The document discusses digital trends related to consumer anonymity and privacy online. It summarizes research from a survey of over 8,000 online consumers in several countries. The research found that 36% want personal information automatically removed after a set time and 65% are more likely to buy from companies that allow easy privacy controls. It also notes that over half of global online users, especially younger ones, do not feel they can currently manage the personal information available about them on the internet. The document provides recommendations for companies to give consumers more control over their data and respond to desires for anonymity and serendipity online.

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

2. 45
early adopters
8,000
online consumers
USA
Sweden
Brazil
Russia
China
UK
Germany
Czech Republic

4. ‘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

5. 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.

6. 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.

8. ‘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+

9. 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