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
- 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....