
39%
39%
38%
36%
Phone calls
Texts
Internet
When asking about a TERRORIST THREAT…
Base: 1,001 GB Adults, online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
Please indicate
how acceptable or
not you would find
it if the government
in COUNTRY was
allowed to do the
following things to
deal with a real
and immediate
threat of a
terrorist attack
without their/your
consent?
Monitor…
% saying completely unacceptable
Global
Total
Great
Britain
© Ipsos MORI / King’s College London
Conclusions
“…people are fearful of sharing their data largely because companies and
government haven’t been good at clearly explaining how they use it.”
The Data Dialogue, Demos 2012
“When asked, we tend not to want our personal information to be used and
manipulated without our consent, the chance to correct it or to limit its
accessibility; yet every day we make decisions and choices that suggest we
ultimately don’t care or know enough.”
Demos 2008
Suspicion and concern high, knowledge and action low – and concern
increases for many as told more: transparency needs to increase, but weak
incentive to be first mover, and unpredictable implications for trust
Smart defaults – use what we know about people to default into more
appropriate options (incl. “personalising privacy”) – will concern some…
More positively…
© Ipsos MORI / King’s College London
People see the potential in “smart disclosure”…
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted. Source: Ipsos Global Trends Survey
Agree
Disagree
71%
74%
22%
17%
Total
Great Britain
I would like to
have access to the
data that
companies hold
about me, as it
could really help
me make better
decisions – for
example about
how I spend my
money