THE TRUTH PRIVACY - Advertising Standards Canada
Transcription
THE TRUTH PRIVACY - Advertising Standards Canada
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 McCANN TRUTH CENTRAL 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% ge s ge rta ho ls Oi ar cle aks nu le of on ty ti ili dia ab ra st r/ ics m In we de po an f p flu ro e be in m sw nu or g in flu ow ird Gr e b lik an ch els lev d se sm ea ri cr erro t of e at l a on rs pe McCANN TRUTH CENTRAL pg 4 In im Cl of n io os cy Er riva p al ob gl is er cris rth l fu cia A nan fi the TRUTH about PRIVACY 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!” the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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. the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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. the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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. the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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% the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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. the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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% 0% tin Da or Sp g ts es sit eb w co es ni pa m es ni es ni pa es ni om es ce es ni ni n ra pa pa su om m pa m ec iv co ot co cc ni ng tro om ec hi in s pa m es co ni t ke ar ile m ob y er om ot t Au El Cl t Au oc Gr al pa tic om eu lc ac ce es ni pa m co n ra su rd in ca ica m h it alt ar ed M Ph He ed Cr s nk Ba 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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. the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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 the TRUTH about PRIVACY McCANN TRUTH CENTRAL 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. the TRUTH about PRIVACY McCANN TRUTH CENTRAL pg 21