Throughout 2018, the news has been saturated with headlines on data breaches. From Facebook’s shame at the hands of the Cambridge Analytica scandal to hundreds of other breaches involving Google, Quora and T-Mobile. In the wake of such high-profile scandals, one in twenty Brits allegedly de-activated their Facebook accounts, with 67% of them expressing concern over what their personal data was used for online. (Syzygy, 2018)
In the Advertising industry, opinion leaders have been quick to announce an almost revolutionary trend in moving against social media and online platforms in favour of more traditional communications print publications and outdoor advertising. Indeed, this is the very reason Facebook made its now-infamous public apology on printed media. They clearly felt that by drawing on the heritage of traditional media and its reputation for sincerity, their message would be taken seriously.
We posed a question to consumers; ‘Would you rather your smartphone data improved your user experience, or would you rather you had a greater deal of privacy?’
Surprisingly, only one-third of consumers (36%) came back saying they’d rather have a more basic user experience without worrying about privacy breaches. This definitely didn’t seem to follow the news’ suggestion that people were whole-heartedly against data companies garnering personal data.