SXSW 2014: Do Consumers Really Care About Online Privacy?
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Transcript of SXSW 2014: Do Consumers Really Care About Online Privacy?
Do Consumers Really Care About Online Privacy?
@BlairReeves#PrivacyNow
Core ConversationSaturday, March 8, 2014
@BlairReeves#PrivacyNow
• I work for IBM.
• I don’t speak for IBM.
• I live in Durham, North Carolina, and we have better barbecue than Texas.
• This is Abby!
A little about me (and a disclaimer)
@BlairReeves#PrivacyNow
Thought prompt:
Is privacy online important to you?
Why?
@BlairReeves#PrivacyNow
Consumers say one thing…
… but do another.
66% of Americans say they do not want to receive targeted ads
1, 2, 3 - Turow, King, Hoofnagle, Bleakley, Hennessy, “Americans Reject Tailored Advertising,” Annenberg School for Communication and Berkeley Law School, September 2009. http://graphics8.nytimes.com/packages/pdf/business/24adco.pdf4 – TRUSTe, “TRUSTe Privacy Index.” December 2013. http://www.truste.com/us-consumer-confidence-index-2014/5 – Beales, “The Value of Behavioral Targeting,” Network Advertising Initiative, March 2010. http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdf6 – The Internet Society, “Global Internet User Survey, 2012.” 2012. http://www.internetsociety.org/surveyexplorer/key_findings
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53% of Americans want websites they visit to offer discounts tailored to their interests 2
64% of Americans say they are less likely to vote for a political candidate who buys information about their online behavior 3
92% of U.S. internet users say they worry about privacy online
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Behaviorally-targeted ads have 240%+ higher conversion rates5
80% of internet users do not “always” read privacy policies, and only half bother logging out
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@BlairReeves#PrivacyNow
Online privacy is a constant headline
“Facebook Privacy Change Is Subject of F.T.C. Inquiry” (9/11/13)http://www.nytimes.com/2013/09/12/technology/personaltech/ftc-looking-into-facebook-privacy-policy.html
“Some Quitting Facebook As Privacy Concerns Escalate” (5/13/10)http://www.cnn.com/2010/TECH/05/13/facebook.delete.privacy/
“Google’s Data-Trove Dance: Internal Debates Over Protecting Privacy” (6/30/13)http://online.wsj.com/news/articles/SB10001424127887324170004578635812623154242
“Google Privacy Missteps A Boon For Rivals” (2/24/12)http://www.huffingtonpost.com/2012/02/24/google-privacy-policy-private-data_n_1297672.html
@BlairReeves#PrivacyNow
But consumers can’t stay away
@BlairReeves#PrivacyNow
Social networks pale in comparison
• Google records ~1.17bn unique searchers (400% more than 2nd place)
• 425M Gmail users in 2012, growing ~37.5M per quarter. Largest in the world.
• 120M active users of Google Drive (Nov 2013)• … and it’s all free.
@BlairReeves#PrivacyNow
Consumers have conflicting desires
1. High-quality digital services and content – for free.
2. No ads. No tracking. Anonymity (except when I choose).
Discussion Point:
Agree? Disagree?
Are these inevitably in conflict?
@BlairReeves#PrivacyNow
Advertising has always been with us
Discussion Point:
Does it always matter what the consumer wants?
@BlairReeves#PrivacyNow
The world has changed
More and more of our lives are lived digitally
Via systems infinitely more measureable than ever before
The “new normal?”
Discussion Point:
How has the meaning of “privacy” changed?
@BlairReeves#PrivacyNow
A look ahead
@BlairReeves#PrivacyNow
Thank you for coming!
Let me know what you thought!
#PrivacyNow
@BlairReeves
My blog: BullishData.com