Consumer perspectiveA survey of the actual data-sharing behaviors of over 3,000 consumers conducted for the report focused on the factors that spur, and hinder, the sharing of data:
- 88% of respondents consider organizations from at least one industry a threat to their privacy, but very few adapted their behavior .
- Consumers with higher than average awareness of data uses require 26% more benefit in return for sharing their data.
- Few individuals are in control of their digital identity. Just 10% of respondents had ever done six or more out of eight common privacy-protecting activities (e.g., change privacy settings, opt in to/out of data use).
- Consumers who are able to manage their privacy are up to 52% more willing to share than those who aren't.
- Trust differs per sector: Consumers are on average 30% more willing to share data with e-commerce companies, cable operators, and automobile manufacturers than with Web 2.0 communities.
- The "right to be forgotten" has a small but consistently positive impact on the willingness to share, increasing it by 10% to 18%.
- Benefits. Most consumers are willing to share their personal data, given sufficient awareness on the benefits of digital identity applications and the implications for data collection and usage.
- Responsibility. Personal data needs to be recognized as a highly valuable asset, requiring an adequately high level of security, and a limitation to the least sensitive data for the targeted use.
- Transparency. By being open and clear about their data processes, organizations effectively mitigate confidence risks and attract more informed customers to their platforms and applications.
- Control. Individuals' preferences regarding data sharing differ widely. Easy-to-use options and controls allow individuals to adapt their sharing to their specific needs.
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