Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Taking into account the persistent debates, McCann Belgrade took the opportunity presented by the Data Privacy Day (28 January) and once again looked back on the data from their Truth Central studies, which explain the consumer attitudes towards the concept of privacy and data sharing.
In 2011, when McCann Truth Central launched their first global study titled Truth about Privacy (followed by updates in 2013 and 2015), they made the segmentation of consumers, which revealed two opposing groups in the sharing spectrum, the so-called “Eager Extroverts”, and “Walled Warriors”. The stereotypical smartphone junkie teen falls into the former category of those who are present on numerous social networks, with hundreds of followers and friends on each, and dozens of published posts / interactions a week. The Walled Warriors, on the other hand, are wary of sharing personal material on social networks and go to great lengths to keep their data private.
While these segments represent the two extremes of privacy behavior, it’s those people in the middle that demonstrate truly complicated relationships with online privacy. According to 2015 Truth Central data, a significant proportion of the population is caught in a tangle of contradictions, dealing with both a fear of the erosion of personal privacy and the appeal of sharing personal information online.
The identity crisis in the middle is real: 45% of people around the world agree that it is important to build a positive image of oneself online. At the same time, over half of these people (53%) say that they have regretted something that they’ve put online and later tried to delete it.
However, a full two-thirds of them would be willing to share their data so long as they understand the benefits they will receive, but 76% are also worried by the erosion of personal privacy due to the increased use of technology.
So what do we make of this conflicted group? Given their “swing vote” attitude towards privacy and data, there is tremendous opportunity for brands to help guide them to use their data safely. This group recognizes that sharing data can be advantageous, but are reticent to do so because of privacy issues. Brands that are able to provide tangible compensation while granting a greater degree of control over the data will be the ones that win over people’s trust in these days of privacy breaches and public mistrust.
Based on the findings from previous studies, when Serbia is concerned, it appears that online privacy has two faces – the privacy related to finances and privacy related to all other aspects of life. Willingness to share data is significantly different in these two segments. Serbia is in the top countries in regard of number of Facebook accounts per total number of internet users. In e-commerce, on the other hand, it’s quite underdeveloped. While majority is willing to share the most intimate moments of private life with many people, Serbians are very cautious, even afraid to leave the data of financial nature online. Even when buying online, the preferred method of payment is on delivery.
If the brands take note of these facts, it could help them in planning their online activities and business in general.
McCann Truth Central belongs to the Strategic Planning sector of the agency McCann Belgrade, and is part of the global Truth Central network of McCann Worldgroup, which represents a unique expert center for discovering truths about the world around us.
The quantitative data for the Truth About Privacy was gathered through an online questionnaire fielded in 18 countries, surveying 33,000+ people. It was conducted in 2015.