Data Privacy: Gina Pingitore and Kristin Cavallaro #CASRO #MRX


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Data Privacy and Ownership: What Consumers Think”

By Gina Pingitore, Chief Research Officer, J.D. Power and Associates;  Kristin Cavallaro, Knowledge and Data Analysis Specialist, SSI

  • Situation – technologies that give consumers freedom to do more raise myriad privacy issues
  • Are there age differences in privacy perceptions? Differences among US, China, India
  • Personal privacy very concerned from 1983 to 2012, increased from 48% to 53%, but RDD samples may not be representative [first time i’ve ever heard that and completely agree]
  • More likely to now agree that existing laws provide reasonable lever of protection
  • Consumers are still concerned about how companies use the information (data from Kumaraguru and Cranor; JD Power 2013 privacy study)
  • Who should have access to online data: Family and friends definitely. 35% say no one should have access to social media posts. 8% think companies should have access to social media posts.
  • Privacy concerns increase slightly with age, particularly for top box, and somewhat less for top 2 box; younger people are behaving different
  • Younger people are more likely to set their social network to private 50%, vs only 20% for boomers
  • Younger people are more likely to provide false information on websites or apps 28% from 8% for boomers
  • Privacy concerns are higher in China 50% vs US 41%
  • Younger people make more efforts to reduce their risk by adjusting privacy settings and providing false information
  • We need to remind respondents that their data is used to improve services, won’t be used to embarrass them, will be used as described to them
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