How concerned is the public about the privacy of their personal information? Has their concern changed over the past two years in light of recent privacy breaches? Previous research by J.D. Power and SSI in 2012 revealed cohort differences in personal data sharing, with older generations engaging in less online behavior and having more serious concerns about consumer privacy. Overall in the US, 68% of people agreed or strongly agreed that existing laws and organizational practices provided a reasonable level of protection for consumer privacy, however 81% of respondents also felt that consumers had lost control over their personal information and its collection/use by companies.
As privacy issues continue to be at the forefront of consumer’s minds, does this translate into higher percentages of respondents in 2014 that believe current laws are not sufficient to protect consumer information and that control over their personal information has continued to degrade? And, perhaps most importantly, how do these perceptions over privacy impact actual consumer behavior (if at all)? This presentation will focus on changes over time in privacy perceptions, differences among markets, and the relationship between consumers with higher levels of privacy concern and their attitudes and behaviors (e.g. providing false information, setting profile to private). Most importantly, the presentation addresses how this may directly impact market researchers- such as a consumer’s willingness to participate in surveys due to privacy concerns.
US Consumer Privacy Bill of Rights in 2012 (might explain some of the increase in laws practices OK)
Shopping Research: out of 6. Books (Did you use the Internet in ANY way to help you shop (e.g., research products, prices, etc.) for any of the following?)
Clothing, shoes or jewelry (Did you use the Internet in ANY way to help you shop (e.g., research products, prices, etc.) for any of the following?)
Electronics or computers (Did you use the Internet in ANY way to help you shop (e.g., research products, prices, etc.) for any of the following?)
New cars or trucks (Did you use the Internet in ANY way to help you shop (e.g., research products, prices, etc.) for any of the following?)
Movies, music or games (Did you use the Internet in ANY way to help you shop (e.g., research products, prices, etc.) for any of the following?)
Travel (e.g., airlines, hotels, etc.) (Did you use the Internet in ANY way to help you shop (e.g., research products, prices, etc.) for any of the following?)
Books (Did you use any online information (websites and/or apps) on a computer, tablet or smartphone to help you shop (e.g., research products, prices etc.) for any of the following?)
Clothing, shoes or jewelry (Did you use any online information (websites and/or apps) on a computer, tablet or smartphone to help you shop (e.g., research products, prices etc.) for any of the following?)
Electronics or computers (Did you use any online information (websites and/or apps) on a computer, tablet or smartphone to help you shop (e.g., research products, prices etc.) for any of the following?)
New cars or trucks (Did you use any online information (websites and/or apps) on a computer, tablet or smartphone to help you shop (e.g., research products, prices etc.) for any of the following?)
Movies, music or games (Did you use any online information (websites and/or apps) on a computer, tablet or smartphone to help you shop (e.g., research products, prices etc.) for any of the following?)
Travel (e.g., airlines, hotels, etc.) (Did you use any online information (websites and/or apps) on a computer, tablet or smartphone to help you shop (e.g., research products, prices etc.) for any of the following? ) Online Participation: out of 12. Sum of Thinking about your online habits, which of the following types of sites or social networks do you currently participate in?) Social Networking Sites (e.g. FB, Google+, Linked In) Blogs, either personal or corporate Photo sharing sites like Flickr Video sharing sites like YouTube Shopping sites like Groupon Locatino sharing like Foursquare Rating/Review sites like Yelp! And Trip Advisor Bookmarking/tagging sites like Delicious Message boards email clients (yahoo, gmail, etc.) messaging apps like WeChat or iMessage
Note no real difference between those with high and low concern on giving False Info. Might be a generation influence. Gen Y least concerned, but also most likely to
False info- Lots of reasons why people might provide it that is why no real difference here. Call out Regret posting- reverse coded.
On average people provide 2 types of false information.
Likely seeing an interaction by age. Younger Cohorts least concerned about privacy so when look at low and high privacy against false info as a behavior it makes them fairly even.
33% Gen Y, 36% Gen X, 40% Boomer, 46% Pre-Boomer
Lot of data- challenges to access b/c of privacy
If continue to increase, impact survey taking and access to other customer related data
Where does the insight community fit into this?
Voice of consumer
Trust, experience, confidentiality, transparency