Personalisation Versus Privacy

25
© 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

description

These slides were presented at the Personalisation versus privacy event held by Ipsos MORI and King's college London, 11th February 2014. Full poll: http://www.ipsos-mori.com/researchpublications/researcharchive/3342/Three-in-four-Britons-are-worried-about-companies-collecting-information-about-them.aspx

Transcript of Personalisation Versus Privacy

Page 1: 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

Page 2: Personalisation Versus Privacy

© 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

Page 3: Personalisation Versus Privacy

© 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

Page 4: Personalisation Versus Privacy

© 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

Page 5: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

New

international

study…

Page 6: Personalisation Versus Privacy

© 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

Page 7: Personalisation Versus Privacy

© 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

Page 8: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

Number of other

hierarchies in

concerns…

Page 9: Personalisation Versus Privacy

© 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…

Page 10: Personalisation Versus Privacy

© 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

Page 11: Personalisation Versus Privacy

© 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

Page 12: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

But no one view

– and number of

contradictions…

Page 13: Personalisation Versus Privacy

© 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…

Page 14: Personalisation Versus Privacy

© 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

Page 15: Personalisation Versus Privacy

© 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

Page 16: Personalisation Versus Privacy

© 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

Page 17: Personalisation Versus Privacy

© 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

Page 18: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

Is it any wonder?

Source: Which, 2012; Skandia, 2011

58%

12%

“Would rather read…

Page 19: Personalisation Versus Privacy

© 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

Page 20: Personalisation Versus Privacy

© 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)

Page 21: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

45%

45%

46%

40%

41%

41%

40%

35%

Phone calls

Texts

Email

Internet

Anyone’s

47%

46%

45%

41%

41%

40%

39%

37%

Phone calls

Texts

Email

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

Page 22: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

Anyone’s

24%

24%

25%

22%

18%

18%

18%

18%

Phone calls

Texts

Email

Internet

Your

51%

51%

49%

44%

39%

39%

38%

36%

Phone calls

Texts

Email

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

Page 23: Personalisation Versus Privacy

© 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…

Page 24: Personalisation Versus Privacy

© 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

Page 25: Personalisation Versus Privacy

© Ipsos MORI / King’s College London

[email protected]

@BobbyIpsosMORI

Thank you