2018数据隐私报告（英文版）_9页_1mb

2018 DATA PRIVACY REPORT Summary

Core Content Overview

This report examines consumer attitudes toward data privacy in the U.S. following the Cambridge Analytica scandal, focusing on how brands can better understand and respond to these sentiments. It includes survey data from 2,000 Americans, representative of the population in terms of age, gender, and region.

Key Findings

1. Support for Government Regulation

• 60% of all respondents believe the U.S. government should regulate how companies use consumer data.
• New Yorkers are more supportive of regulation than Texans, with 80% of New Yorkers and 58% of Texans in favor.
• Even among those who did not download their Facebook data, 52% in both New York and Texas support regulation.

2. Consumer Responsibility for Data Privacy

• 65% of those who downloaded their Facebook data believe they are responsible for their own data privacy, compared to 59% of those who did not.
• There is a clear correlation between downloading data and feeling more in control of it, with 26.1% of downloaders feeling they have the tools to manage their data, versus 15.9% of non-downloaders.

3. Lack of Awareness About Data Collection

• Half of the respondents were unaware that social login allows data to be shared between Facebook and other sites.
• 42% of respondents didn't know that using Facebook to log in to another site gives that site access to their Facebook data.

4. Consumer Discomfort with Data Brokering

• 60% of respondents believe companies should not sell personal data.
• New Yorkers are more comfortable with data sharing than Texans, but both groups generally distrust brands.

5. Likelihood of Deleting Online Accounts

• Nearly 50% of both groups (downloaders and non-downloaders) reported being somewhat or very likely to delete at least one online profile in the next 12 months.
• This indicates a growing concern over data privacy and may impact brand engagement and customer retention.

6. Consumer Preferences for Social Media Use

• Most consumers prefer free social media over paying for it, even though they are uncomfortable with how data is used.
• This preference poses a challenge for social media platforms, which rely on advertising for revenue.

Main Recommendations

• Focus on Transparency: Brands should prioritize clear and understandable communication about data usage to build trust.
• Test Customer Sentiment: Conduct surveys to assess how transparency affects consumer trust and brand perception.
• Monitor GDPR Impact: Track the effects of GDPR in Europe to anticipate global regulatory changes.
• Provide Control Tools: Offer consumers tools to manage their data, such as explicit consent options for data collection.
• Be Proactive in Compliance: Don't wait for regulation to dictate data practices; be ahead of the curve by adopting transparent and ethical data policies.

Political and Regional Differences

• New York vs. Texas: There are notable differences in how consumers in these two states perceive data privacy and regulation.
• Red vs. Blue: The political divide is reflected in data privacy attitudes, with New Yorkers more supportive of regulation than Texans.

Consumer Behavior and Brand Implications

• Account Deletion Risk: A significant portion of consumers may delete online profiles, which could affect brand reach and customer acquisition.
• Single Customer View: Brands should monitor real-time data on consumer disconnection and account bounces to adjust strategies accordingly.
• Need for Clear Communication: Consumers want to know what data is being used and how it benefits them, suggesting that brands should enhance their privacy policies and explain data usage clearly.

This report underscores the importance of data transparency, consumer empowerment, and proactive regulation in shaping future brand-customer relationships.