Personalisation Versus Privacy

Personalisation
versus
privacy

Bobby Duffy
Director, Ipsos MORI Social Research Institute,
Visiting Senior Fellow, King’s College London
© Ipsos MORI / King’s College London

#KingsIpsosMORI

Not new area of study, but still an emergent issue…
“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
“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

What previous studies have told us…
• 70-90% concerned with use of their (online) information…
• But it’s not uniform - segments of population:
Privacy
unconcerned

Privacy
fundamentalists

10%

Enthusiastic sharers

8%
Value hunters

26%

19%

20%
64%

Pragmatists

Non-sharers

30%

22%
Sceptics

Privacy pragmatists

• Depends on situation, and is moderated by trust: and trust
encouraged by previous experience, brand and transparency
Source: Westin 1991 and Harris Interactive 2003, and Demos 2012


Whatever you do…
If you found out
a company you
Failing safe or losing my personal data
Failing to keepto keep safe or losing my
are a customer
personal data
with was doing
Selling anonymousanonymous data to other
Selling data about customers about
any of the
companies
customers to other companies
following, which
if any, would
Exploiting overseas workers
Exploiting overseas workers
make you
seriously
Charging higher prices than
Charging higher prices than competitors
consider not
competitors
using this
company
Damaging the environment
Damaging the environment
again?
Paying senior executives a large
bonus/salary

Paying senior executives a large bonus/salary

Base: 1,036 British adults 15+, 30 March – 5 April 2012

70%

56%

53%

51%

49%

40%

Source: Deloitte/Ipsos MORI

New
international
study…


The survey

• 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
*Some questions not asked in China


Overall trade-off on online privacy/personalisation
– clear hierarchy between countries…
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

1

India

46%

29%

2

Brazil

44%

32%

3

China

38%

24%

4

Italy

37%

46%

5

Russia

33%

41%

T

Total

26%

52%

6

the US

25%

57%

7

Great Britain

23%

62%

8

Spain

23%

62%

9

Canada

21%

59%

10

Australia

20%

60%

11

Germany

19%

60%

12

France

19%

68%

13

Sweden

11%

69%

Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 October 2013, data is weighted.


Source: Ipsos Global Trends Survey

Number of other
hierarchies in
concerns…


How information used – benefits and safeguards
Don’t mind/am comfortable/happy with companies…
70%

using information about
I don't mind companies using information
me such as my location
about me provided automatically when I go
online such and what Iand what been
as my location have I have
been browsing online
browsing

60%
50%
40%

making profits from using
I am comfortable providing information about
myself to companies who are online in return
information about me if it
for personalised services and products
benefits me too

using information
I don't mindcollected about me as
companies using information
collected aboutas it's anonymised
long me as long as it's
anonymised and can't be linked back to me
and can't be linked back
to me

30%
20%
10%
0%




Hierarchy in type of information and activities
We are now
% Happy for information to be used
going to show
you some
30%
…recommending products
A website recommending products you might
different
based on your past purchases
be interested in based on your past purchases
29%
scenarios
about how
…making recommendations
32%
A is
informationwebsite making recommendations about
based on things you have
products you might be interested in based on
used…
looked at on their site
things you have looked at on their site
31%
a website…

A website making recommendations about
based on things based on
products you might be interested inyou have
looked at on other websites
things you have looked at on otherwebsites

24%
14%


A website making recommendations about
based on the location of your
products you might be interested in based on
Global
mobile phone/you
Total the location of your mobile phone/you

17%
12%

Great
Britain



Hierarchy in types of organisation…
To what
extent, if at all,
do you
personally
trust the
following to
use the
information
they have
about you in
the right way?

% Great deal / Fair amount
Public sector healthcare providers

45%
41%

Banks

45%

32%
31%

Supermarkets

38%

Private sector healthcare providers

28%

31%

Credit card companies

24%
31%

Insurance companies

17%
25%

Telecommunications companies

Media companies
Foreign governments



33%
31%

Your national government

Social media sites
Global
Total
Great
Britain

34%

17%
20%
12%
19%
11%

15%
10%

But no one view
– and number of
contradictions…


Inconsistency in stated attitudes – many quite
explainable…

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…
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

Contradictions between attitudes and what we do…
…nearly half say willing to pay for extra privacy…
I am willing
to pay
extra for a
service or
product to
keep my
details
private

Total

45%

46%

Great Britain

34%

52%

Agree
Disagree



…but less than a quarter have increased the privacy
settings on their computer…
Increased
privacy
settings on
browser
In Britain, 74%
of those who
say willing to
pay haven’t
increased their
privacy settings

Total

23%

77%

Great Britain

23%

77%

Agree
Disagree



How many really fully read terms and conditions?
I often don't
bother fully
reading
terms and
conditions on
a website
before
accepting
them

1

Canada

71%

26%

2

Australia

69%

26%

3

Great Britain

67%

28%

4

Italy

67%

29%

5

China

66%

28%

6

France

66%

32%

T

Total

63%

33%

7

the US

62%

34%

8

Germany

59%

37%

9

Russia

58%

38%

10

Sweden

57%

36%

11

Spain

55%

41%

12

Brazil

53%

40%

13

India

53%

43%

Agree
Disagree




Evidence suggests otherwise…

$1000 reward in EULA: 3000 downloads and
4 months before first person claimed (0.03%)

“Immortal soul clause”: 88% signed up


Is it any wonder?
“Would rather read…

58%

12%
Source: Which, 2012; Skandia, 2011


Concerns about
surveillance sets a
tone…
…although only 20%
say it’s a top reason
for increased
privacy concerns


Trying to unpick views of government surveillance…
0 - completely
unacceptable

Four types
of activity

1
2
3

Two
scenarios

A real/immediate threat of terrorist attack
Combat crime

4
5

6
7
8

Two target
groups


You personally
Anyone (impersonal)

9
10 - completely
acceptable

Looking first at CRIME…
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
Anyone’s

Your
Phone calls

47%
Phone calls
41%

Texts

46%
Texts
40%

Email

45%
Email
39%

Internet

41%
Internet
37%

Global
Total
Great
Britain
Base: 1,001 GB Adults, online, 1-15 October 2013, data is weighted.


45%
41%

45%
41%

46%
40%

40%
35%


When asking about a TERRORIST THREAT…
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

Phone calls

51%
Phone calls
39%

Texts

51%
Texts

Email

Internet
Global
Total
Great
Britain
Base: 1,001 GB Adults, online, 1-15 October 2013, data is weighted.


Anyone’s

Your

39%

38%

36%

49%
Email

44%
Internet

24%
18%

24%
18%

25%
18%

22%
18%


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

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
“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
Smart defaults – use what we know about people to default into more
appropriate options (incl. “personalising privacy”) – will concern some…
More positively…

People see the potential in “smart disclosure”…
I would like to
have access to the
data that
companies hold
Total
about me, as it
could really help
me make better
decisions – for
example about
how I spend my
Great Britain
money

71%

22%

74%

17%

Agree
Disagree




Thank you

bobby.duffy@ipsos.com
@BobbyIpsosMORI

Personalisation Versus Privacy

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