News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumers protect privacy with false personal information
Privacy concerns lead to consumers providing false data to websites, or the avoidance of giving information they don't think is necessary, according to two new research papers by the Australian Communications and Media Authority (ACMA) and US-based not-for-profit Customer Commons.
Almost half (47%) of Australians provide websites with inaccurate personal information, intentionally, according to the ACMA paper 'The Cloud: services, computing and digital data - Emerging issues in media and communications, Occasional paper 3'. Most provide inaccurate information when they do not feel that the information is needed by the website.
Over half (52%) of Australians have low confidence in the privacy settings of online providers, and a further 35% would not provide personal at all if a website were based outside of Australia.
"Privacy remains an enduring concept in the media and communications environment," said ACMA Chairman Chris Chapman. "And as several recent events have demonstrated, citizens remain highly sensitive to intrusions on their privacy and the mishandling of their personal data - perhaps more so."
The results of the research not only highlight users' concerns about online privacy, but also pose a problem for advertisers and marketers seeking to use such data to target future campaigns.
Last month, California-based not-for-profit, Customer Commons, released a research paper, 'Lying and Hiding in the Name of Privacy'. Researchers Mary Hodder and Elizabeth Churchill found that only 8.45% of respondents always accurately disclosed personal information. The remaining 91.55%, when they decided a website did not need specific personal information, chose to provide inaccurate data such as zip codes, phone numbers or date of birth.
Furthermore, many chose to withhold at least some personal data such as:
- 49.3% did not give their true identity;
- 58.3% did not provide a primary email address;
- 75.7% avoid providing a mobile number;
- 74.8% avoid using 'social logins'.
Image via Shutterstock
- Snapchat beats Facebook for daily video views
- Global study reveals 'authenticity deficit' among brands
- Report: Video is video regardless of screen
- Study: US mobile app experience low
- Top 4 tips to succeed at Mother's Day email
- Ad Roundup: New solutions for personalization, collaboration
- How brands can better manage social
- How data impacts marketing automation
Featured White Papers
- 6 SEO Predictions to Plan for in 2016
To succeed in 2016, marketers must pay heed to a number of critical SEO trends, including how they go about...
- How to Boost Reader Engagement 300%
Building an audience isn't just about quantity: it's also about quality. How can you increase the number of readers who...