numeric data

SAS Study: Data security, a hindrance for European Internet users?

Start
While the use of digital technologies continues to grow, cybersecurity concerns are holding back the adoption of mobile payments.
With large-scale data theft on the rise, sparing neither government institutions nor well-known brands, SAS conducted the survey among adult consumers in 15 countries*. A focus on six Western European countries (Belgium, France, Germany, the Netherlands, Portugal, Spain and France) allows us to compare their behaviours and concerns.
 
On the first half of 2015 alone, there were no fewer than 20 major cyber attacks in Western Europe, yet only 58% of those surveyed said they were more concerned about the privacy and security of their personal data.
58% of them also admit to being concerned about the way companies use their personal data, which appears slightly below the world average of 62%. In fact, 42% of the French people surveyed believe they have absolutely no control over this use, compared with 33% of Western Europeans. Only 9% of die-hard optimists remain convinced that they have total control over their data.
These perceptions vary significantly according to the age, income and gender of the respondents. There is a greater tendency for the most affluent participants, women (61% vs. 56% for men) and those over 40 years of age (62% vs. 53%) to question how their information is used.
 
The world we live in is both mobile and digital. Consumers like to be informed on topics that directly concern them, and expect companies to be even more responsive to their desires and preferences.

Unsurprisingly, their fears about data security are focused on the use of common devices: nearly 6 out of 10 respondents report concerns about data collection via their smartphone (57%), PC (56%) or tablet (55%). They do not yet express any real concerns about technologies used in stores or related to connected clothing or objects.

Europeans judge corporate data practices harshly

A bit paradoxically, but nevertheless logically, it is the most active online consumers who show the most anxiety. Fears about how companies use their personal information are therefore particularly acute among online consumers who use their mobiles in their everyday lives to search for information, make purchases or reservations, visit leisure and entertainment sites, stay in touch with family and friends, and search for promotions.
 
One exception: mobile payment. Less than a third of respondents (30%) report relying on mobile payment systems. This adoption is clearly hampered by the problem of cybersecurity and illustrates Europeans' fears about the use of their data.
 
Whose fault is that? According to the study conducted by SASThe responsibility for the protection of personal information lies with the companies themselves! 65% of the respondents consider the use of this data without their permission to be a violation of their privacy.
 
Are companies really doing everything possible to ensure the security of this personal data? This is certainly not what emerges from the survey: only 25% of the respondents consider that their information is processed securely, and 20% that companies are transparent and open about their security policies! A perplexity that is specific to Europe (22% in France), which nevertheless remains very strong on a global scale (28%).
 
But if they accuse companies of not respecting their part of the contract regarding their personal data use policy - for example, when amendments are made, consumers themselves sometimes tend to be nonchalant about protecting their privacy. Indeed, only 38% of respondents said they read the general terms and conditions before downloading a new application or making an online purchase. Most of us just click "I agree" without taking the time to investigate further.

Data as a bargaining chip

Evolving technologies provide businesses with more and more ways to obtain and use personal information about their customers. With applications, access to this data has become almost immediate. In 2014, the number of lifestyle and purchasing applications increased by 174 % over the previous year. In Western Europe, the total number of smartphones increased by 6.4 % in 2014, with 145.8 million devices sold. In the face of this In the future, customers need to be more aware of the methods used by companies to obtain and use personal information for personalized marketing. Most new technologies - such as location-based advertising - are based on a "opt-out" principle, meaning that by default they apply as long as the customer does not expressly object.
While consumers are quite comfortable with companies knowing so much about them, data security practices are sometimes questionable. Security breaches have become commonplace and customers feel increasingly vulnerable. In the age of mobile banking and online statements, consumers need to be as vigilant on electronic platforms as they are in physical markets.

Despite their concerns about data security, some of the respondents (6% of men and 3% of women) expressed a willingness to share sensitive data in exchange for certain benefits. For each type of promotion tested, more than half of the respondents said they would be willing to share identifying information such as name, address or e-mail.
 
When it comes to marketing messages, the divide is clear: while 50% consumers surveyed expect companies to know their preferences and understand their needs, the other half say they do not want to receive them. 38% nonetheless indicate that they enjoy receiving personalized e-mails from the companies they are customers of.
 
 "When it comes to digital practices, consumers must be able to have complete confidence in businesses, says Wilson Raj, Global Customer Intelligence Director at SAS.  "To achieve this, the Comex must have a real digital culture. Only then will companies be able to both take advantage of the opportunities offered by personalization and protect their customers' data. « 
 
 "It is important for the directorates to define policies for the collection, sharing and use of data, and to put in place procedures to ensure compliance. , he continued. «  Finally, it will be useful for them to define in a clear and concise manner how data management impacts their brand image. « 
 
*Study conducted online by the SAS company. 4,368 respondents from 15 countries were interviewed.
 
Download the study on personalization and privacy in Western Europe
 
Learn more about the global study of 15 countries around the world, download the white paper  "Mobility, Vulnerability and the State of Data Privacy or watch the webcast  See "Mobility, Vulnerability and the State of Data Privacy" for expert advice to help you address your customers' concerns.
 

0 Comments
Inline Feedbacks
View all comments
environmental footprint
Previous article

What is an employee's digital environmental footprint?

Slow down
Next article

A break in lifestyles is desired by a large majority of Westerners

Latest articles of Studies

JOIN

THE CIRCLE OF THOSE WHO WANT TO UNDERSTAND OUR TIME OF TRANSITION, LOOK AT THE WORLD WITH OPEN EYES AND ACT.
logo-UP-menu150

Already registered? I'm connecting

Register and read three articles for free. Subscribe to our newsletter to keep up to date with the latest news.

→ Register for free to continue reading.

JOIN

THE CIRCLE OF THOSE WHO WANT TO UNDERSTAND OUR TIME OF TRANSITION, LOOK AT THE WORLD WITH OPEN EYES AND ACT

You have received 3 free articles to discover UP'.

Enjoy unlimited access to our content!

From $1.99 per week only.
Share
Tweet
Share
WhatsApp
Email