News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Negative attitudes to data use breeding tomorrow's invisible consumers
More than two-thirds of Internet users across several countries would choose a "do not track" feature if it was readily available, according to new research from technology analysis firm Ovum.
Consumers would much prefer to be 'invisible' and untraceable, found the survey of digital consumers across 11 countries in Europe, Asia, North America, and South and Central America.
Sixty-eight percent of respondents said a resounding "no" to Internet tracking and are increasingly motivated to find ways in which to cease sharing their data. The knock-on effect would be felt by digital industries including targeted advertising and data analysis.
"Unfortunately, in the gold rush that is big data, taking the supply of 'little data' - personal data - for granted seems to be an accident waiting to happen," said Mark Little, principal analyst at Ovum. "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."
A new set of messages are needed to change consumers' attitudes, says Little. However, that could be an uphill struggle as just 14% believe that online companies are honest about their use of personal data.
"Most importantly, data controllers need a better feel for the approaching disruption to their supply lines, and must invest in tools that help them understand the profile of today's negatively-minded users - tomorrow's invisible consumers," said Little.
- Study: Mobile users want home screen options
- What's a CDO and why does your brand need one?
- Report: In social the ladies rule the world
- Research reveals consumers juggle multiple devices throughout the day
- Getty Images makes millions of images free to embed
- Americans abandon purchases in-store after 8 minutes waiting in line
- Euclid: February sales less than lovely
- How BrightTag re-engaged shoppers
Featured White Papers
- Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just...
- The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it...
- The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,...
- 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them....
- How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....