THE TRUTH PRIVACY - Advertising Standards Canada

Transcription

THE
TRUTH
-about-
PRIVACY
-Canada and Beyond-
McCANN TRUTH CENTRAL
[Type text] Copyright © 2012 INTRODUCTION3
I.
BRAVE NEW WORLD
OF SHARING4
II.
THE RISE OF
THE SAVVY SHOPPER7
III.
THE PRIVACY
EQUATION
11
IV.
ADVICE FOR BRANDS:
THINK
LIKE
A
BANK
13
Epilogue:
THE OPPORTUNITY
NOW
17
INTRODUCTION
As technology makes our world more transparent, handling
customer data is a risk and an opportunity for both Canadian and
global businesses and marketers. While the foremost concern
must be to protect the data and privacy of customers, a smart
data strategy also encourages responsible sharing of relevant data,
benefiting brand and the consumer.
How do you know if you are being both safe and smart
with customer data? What is the truth about privacy
concerns online? What kinds of data are Canadians
most concerned about? What does privacy actually
mean to the average person in Canada, and how do
Canadians compare to the rest of the world? How
can companies in Canada cultivate an environment of
responsible sharing with their customers?
To find out the answer to these questions and further
peel back the layers of the privacy issue in Canada,
Advertising Standards Canada (ASC) partnered with
MacLaren McCann and McCann Truth Central to
research The Truth About Privacy: Canada and Beyond.
The findings of this study represent the opinions of
1,000 online consumers across Canada who responded
to an Internet questionnaire in English or French. Also
included are insights from six focus groups conducted
in Toronto and Montreal.
the TRUTH about PRIVACY
pg 3
This study supplements a 2011 study titled The Truth
About Privacy, conducted by McCann Truth Central.
In that study, McCann Truth Central conducted 6,525
online interviews in the US, the UK, Hong Kong,
Japan, India, and Chile. Additional focus groups were
conducted in all of these markets plus Australia,
Belgium, Indonesia, Italy, Malaysia, and Thailand.
Our findings are divided into 4 Chapters:
I.
A BRAVE NEW WORLD OF SHARING
II. THE RISE OF THE SAVVY SHOPPER
III. THE PRIVACY EQUATION
IV. ADVICE FOR BRANDS: THINK LIKE A BANK
&
EPILOGUE: THE OPPORTUNITY NOW
I
A BRAVE NEW WORLD OF SHARING
It is clear that Canadian consumers believe personal privacy is an
issue that requires serious thought. In Canada – as well as in the
rest of the world - it is the second most worrying issue among seven
global concerns. 72% of Canadians worry about the erosion of
personal privacy, topped only by the 75% who worry about a further
global financial crisis. Canadian concern about the privacy issue
is similar to that in other countries surveyed, with an average 70%
worried about the erosion of personal privacy in the 2011 study.
With so much at stake, smart businesses need to know
the Truth About Privacy.
The nature of what’s private or public is changing
the world over. In Canada, 89% agreed that “people
share far too much personal information online these
days.” Whether it’s a celebrity or friend, we all know
someone who has tweeted about the intimate details
of their divorce or uploaded an ultrasound image of
80%
73
72
their bundle of joy, things people would never have
shared publicly in the past. One Canadian we spoke
to wondered aloud, “Have we bought into this notion
[that] anything we do isn’t private anymore?”
To what extent does each of these things worry you
personally? % selecting “worries me a great deal”
or “somewhat worries me”
71
70
60%
59
40%
58
49
20%
0%
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pg 4
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The new normal?
Canadians are adjusting to a new world where sharing more
personal details with one another has become commonplace. A
consumer in Toronto reflected on this shift, noting, “Aspects of
privacy have changed. Certain things are out there, and you
have to accept that.”
Two key influences on these new norms
In Canada we see two societal trends that we believe
are shaping the new privacy norms. Technology’s
omnipresence and social networking are pushing
Canada into a brave new world of sharing.
• Technology’s omnipresence: Asked for their
spontaneous associations with the word ‘privacy’
in our groups, the first words that came to mind
for most Canadians – and particularly the Canadian
youth – were related to technology. Technology
has become the repository of our life stories and
personal information. While this is seen as positive
in most circumstances, the ease of access can leave
some feeling vulnerable. Said one consumer, “All my
phones and computer are synched together. So if
someone has my phone they [have] everything!”
pg 5
• Social networking: The most overwhelmingly
positive aspect of this networked world is the
increased sense of human connection associated
with online sharing. It can bring us closer to friends
and family, regardless of geographic distance. It’s
also become a defining feature of Canadian culture.
One consumer affirmed, “Canadians are the social
media kings, which means we must be at least
equally open to sharing our personal information.”
The distinction between snooping and common
behaviour is blurring.
Nowadays we seem to be asking ourselves: what is
appropriate to share and what should we hold close?
Further, what is it appropriate to uncover about
others?
Lately it’s actually become quite normal for us to find
out excessive amounts of information about a casual
acquaintance or someone we hardly know, simply
because that information is out there. While only 1
in 10 Canadians admit to the old-fashioned snooping
of reading someone’s diary, many more have used
technology to learn about the lives of others, and
6 in 10 Canadians say they’ve looked at the online
Forging a new road
Despite the lack of clarity about boundaries in this
brave new world of sharing, we got the strong sense
that Canadians are confident that the country is
positioned to forge a new road and sort out new norms.
Consumers felt that some of the laws and standards in
place will make this process easier.
When it comes to companies tapping into these
new reserves of shared information, one consumer
was confident that laws are in place to protect her.
Companies “can’t use certain information,” she declared.
“I know, I read it in the news.” Still others felt that
social standards would help establish proper norms.
Said one, “Canadians are sort of honest, probably more
honest” than others.
pg 6
photographs of people they hardly know.
Is looking at the online photographs of people really
snooping anymore when we consider they’re widely
published on social networks or available through
search engines? Particularly for young Canadians,
looking up someone’s pictures or Googling their name
to find out about their background and personal life
doesn’t register as nosy. Instead, they view it as
conducting due diligence. That’s what these tools are
for, suggested a consumer in Quebec. “Google c’est le
plus gros moteur de recherché et justement c’est un
outil pour fouiner.” (“Google is the largest search engine
and so it is a tool used for snooping.”)
II
THE RISE OF THE SAVVY SHOPPER
We know that privacy is an issue that worries consumers, but
some aspects of privacy are far more worrisome than others.
Both within Canada and globally, consumers have two prime
concerns about privacy…
1.
The security of their finances
2.
Financial security can seem like a challenge in the
brave new world of sharing. The fear of being hacked
is universal, as are the associated fears of bank
account and credit card fraud. In Canada, there was
concern about the acute harm that could result from
unauthorized access to financial statements, including
The security of their reputation
identity theft to loss of money and time.
In fact, if we look at the hierarchy of consumer
concerns around privacy we can see that that fears
associated with activities that affect financial security
or security of reputation are at the top of the pile:
MOST BOTHERED
Finances hacked
identity theft, credit score damaged
Personal snooping
someone reads your email or texts
MALICIOUS INTENT
Part of life these days…
Personal liberties
recorded on CCTV cameras
Targeted marketing
company tracking the websites you visit
Everyday privacy
someone reading newspaper
over your shoulder
LEAST BOTHERED
pg 7
Interestingly, issues like CCTV cameras and interestbased advertising, when viewed in context, are seen less
as privacy violations and more as a ‘normal’ part of life
these days.
When we look specifically at the issue of interest-based
advertising – a common practice in this age of digital
data collection – we find that most Canadians claim to
be aware that they are seeing targeted ads online. 73%
expressed awareness about companies tracking websites
they visit and using this data to approximate consumer
preferences for marketing. The most plugged-in
consumers realize that this is a part of the infrastructure
of the Internet, with one Canadian noting, “This is how
they [websites and companies] make money.”
Different sensitivities for different types of data
We found that the type of data that is being exchanged
plays a key role in how willing Canadians are to share
with brands and businesses online. Canadians have
some of the most sharply defined views about how
much they want to trade in order to get a benefit from
brands.
17% of Canadians said they would be willing to trade
financial data such as bank and credit card details with
a brand or business online in order to obtain a benefit.
Canadians appear to be more protective of this type of
data than the US (19% willing to share) and the global
average (23% willing to share).
Canadians are similarly reserved when it comes to
medical data: 27% are willing to share this.
However, a majority of Canadians (53%) are willing
pg 8
to share location data, such as check-ins and most
frequented locations. And an even greater number,
79%, are willing to share their shopping data, including
where they shop and the types of things they tend to
buy.
Which of the following types of data would you be
willing to share with a brand or business if there was
a real benefit to you? % who would share this type
of data
SHOPPING
LOCATION
PERSONAL
MEDICAL
FINANCIAL
0%
Ontario
pg 9
20%
Quebec
40%
West
60%
Atlantic
80%
100%
The data tell us that Canadians have a very nuanced
view towards sharing data online. In focus groups, it
became apparent that the phrase “it depends” typifies
the Canadian attitude towards exchanging information.
It depends on what they’re asked to share and what
they will get. In Quebec, we were told “C’est important
que tout le monde puisse décider ce qu’il veut partager.”
(“It’s important that everyone can decide what they
wish to share.) Similarly, another consumer noted, “Il y
a différentes compagnies qui cherchent à avoir accès à
mon information, mais dépend ce qu’ils vont faire avec.”
(“There are different companies that wish to have access
to my information, but it depends what they are going
to do with it.”).
Global Privacy Archetypes
Drawing such strong distinctions among types of data and
having clear expectations about what they want in return, we
see in Canada’s consumers the behaviours that typify a global
consumer group we call the “Savvy Shoppers” when it comes
to privacy attitudes.
EAGER
EXTROVERTS
SUNNY
SHARERS
SAVVY
SHOPPERS
CAUTIOUS
COMMUNICATORS
WALLED
WORRIERS
15%
20%
37%
9%
19%
In the 2011 Truth About Privacy study, we were able
to identify five groups of consumers based on their
attitudes towards privacy.
pg 10
The largest group, the Savvy Shoppers, is characterised
by the data trade-offs discussed above. This group,
37% of the global population, is willing to engage
with businesses, but wants to see safeguards such as
security certificates and to receive something in return
such as discounts. We would expect to see a higherthan-average percentage of Savvy Shoppers in Canada.¬
15% of the global population, Eager Extroverts are
defined by their love of mobility and sharing through
social media. Their constant sharing has its downfalls,
though, as they worry that someone might denigrate
them online, leading to a sour reputation among friends,
partners, or employers.
At 20% of global consumers, the Sunny Sharers is
the second largest group of consumers globally. This
optimistic group is able to see the positive outcomes
associated with sharing data. They are mindful about
sharing information that could damage their finances
Engaging with brands
Unsurprisingly, given Canadian’s savvy shopper
mentality, many actively invite a dialogue with brands
and business in the hopes of receiving something
in exchange. Canadians are among the most willing
to sign up for company newsletters/offers and store
cards. Similarly the use of travel reward programmes
is relatively widespread in Canada.
pg 11
or reputation, but they won’t let this stop them from
sharing almost everything else.
The smallest group of consumers, 9% globally, is the
Cautious Communicators. This group is defined by their
pronounced dislike of mailings, messages and other
forms of frequent contact. While not particularly worried
about the erosion of personal privacy, this group is the
least likely to sign up for company newsletters/offers
and express a strong desire to know exactly how their
data will be used.
The final group is the most private. 19% of global
consumers are Walled Worriers. Walled Worriers are
also the most sensitive to perceived invasions of privacy.
Although this group harbours a mistrust of businesses,
they’re not that resistant to receiving news or offers
through email. They do, however, require assurances
that data collection is minimal and won’t be shared with
third parties.
The benefits of sharing
Consistent with Savvy Shopper behaviour, 84% of
Canadians believe that there are major benefits
associated with sharing data with businesses online.
For the majority (68%), one of the top two benefits
is better access to discounts and promotions, a very
“Savvy Shopper” mentality. 40% also found it beneficial
that companies can show them new things that they
actually want. Only 16% did not identify any benefits
associated with sharing data.
Which of these would you consider the two major
benefits of sharing personal data with a business
or brand? % choosing option as one of top two
benefits
70%
60%
50%
40%
30%
20%
10%
0%
I get better access
to discounts and
promotions
pg 12
The company can
show me things I
actually want
(tailored to my
tastes and lifestyle)
Less hassle for me
to buy because the
company has stored
my personal details
A company can
introduce me to
new things in the
areas I visit (if they
know where I am)
III
THE PRIVACY EQUATION
Implicit in the varying importance of different types of data is
a marketplace where data is a valuable good, to be traded and
monetized. We think of this as the privacy equation.
In Canada, this privacy equation balances in two ways:
First, we see that Canadians have more respect for
personal privacy for everyone. This means greater
privacy for ‘someone like me’ and greater privacy for
public figures.
Secondly, we see heightened awareness of the shared
responsibility to secure consumer data. As consumers
take precautions to protect their own data, they have
similarly high expectations that brands will take
measures to secure consumer data.
The right to privacy
Canadians believe that a person’s right to privacy
is inviolable. Only 17% of Canadians agree that
“everyone has the right to say what they think, even
if it violates someone else’s privacy.” This is a lower
percentage than we find globally (28%) and in the US
(25%).
Canadians are asserting a strong right to personal
privacy for themselves. 96% say that “someone like
me” has a total right or some right to privacy when it
pg 13
does not pertain directly to their work. This is higher
than a global average of 83%.
On the other hand, Canadians also assert a stronger
right to personal privacy for public figures than
others might. 84% of Canadians would give a
total right or some right to privacy for a famous
performer, versus 71% globally. And 66% would give
the same right to politicians, versus 60% globally.
But not for the government
DEAR JOHN
$$$
SEND DISCARD
TO: Brangelina
FROM: David Beckham
PAY DAY:
TOP ET
SECR
>IT’S TRU
>OMG!
>SHE DID
WHAT?
Similarly, if given the opportunity to access all
information about everyone and everything,
Canadians generally say they would show restraint
unless it pertains to government. While 38%
wouldn’t want to know anything, 29% would want
access to all the government’s secret files and
correspondence. Only 3% would want access to the
emails and texts sent by their favourite celebrity.
THE BOSS
The only person or entity that a majority of
Canadians do not say deserves a total right or some
right to privacy is the government. Only 38% of
Canadians would give this level of privacy to the
government, versus 49% globally.
XX -K
Hey Brad and
Angelina! I’m in
London - DB.
38%
29%
17%
5%
4%
3%
I wouldn’t want to
know anything
Access to all of my
government’s
secret files and
correspondence
The content of all
the emails or texts
that have ever been
written about me
by others
The salaries of
everyone in my
company
The names of all the
people my partner
has had any kind of
relationship with
Access to all the
emails and texts
sent by my
favorite celebrity
If you had access to all information about everyone
and everything and you had the opportunity to find out
one of the following, which would you choose?
% chosen
pg 14
Being a privacy advocate
Even if Canadians assert a higher right to personal
privacy, they still think individuals need to take
safeguards and be their own privacy advocate. This
notion of personal responsibility was often repeated in
focus groups. One consumer in Toronto said, “For me
the right to privacy means that I have to control what
I put out there about myself. Said another in Montreal,
“Bien, c’est toi qui décide avec qui tu partages tes
informations et tes secrets” (“Well, it’s you that decides
with whom you share your information and your secrets.”)
Part of being your own privacy advocate is having
active tools to maintain control of your side of the
equation, your personal privacy online. In Canada
82% have taken the basic step of securing anti-virus
software for their computer. Over half (59%) are
being selective about who they add to online social
networks, only “friending” their real life friends and
acquaintances. And more than a third (36%) say they
always look at a company’s privacy policy.
High expectations for companies
Canadians apply the same standards to companies
that they apply to themselves. They have high
expectations for companies to take measures to
protect consumer data. 56% of Canadians say one
of the most important things is that a company does
not pass information on to any third parties without
specifying that it intends to do so. 48% want to know
exactly how their data is going to be used.
56%
55%
48%
42%
The company
doesn’t pass my
information on to
any third parties
That I can control
exactly which
pieces of
information I share
and don’t share
I know exactly
how my data is
going to be used
The company
website has a
security certificate
Which three things below are most important to you?
% selecting option as one of top 3 most important
criteria
pg 15
IV
ADVICE FOR BRANDS: THINK LIKE A BANK
‘Sharing companies’ in the eye of the storm
It’s intuitive that the companies leading the charge
towards increased sharing are also seen as the great
threats to privacy by Canadians. Asked to choose
among a list of 15 of the country’s largest and most
recognizable brands, most of the companies that are
perceived as the greatest threat to personal privacy
are new technology brands.
In particular, Canadians see Facebook (69% of people)
and Twitter (48%) as the most threatening. These
two brands are indicative of the brave new world of
sharing, and were also the two brands selected on a
global level. Consumers do tend to acknowledge that
this position as a “sharing company” is part of the
reason why Facebook and Twitter are generally less
trusted than other brands.
Banks and credit card companies the most trusted
The majority of Canadians trust banks and credit card
companies when it comes to data. 80% of Canadians
trust banks to look after their personal data and use
it wisely. 68% hold credit card companies in the same
regard. Considering consumer’s sensitivity about their
financial information, this is a strong sign of trust.
pg 16
While banks and credit cards come out on top globally,
Canadians appear to have more trust in banks than
other countries do. 80% trust banks with their data in
Canada versus 71% globally. Trust of banks is lowest in
the UK, where 57% trust banks to handle their data and
use it wisely.
Which of the following types of brands do you trust
to look after your personal data and use it wisely?
% selecting “trust them a lot” or “trust them
somewhat”
90%
80%
70%
60%
50%
40%
30%
20%
10%
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A proactive response to new norms
Banks and credit card companies cultivate an
increased sense of responsibility among consumers
with reminders for passwords and security images.
There are often levels of protection embedded in the
websites of financial brands, and frequently these
protective features include automatic responses to
ensure consumer security. This automated protection
pg 17
was noted by one Canadian who observed, “Credit
card companies track where I am, but it’s for my
security –they’re not trying to sell me something.”
Also of value to the consumer relationship with bank
brands is an upfront commitment and communication
“Banks have a duty to keep their client info private,”
asserted a consumer.
Epilogue
THE OPPORTUNITY NOW
As we peel back the many layers of the privacy issue, we see
that there is real opportunity today for brands and marketers
to proactively address privacy and encourage responsible
sharing. While this opportunity is global, Canada has some
distinct opportunities now.
A country of browsers
In Canada it’s apparent that consumers love to
browse and discover. Asked to classify their
relationship with the Internet in one of two ways,
63% of Canadians said they “love to browse around
CANADA
and find new things, even if it wasn’t what I was
looking for initially.” The remaining 37% said “I don’t
like to waste time. I want to find what I’m looking
for as quickly as possible.”
U.S.
U.K.
I love to browse around and find new things, even if it wasn’t what I was looking for initially.
I don’t like to waste time. I want to find what I’m looking for as quickly as possible.
pg 18
We also know that Canadians love to hunt and
browse, and they find value in advertising. ASC
research conducted in 2011 revealed that 79% of
Canadians say that ads provide some value. 63%
said that ads are somewhat or very helpful. We see
this trend holding true online. As online behavioural
advertising or interest-based advertising serves more
ads that are relevant to a consumers searching and
browsing, it can be seen as providing more utility.
One consumer noted, “If they have a suggestion, I
might even change my mind.”
Bridging an awareness gap
Although awareness of online behavioural advertising
is high (73% are aware that companies use computers
to track the websites people visit to see what their
interests are), Canada still lags the US and UK. A year
ago in 2011, US awareness was 81% and UK awareness
was 76%.
Marketers and agencies can and should play a vital
role informing consumers further about interest-based
pg 19
advertising. Given that ASC research shows that 73% of
Canadians think “the companies that pay to advertise”
have a great deal of responsibility for advertising
standards and 69% say the same for advertising
agencies, there is an opportunity and desire for the
industry to lead the discussion.
Control, choice, commitment and compensation are the key to
assurance and trust.
Successful marketers can use a 4-point framework to
encourage responsible data sharing with consumers. We call
this framework the 4C’s of Trust.
CONTROL
CHOICE
That I understand
what will happen
to my data
I can choose what to
share and what
not to share
-the 4Cs of-
TRUST
COMMITMENT
That I understand
the company’s
commitment to my
security and
privacy
pg 20
COMPENSATION
That I understand
the equation i.e.
what’s
in it for me!
People want a commitment from companies that they won’t
pass data on to third parties unless authorized to do so.
They also want a choice about how their data will be used.
When it comes to control, people want to be in command of
which pieces of data they share.
Consumers also want compensation. They want a reason to
share data and an understanding of how they will benefit.
The right education and awareness programme will
demonstrate how the industry is putting the 4C’s
into practice.
pg 21

THE TRUTH PRIVACY - Advertising Standards Canada

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