Report: Consumers worry more about privacy even as they share personal info online

Latest Roy Morgan Research shows more Ausralian consumers are happier sharing personal and credit card details over the Internet, but they're also more concerned about privacy

More Australians are happier sharing personal and credit card details online even as they increasingly fear their privacy will be invaded as a result of technology innovation.

A new report from Roy Morgan Research based on a June 2014 survey found 23 per cent of Australians over 14 years of age are comfortable giving personal details over the Internet, and 34 per cent are comfortable giving out credit card details. These figures were up 4 per cent and 3 per cent, respectively, on similar research undertaken in June 2011.

However, two in three of us are worried about an invasion of privacy through new technology, a rise of 2 per cent on the 2011 figures.

According to Roy Morgan, the rising comfort levels can be correlated with Internet usage. Currently, 12.3 million Australians, or 64.3 per cent of the population, are using the Web more than once per day, and 46 per cent of these individuals are happy to give out credit card details. Just under a third of these frequent users are also happy to share personal details online.

This is despite the fact that 65 per cent are worried about the invasion of their privacy. Across daily Internet users, this figure increases to 71 per cent, while for weekly to monthly users, the number rises to 73 per cent.

Roy Morgan Research general manager of media, Tim Martin, saw the recent hacking and theft of celebrity personal files from Apple’s iCloud storage system as again raising questions about Internet privacy and security. He pointed out the group’s research showed Apple computer users are more comfortable giving out credit card details or personal information, but are only slightly less worried about an invasion of privacy than the average.

Age also plays a role in consumer attitudes, he said.

“Generation X and baby boomers are more concerned about privacy than average, while generation Y is the most comfortable giving credit card and personal information over the Internet with only around average concerns about privacy,” Martin noted.

“However, people aged either under 20 or over 80 share a similarly below average level of concern for invasion of privacy through new technology; the older group in large part because they don’t use it; but the younger group, having grown up with Internet access as the norm, may be finding ways to manage privacy risks through more careful consideration of what information they release, how they store it or share it, and what trusted sites and apps they access.”

The latest Roy Morgan Research stems from a base survey sample of 55,000 consumers in Australia and 15,000 in New Zealand.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in