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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in