Privacy by value – Online consumer trend 2019
The GDPR put privacy on the agenda of many companies and because of that it became a “thing” for the public. The ePrivacy Regulation (ePV) – already postponed before and now for discussion on June 7, 2019 – will go a few more steps later. If only because the GDPR is a general law and the ePV is a special law that always takes precedence. But apart from the cookie wall and the commercial use of data, the question is what consumers think of all this fuss. The privacy monitor 2018 part I by the DDMA message: The Dutch are concerned about privacy, but do not act on it.
- To care: In front of 65% of the Dutch, online privacy is a major concern. According to research by the Dutch Data Protection Authority, even 94% concerned about the protection of his personal data. Specifically, these concerns are about misuse, unauthorized access and data falling into the wrong hands. People are especially concerned about online shops (35%), tech companies (25%), governments (26%) and banks and insurers (25%). Part two of DDMA's privacy monitor reports that 50% of Dutch people do not feel comfortable with the idea that companies receive some data in exchange for free online products. Exactly what Facebook does, for example, that according to Newcom's National Social Media Survey 2019 has 640,000 fewer users in 2019 than the year before. Why? People who no longer use Facebook: 40% does not trust Facebook and 16% gives the new privacy policy as the reason. Nevertheless, the use of Instagram and WhatsApp (including Facebook) will increase sharply in 2019.
- To trade: The privacy monitor 2018 part I reports that 78% of the Dutch knows “not much, not little” or “little” or “very little” about privacy rights. For example, the right to data portability is known at 51%. Only 12% says it has ever made use of its privacy rights, so 88% never. Nevertheless, the Dutch are aware of the value of their privacy. Part II of the privacy monitor reports that 53% of the Dutch is aware that they live in a data economy in which the online sharing of personal information is part. 80% believes that business benefits more from the exchange and 57% is dissatisfied with what they get in return for services.
But in addition to users and advertisers, there are also providers: the companies that provide internet access. These are the makers of your phone or operating system, your browser or your internet provider. So introduced Apple this year ITP 2.1: Intelligent Tracking Prevention 2.1. If you use Apple's Safari browser, first-party cookies are automatically blocked after seven days. This greatly restricts user tracking worldwide, as 30% uses Safari and 10% Firefox, which announced a similar measure.
Gartner named digital ethics and privacy therefore one of the top ten strategic technology trends of 2019. The market researcher writes:
"People are increasingly concerned about how their personal information is being used by public and private sector organizations, and resistance will only grow for organizations that do not proactively address these issues.”
Ericsson reports the same in the report 10 hot consumer trends: More than 45% of European consumers think apps collect data about them even when they're not using the app. 59% says we need global principles for the protection of personal data.
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