Most Internet users want to end tracking of personal data: Ovum

Privacy advocate says privacy settings alone are not enough for users to feel reassured that their personal data will be protected

Most Internet users around the world would put an end to their personal data being collected and tracked by companies if they could easily do so, according Ovum’s latest Consumer Insights Survey.

The survey consists of 11,000 respondents across 11 counties and found that 68 per cent of respondents said that if there was a ‘do not track’ option on the websites they visit they would use it to stop Internet companies from tracking them.

“Taking the supply of… personal data for granted seems to be an accident waiting to happen,” Ovum analyst Mark Little said.

The survey also found 86 per cent do not trust Internet companies to be honest about what they do with users’ data.

With concerns over Google and Facebook changing their data use policies, for example, and the ongoing privacy issues that arise from the Internet, Ovum said users are showing their reluctance to share content online.

“However, consumers are being empowered with new tools and services to monitor, control, and secure their personal data as never before, and it seems they increasingly have the motivation to use them,” said Little.

He said companies need to keep developing more advanced privacy tools and settings and build user trust by being more transparent in their data collection and use policies.

However, privacy advocate David Lindsay from the Australian Privacy Foundation said privacy settings alone are not enough for users to feel reassured that their data will be protected. He said more privacy laws are needed if users are to be confident that Internet companies will act in the best interests of their users.

“While privacy protection technologies have some role to play, the protection of consumers' personal data is simply too important to leave to private developers and the market. If governments want to promote the digital economy the best thing they can do is to enact strong privacy laws, and ensure that those laws are properly enforced,” he said.

“By taking these steps, governments can assist in building consumer confidence in online transactions, which is threatened by current and emerging tracking technologies.”

Ovum said if majority of Internet users were to stop companies from being able to track them it would “threaten” the digital economy.

“This hardening of consumer attitudes, coupled with tightening regulation, could diminish personal data supply lines and have a considerable impact on targeted advertising, CRM, big data analytics, and other digital industries.”

Lindsay said building user trust is the “most important driver for growing the digital economy” and Internet companies should put privacy at the centre when implementing new policies or technologies.

Follow Rebecca Merrett on Twitter: @Rebecca_Merrett

Follow CIO Australia on Twitter and Like us on Facebook… Twitter: @CIO_Australia, Facebook: CIO Australia, or take part in the CIO conversation on LinkedIn: CIO Australia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

Latest Podcast

More podcasts

Sign in