Digital Trends 2014
The Right To Anonymity
Kelly Jones
Consumer Insights
Microsoft, Marketing Solutions
45

early adopters

8,000

online consumers

USA
Sweden
Brazil

Russia
China
UK

Germany
Czech Republic
‘We’re now at a point where we’re only
just understanding the implications
of living our lives online.’
Dave Coplin, chief...
Right to
Anonymity
Consumers are deleting
any personal data they can
to preserve anonymity.

Why it’s
happening
The more t...
Right to Anonymity
Topline Data

36%

of us want all information we share
online to be automatically
removed after a speci...
‘I am currently able to manage my digital identity (all of
the information that exists about me online) by removing
inform...
Key takeaways
• Create ‘whole brain’ experiences that
align the logical with the emotive
• Give consumers more control ove...
“Digital Trends 2014: The Right to Anonymity”
“Digital Trends 2014: The Right to Anonymity”
“Digital Trends 2014: The Right to Anonymity”
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“Digital Trends 2014: The Right to Anonymity”

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“Digital Trends 2014: The Right to Anonymity”

  1. 1. Digital Trends 2014 The Right To Anonymity Kelly Jones Consumer Insights Microsoft, Marketing Solutions
  2. 2. 45 early adopters 8,000 online consumers USA Sweden Brazil Russia China UK Germany Czech Republic
  3. 3. ‘We’re now at a point where we’re only just understanding the implications of living our lives online.’ Dave Coplin, chief envisioning officer, Microsoft UK
  4. 4. Right to Anonymity Consumers are deleting any personal data they can to preserve anonymity. Why it’s happening The more time we spend online, the more we consider our digital legacy. It’s the permanent memory that is making us anxious. The future Permanent digital footprints won’t exist.
  5. 5. Right to Anonymity Topline Data 36% of us want all information we share online to be automatically removed after a specified time. 65% of us are more likely to buy from you if you allow us to update our privacy settings. Source: Microsoft Digital Trends. Base Size: N = 8,055 Collected over a 6-month period.
  6. 6. ‘I am currently able to manage my digital identity (all of the information that exists about me online) by removing information from the internet after it is posted.’ 54% 42% Global 18-24 51% 25-34 47% 35-44 Column3 37% 34% 31% 45-54 55-64 65+
  7. 7. Key takeaways • Create ‘whole brain’ experiences that align the logical with the emotive • Give consumers more control over their data and they’ll give you more engagement • Leverage technology to respond to consumer intent. Recognize opportunities to create serendipitous experiences • Enable influencers to create their own versions through curated content and experiences • Find your niche and enter conversations around it • Move faster to future-proof your strategy… many of these trends are manifesting today

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