数据收集与同意调查报告2020

1、Collecting data has become an existentialcompetitive need for Enterprises in the midst of digital transformations, but because of new laws and consumer sentiment, it has never beenso perilous as it is today.Publicis Data Collection and ConsentConsumer sentiment on data privacy and the use of persona

2、l data.The past decade of growth has been led by technology, a sector distinguished by one foundational competitive advantage: data collection about individuals. This “C2B” model involves collecting data describing consumer behavior and monetizing that information through advertising and other means

3、.As digital strategy takes center stage, data collection has become a big part of digital transformation outside the technology sector. The practice of collecting information is widespread enough that a new category called a Customer Data Platform has emerged to describe systems and services thatpro

4、vide data collection, storage, mining and activation functionality. Heightened focus on collection of consumer information is expected to continue well into the next decade, further accelerated by the move to cloud computing and its modular, flexible and unified platform players (each of which has o

5、ffered or announced a CDP in the last year).To be sure, the internet is also changing. Awareness of the competitive advantage that our data provides is on the rise, along with legislation designed to prevent or address natural unfairnessin the new market for everything that can be known. Primarily,

6、this unfairness takes the form of violations of consent, an analog legal concept applied through laws like GDPR and CCPA. These laws make collecting information about consumers much more difficult. In addition, the growing concerns of the “data subjects” that they protect as we all start to learn mo

7、re about just howmuch the digital world knows about us presents a potential brand trust issue.At the heart of the tension between collecting information and staying within the boundaries of the will of the user are two previously unexplored questions: “What kind of data presentsthe most concern for

8、individuals of whom companies would like to capture data?” and “Which sectors are consumers most worried about possessing information about them?”To better understand what people around the world know, feel and want when it comes to data collection, Publicis Sapient and Google Cloud partnered with I

9、psos, an independent global market research company, to create The Data Collection and Consent Report.We examined the answers from a total of 5000 people in five countries: Great Britain, France, Germany, the United States and Australia. To understand how businesses should go about solving the tensi

10、on between data collection and consent management, we also explored the differences between genders, generations and general populations across these markets.The survey focused on general opinions about technology and digital privacy, consumer understanding about how companies handle their data and

11、what they do with it, ways in which companies could build trust among consumers, and consumer comfort level and willingness to share personal data with companies generally and with specific industries.Key findings from this report:The majority of people feel like they know little to nothing about wh

12、at companies do with the data they collect. In all five countries, four in five people say they know a little or nothing about how much and how long companies hold data, what they do with that data and who they share it with, how they can access that data and where the company keeps it.Having more k

13、nowledge about data privacy and how companies handle data is associated with positive outlooks on a number of attributes. Those who know more about what companies do with their data are more likely to:be satisfied with the amount of privacy they have onlinebe more trusting of organizations across th

14、e boardsee the benefit in sharing their data with companiesbe more comfortable sharing their data while online or in appsAcross all five countries, those who see the benefits of sharing data and feel more comfortable doing so tend to be younger, male, higher-educated and from higher-income household

15、s. On balance, more communication or education is needed to achieve the same levels of data awareness for those who are older, less educated and from lower-income households.Despite their belief that technology has a positive effect on peoples lives, the majority worry that the data companies collec

16、t on them can be harmful and feel their data is worth more than the free services they receive in exchange.Americans have the highest expectations that companies be responsible with their data. Companies can build relationships with these consumers by communicating that they take their responsibilit

17、ies seriously. Americans want companies to protect their data and empower them to do the same.Anglophones are more comfortable sharing data and more willing to share all types of data compared with other countries. People polled from France and Germany have similar comfort levels with sharing data b

18、ut are far less willing to share their data with all industries. Overall, people need to understand why the company wants to collect their data, and companies should not collect data beyond what they require to serve their customers.Our Conclusions:Brand Trust Means Better Signal.Executives should w

19、eigh the fear of losing data already captured against the fear of missing out on data never captured. In all markets, increasing education about data led to increased brand trust and willingness to share information. Our findings indicate that there would also be competitive advantage to those who p

20、rovide education earlier in the average persons journey to becoming more digitally aware. This confirms thatbusinesses should educate their customers on what data they collect, and how it is used, adding to the growing evidence that they should not leave this to future regulators. The more transpare

21、ncy, the better signal. Given the potential of these communications to backfire and increase sensitivity, businesses should try as much as possible to connect the value of data collection from the individual lens to the moment of data capture. This leads us to believe that asynchronous and conversat

22、ional messaging has the potential to become a default means of in-the-moment consent collection.Privacy Personalized.Consumer awareness and concern about data collection, as well as their understanding of the connection between their data and value for companies, is in a secular uptrend. Businesses

23、that rely (or intend to rely) on this kind of information to power their transformation must apply scrutiny to the ways they ask for consent and data, through the lens of the individual. Changes in demographics are important to consider as the digitally native generations begin to make up more of th

24、e general populace thanthe analog ones. Age predicted the strongest difference in comfort levels across all markets and cultures. This leads us to conclude that older generations must be handled differently than younger generations when it comes to their privacy, and that privacy sensitivity itself

25、may become a segmentation criteria for communication with these individuals.Informed Consent Emerges.Lawmakers should take note of the correlation between the education/awareness that an individual reported and their comfort level with data collection. Based on these findings, only certain individua

26、ls know enough about data collection to understand that to which they are consenting. As the economy becomes increasingly digitally driven, policymakers should recognize the benefits of an informed citizenry when it comes to data collection. The value gleaned from a persons data provides the foundat

27、ion on which a duty to inform may be placed to gather true consent.T ABLEOFC ONTENT S HYPERLINK l _bookmark0 Understand Concern, Build Trust. 6 HYPERLINK l _bookmark1 My Data, My Decision. 9 HYPERLINK l _bookmark2 Financial Services. 13 HYPERLINK l _bookmark3 Health Services. 14 HYPERLINK l _bookmar

28、k4 Consumer Products. 15 HYPERLINK l _bookmark5 Retail 16 HYPERLINK l _bookmark6 Food Delivery & Restaurants 17 HYPERLINK l _bookmark7 Transportation. 18 HYPERLINK l _bookmark8 Travel & Hospitality 19 HYPERLINK l _bookmark9 Telecommunications, Media, Technology 20 HYPERLINK l _bookmark10 Government.

29、 21 HYPERLINK l _bookmark11 Knowledge Level: Awareness and Data Transparency 23Findings by Region HYPERLINK l _bookmark12 US. 29 HYPERLINK l _bookmark13 Great Britain. 30 HYPERLINK l _bookmark14 France. 31 HYPERLINK l _bookmark15 Germany 32 HYPERLINK l _bookmark16 Australia. 335 HYPERLINK l _bookmar

30、k17 Report Methodology 346Impact of Technology on Personal LivesPositive (net)Neutral13%2%United States15%2%Great Britain19%2%France13%3%Germany20%2%AustraliaNegative (net)Dont know18%61%33%51%35%44%19%64%15%70%Understand Concern, Build TrustGenerally, people feel positive about technology and data

31、privacy, but they know little to nothing about the types and amounts of data companies hold about them and they feel that the collection of their data may be harmful to them.The overall feeling that technology has a positive impact on peoples lives is nearly universal across countries. The clear maj

32、ority in the United States (70%), Great Britain (64%) and Australia (61%), and a slim majority in Germany (51%) saythat technology has a positive effect on peoples lives. While a plurality in France also say technology has a positive impact on peoples lives (44%), respondents in France and Germany a

33、re much more likely to say technology has neither a positive nor negative impact (35% and 33%, respectively) compared with the other three countries (15% in the U.S., 19% in Great Britain and 18% in Australia).In the U.S., about three in four Americans believe there is some possibility of having dat

34、a privacy in todays world (75%), and about half say you can remain anonymous while online (55%). However, there is still a significant portion of the American population who worry about their ability to keep their privacy while online; aboutone in five say it is not possible to have data privacy in

35、todays world, and two in five say it is not possible to remain anonymous online (20% and 37%, respectively).Americans associate digital privacy with safety (33%), helpfulness (29%) and power (18%), but they also feel its hard to understand (18%). Americans satisfaction with the amount of privacy the

36、y have online is divided. They are evenly split between being satisfied (36%), dissatisfied (32%) or neutral (28%) about the amount of privacy they have online.When thinking specifically about the data companies hold about them, Americans express more negative attitudes than positive ones. Very few

37、say they are not bothered at all by how companies gather and use their online data (7%). About half say it bothers them a little (49%), and two in five are somewhat or very angry about it (41%).In all five countries, nearly half of people worry that the data collected about them will be harmful to t

38、hempersonally rather than beneficial, while about 30 percent in all countries said it was neither beneficial nor harmful. The French are least likely to say this data collection would be beneficial (10%). A similar portion of Germans and Britons feel the collection of their data could be beneficial,

39、 and Americans and Australians are most likely to say it could be beneficial.How Respondents View the Data Collected About Them45%48%50%4%6%6%28%32%15%21%36%10%United StatesGreat BritainFrance4%49%33%14%Germany4%48%32%17%AustraliaBeneficial (net) Neutral Harmful (net) Dont value7of Americans43%say t

40、heyve had an experience online that made them feel uncomfortable9%of Americanssay theyve had a financial loss related to a data breachof Americans21%say theyve had unauthorized credit card use because of the information about them online6%reputation or an embarrassing situationsay they have had dama

41、ge to theirof Americans because of the personal information about them online10%of Americanssay theyve been stalked or harassedThe majority of people say they know little to nothing about what companies do with the data they collect. In all five countries, four in five people say they know a little

42、or nothing about how much and how long companies hold data, what they do with that data, who they share it with, how they can access that data, and where the company keeps it. Interestingly, those in countries protected by GDPR are equally likely to say they know little to nothing about their rights

43、 over their personal information as those not under GDPR.Know little/nothing about rights over personal information82%78%77%73%71%AustraliaFranceGermanyGreat BritainUnited StatesTrust is something that must be built or earned, and people have high expectations that companies will be responsible with

44、 their data. Americans say it is important for companies to:responsibly handle mistakes caused by the release of personal data (88%)protect consumers from fraud/crime/misuse of data (88%)carefully weigh the pros and cons before releasing new technologies (85%)listen and respond to user feedback (85%

45、)create safe, rigorously tested data protection/privacy tools (85%)follow a responsible process to develop products that use personal data (82%)contain the spread of misinformation (83%)build surveillance technology that protects privacy rights (81%)clearly explain how decisions are made by their pr

46、oducts (77%)make peoples lives better in important ways with personal data (68%)Companies that prove themselves to be trustworthy and responsible in their dealings with personal data will have a better reputation and ultimately attract more customers. There are a number of specific actions companies

47、 can take that will help attract new customers. In the United States, two-thirds (67%) of customers are more likely to use a companys service or purchase a product online if they are offered the ability to delete the information the company holds about them.U.S. customers place the highest trust in

48、companies that allow them to:delete the information the company holds about them (72% say they are more likely to do business with a company if offered)turn off location tracking (67% less likely to do business if not offered)delete their browsing history (68% less likely to do business if not offer

49、ed)choose who the company shares information with (68%)review the information companies hold (66% less likely to do business if not offered) HYPERLINK /CDP /CDP 89Value of Data Given versus Services Received39%42%35%39%40%26%33%25%33%29%11%10%13%12%13%19%21%28%17%18%More value (net) Same valueLess v

50、alue (net)Dont valueUnited StatesGreat BritainFranceGermanyAustraliaMy Data, My DecisionGiving people control over their data encourages them to share personal information, but the largest impact comes from customers knowing thatcompanies are protecting the data. Companies must go beyond telling peo

51、ple why they are collecting the data and what they plan to do with it; they must also commit to only collect what is needed to serve their customers.People feel their personal data is valuable. About two in five in each country say their data is worth more than the free services they receive in exch

52、ange, while about three in ten in each country say their data is worth the same value. The French are the most likely to be unsure about the comparison between the value of their data and the services they receive in exchange; three in ten say they dont know, compared with two in ten in the U.S., Gr

53、eat Britain, Germany and Australia. Only one in ten ineach country value the free services they receive over their data.Overall, Americans are reluctant to share their data. When given choices about sharing data to get benefits, most will decline to share.76%73%67%66%62%58%Eight in ten are not willi

54、ng to share their banking information to help them with their home budgetSeven in ten are not willing to allow their smart home device to actively listen asa way to proactively notify them about changes in weather or trafficSeven in ten are not willing to allow their smartphone to track their locati

55、on in order to notify them of sales or promotions at stores near themSeven in ten are not willing to share their search history to allow the engine to make proactive suggestionsSix in ten are not willing to save their credit card information with an online retailer the first time they use the site t

56、o make future checkouts easierSix in ten are not willing to share their health information with their employer as a way to increase productivity and reduce healthcare costs10 Looking at specific types of data, Americans say they are more comfortable sharing personal data compared with those in the o

57、ther four countries. Australians and Britons have similar comfort levels sharing data and are overall the next most comfortable sharing data, while French and Germans are the least comfortable sharing all types of data.People are most comfortable sharing general personal data, such as their race or

58、ethnicity, contact info like email address, phone number, etc. or their personal data like name, dateof birth, etc. when online. Theyre much less comfortable sharing more sensitive data such as:Issued social security number (SSN) in the U.S., National Insurance number (NINO) in Great Britain, numro

59、dinscription au repertoire (NIR) in France, Sozialversicherungsnummer (RNVR) in Germany, or Tax Identification Number (TIN) in Australia, drivers license, or vehicle IDDigital Data the IP address or mobile device IDBiometric Data health information, body size or weight, dietary preferences, fingerpr

60、ints, etc.Very/somewhat comfortable sharing type of data while online57%48%44%26% 29%44%32%34%26% 27%51%United States Great Britain France Germany Australia29%34%21% 22%42%28% 28%33%25%21%16% 18% 18% 18%12% 8% 10% 11% 11%9% 9% 9% 11% 10%Race/EthnicityContact InfoPersonal InfoLocationBioDigitalIssued