Privacy by value - Online consumer trend 2019

The AVG put privacy on the agenda of many companies and that made it a "thing" for the public. The e-privacy regulation (ePV) - postponed previously and now for discussion June 7, 2019 - will go a few steps further. If only because the AVG is a general law and the EPP is a special law that always takes precedence. But apart from the cookie wall and the commercial use of data, the question is what the consumers think of all this fuss. The privacy monitor 2018 part I by the DDMA message: Dutchman is concerned about privacy, but does not act accordingly.

• To care: In front of 65% of the Dutch, online privacy is a major concern. According to research from the Dutch Data Protection Authority even makes 94% are concerned about the protection of his personal data. Specifically, these concerns are about abuse, access by unauthorized persons and that data falls into the wrong hands. People are particularly concerned about online stores (35%), tech companies (25%), governments (26%) and banks and insurers (25%). Part two of DDMA's privacy monitor reports that 50% of the Dutch do not feel comfortable with the idea that companies receive some data in exchange for free online products. Exactly what Facebook does, for example, according to Newcom's National Social Media Survey 2019 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. The right to data portability is known, for example, at 51%. Only 12% says it has ever used its privacy rights, so 88% never. Yet the Dutch are aware of the value of their privacy. Part II of the privacy monitor states that 53% of the Dutch is aware that they live in a data economy in which the sharing of personal information online is a part. 80% believes that the business community benefits more from the exchange and 57% is dissatisfied with what services they receive.

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 browser Safari, first-party cookies are automatically blocked after seven days. Tracking users is thereby enormously limited worldwide, given that 30% Safari is used and 10% Firefox, which has announced a similar measure.

Gartner named digital ethics and privacy therefore one of the top ten strategic technological trends of 2019. The market researcher writes:

"People are increasingly concerned about how their personal information is used by public and private sector organizations, and resistance will only increase 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 that apps collect data about them even if they don't use the app. 59% says that we need global principles for the protection of personal data.

This is one of nine online consumer trends 2019. Read all nine consumer trends here: The year of Standardization.