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1、The Data Privacy ParadoxMarch 2023 Research ReportTable of contentsIntroduction 3Insights Chapter 1:Consumers are concerned about data privacy.4Chapter 2:Consumers perceive certain entities as trustworthy with their data.10Chapter 3:Consumers say theyre paying close attention,but we found the contra
2、ry.14Chapter 4:Theres hope for brands that put people back in control.20Takeaways 23Contributors 292IntroductionAnyone who shops,banks,or pays bills online has thought about data privacy.Were somewhat concerned,some of the time.But were also busy people.On the one hand,its cool when brands we love s
3、erve up exactly what were looking for.On the other hand,government efforts to ramp up data-privacy protections have many wondering whether convenience is worth the risk.At Razorfish,we help brands connect purpose to performance.We discover what a brand really stands for,illuminate those values,and s
4、hare them in places where theyll resonate best.Personalized experience is everythingbut so is consumer protection.In a world where data is king,we wanted to understand changing attitudes around data privacy.What are consumer perceptions about data privacy?How well do their actions align with those p
5、erceptions?To find answers,we partnered with research firm GWI to develop an online survey sent to 1,672 respondents aged 16 to 64 from December 22 to January 23.The following insights are what we learned.3CHAPTER ONEConsumers are concerned about data privacy.45Source:Razorfish+GWI Data Privacy Rese
6、arch 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 1Only one in four consumers feels comfortable that their data is private.Data-breach news stories,episodes on late-night TV devoted to the topic,and campaigns from brands like Apple have likely all contributed to a more attentive
7、public.But its important to note that reported fluency may not necessarily reflect actual fluency on the topic.*Participants responded to the question:How would you describe your degree of discomfort/comfort around your own data privacy in the last 12 months?1 in 4consumers feels comfortable that th
8、eir data is private.6Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 2Consumers are taking action to keep their data private.In the month before taking the survey,half of respondents took safety measures to protect their data.These behavior
9、s may reflect heightened concern,reveal increased fluency around the topic,or tie into the adoption of privacy-protection tools.It may also be a reaction to the firehose of irrelevant content so many are receiving.Which of the following,if any,have you done in the past six months?41%44%47%51%Blocked
10、 emails from a company or assigned it to junkChanged my passwordPrevented an app from accessing my locationImplemented two-factor authentication7Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.233.3%50.2%31.8%14.7%Wouldnt mind.Find it irritating but
11、wouldnt do much.Would find a way to retaliate(e.g.,talk about them on social channels).Would never do business with them again.The data economy swirling around our day-to-day activities remains vastly hidden from most consumers.But its understood that every time data is shared with third parties,the
12、 risk of a breach increases.This was a major concern for half of consumers who said theyd sever ties with a business that shared their data without consent.If a company shared personal data without your authorization,what would the consequences be?Sharing data without authorization can be detrimenta
13、l to business.INSIGHT 38Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.2334%36%49%64%Which of the following,if any,would cause you to lose trust in a company?Companies caught collecting data without permission generate the highest levels of distrust
14、.INSIGHT 4Consumers distrust these organizations more than those who receive bad reviews,mistreat employees,or hold opposing political beliefs.Collected my personal data without my permissionMistreated their employeesReceived bad reviews from other peopleSupported politics that oppose my beliefs9Sou
15、rce:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.2370%Lost trust quickly Thinking about a time you lost trust in a company,how slow or fast did you lose trust in them?SlowModerateFast58%Gained trust slowly Thinking about a company you trust,how slow or f
16、ast did you build trust with them?SlowModerateFastINSIGHT 5Trust is built slowly but lost quickly.When we asked respondents to reflect on losing trust in a brand,70%said it happened virtually in an instant.When asked to recall an experience of relationship building with a brand,60%of respondents sai
17、d it was a“somewhat slow”to“very slow”process.Building brand trust takes consistency,creative energy,and time.57%of consumers say their likeliness to give up personal data depends on the company,and numerous factors weigh into that decision.CHAPTER TWOConsumers perceive certain entities as trustwort
18、hy with their data.1011Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 6People are more likely to share personal data when values align.Understanding the value people place on their data is intriguing.Our respondents#1 motivator for sharing
19、feeling that it contributes to a larger purposetrumped saving time and even scoring free stuff.Its no surprise to us that brand purpose matters(a lot).Its important to note that self-reporting tends to be over-representative.People have a built-in desire to send certain signals.Yet,even if exaggerat
20、ed,the numbers show clear intention around purpose.Customized advertising ranked second to last,signaling that targeted ads may be overstepping their welcome and new ways of connecting with consumers warrant exploration.What do you think is worth giving up your data for?#1#2#3Contributes to a larger
21、 purposeSaves timeGives me free stuff12Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 7People trust legacy brands more than startups.A companys age is directly correlated with consumer trust.People trust companies that have been around 50+
22、years three times more than startups when it comes to data protection.Brand heritage is a powerful force for connecting to customers on an emotional level.A large enterprise like Cold Stone Creamery is more likely to have robust cybersecurity systems in place than your local ice cream shop.Establish
23、ed brands would be wise to lean into their history as they continue working to earn trust through positive deeds and actions.Established brandsStartups3xmore likely to share their data with legacy brandsHow unlikely or likely are you to give the following organizations your personal data?13Source:Ra
24、zorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 8Consumers trust their devices will keep data private.Trust in devices ranks higher than trust in government,tech platforms,and brands.This response may come down to personal devices giving people perc
25、eived control over keeping their data private.Who do you trust to protect your data?My deviceState governmentTech platformsBrands29.2%22.2%16.3%13.1%CHAPTER THREEConsumers say theyre paying close attention,but we found the contrary.1415Source:Razorfish+GWI Data Privacy Research 1,672 respondents;age
26、d 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 9Many consumers report having knowledge of data privacy,but only a fraction of them are actually reading through disclaimers.From the ads we consume to the websites we visit,disclaimers are everywhere.These terms do heavy lifting to protect companies from
27、liability but do very little to serve consumers in an age when transparency is important.87%of respondents reported having knowledge of data privacy,but only 29%are reading disclaimers.The accuracy of these statements is not in question,but the way in which they are crafted,with long and difficult l
28、anguage,calls into question companies intentions around communicating effectively.say they have knowledge of data privacy87%but29%read through disclaimers16Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 10The social media industry is the m
29、ost distrusted with data privacy,yet 82%of the U.S.population uses social media.distrust social media companies68%but82%use social mediaSource:Statista 202317Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 11Healthcare and finance are the m
30、ost trusted industries,yet they had the highest number of data breaches in the U.S.in 2022.trust healthcare providers and banks56%butmost casesHealthcare and banking had theof data violations due to cyberattacksSource:Statista 202318Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 1
31、6-64 Fielding dates:Dec.22-Jan.23INSIGHT 12Consumers say theyre uncomfortable sharing face scans and photos,yet many share both on a daily basis.said they are uncomfortable sharing face scans and photosOver70%but62%have posted a selfie on social mediaSource:Statista 202319Source:Razorfish+GWI Data P
32、rivacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23INSIGHT 13GenZ likes personalized content but isnt willing to give up data in exchange for it.say they like personalized experiences from brands81%but17%are willing to give up their data for itSource:Statista 2023CHAPTER FOURTh
33、eres hope for brands that put people back in control.2021Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23How likely or unlikely would you be to do the following actions if given the opportunity?54%Erase all of the personal data all companies have o
34、n you39%Own a centralized location for all of your personal data,which allows you control over sharing itINSIGHT 14People want more power over their data.With the advent of policies like the General Data Protection Regulation(GDPR)law and the emergence of Web3,people expect to have more power over t
35、heir personal data.When informed of the“right to be forgotten”option under GDPR,half of consumers surveyed expressed interest in signing up.While people have varying levels of familiarity with Web3 and blockchain technology,many indicated the desire to own a centralized wallet to store personal data
36、,which could then be transferred at their discretion.22Source:Razorfish+GWI Data Privacy Research 1,672 respondents;aged 16-64 Fielding dates:Dec.22-Jan.23Which of the following,if any,would cause you to gain trust in a company?40.3%20.7%49.1%55.1%65.8%If the company was transparent about how they u
37、se my personal data.If the company didnt unnecessarily collect my personal data.If I liked the products/services.If I heard good reviews from other people.If the company supported causes/politics which I care about.INSIGHT 15Transparency is a leading accelerator for building trust.When asked which o
38、f the following five scenarios would build trust in a company,a large majority pointed to honesty around how personal data would be used.OUR TAKEAWAYSWe can help you navigate the data privacy paradox.2324 Ensure data privacy and security:Implement strong data protection measures,communicate privacy
39、policies clearly and transparently,and respond effectively to data breaches.Maintain data quality:Regularly clean and update your first-party data.This can involve removing duplicate or outdated data,correcting errors,and standardizing data formats.Collect data at every touchpoint:This can include a
40、ny point of interaction a customer may have with your brand,such as email,social media,website,mobile app,and in-store.Collecting data across multiple touchpoints can build a more comprehensive view of the customer.Identify data gaps and create a plan:Start by setting goals and building a plan to fi
41、ll those gaps.This can involve determining what data is missing,where it can be obtained,and how it can be collected.Heres where to begin:First,take control of your first-party data.1.25Be transparent about how and why data is being collected.Develop a data privacy policy:Outline how customer data i
42、s collected,stored,and used.A solid policy should address issues such as data collection consent,data access and correction,and data retention periods.Explain what data is being collected:In addition to what data is being collected,demonstrate how and why it is being collected.This should be done in
43、 plain language thats easy for people to understand.Obtain consent:This can be done through opt-in or by clearly explaining the data collection process and providing an option for consumers to opt out.Allow consumers to access and delete their data:Create a self-service portal consumers can use to a
44、ccess and delete data,or offer contact information for customer support.Be transparent about data sharing:Provide information about who youre sharing data with,why youre sharing it,and what data is being shared.2.Brands that are open and honest can build real customer affinity.26Be purposeful with h
45、ow you use customer data.Product development:Brands can use customer data to gather feedback and use insights to improve products and services.This can help identify pain points in the customer journey and make necessary changes to improve the overall value it provides.Customer experience:Customer d
46、ata can be used to create seamless experiences across different channels and touchpoints.For example,data can be used to ensure that the customer receives a consistent experience whether theyre interacting online,in-store,or through social media.Personalization:Personalizing messaging and offers,and
47、 tailoring communications to the individual needs and preferences of each customer,are valuable ways to leverage data for good.This can create a more meaningful and relevant experience thats more likely to resonate with customers.Proactive communication:Future needs are more predictable with the hel
48、p of customer data,allowing brands to proactively deliver personalized recommendations or offers before the customer even realizes they need them.This can create a sense of anticipation and delight.3.Brands can use customer data to create valuable experiences in a variety of ways.Loyalty programs:Lo
49、yal customers can be rewarded with personalized offers,discounts,and other benefits.This implies exclusivity and appreciation,which can strengthen brand relationships.27Take credit for your achievements.Publicly state your commitment to data privacy:This can be done through statements on a website,s
50、ocial post,or advertisement.You can highlight your commitment to protecting customer data and share your efforts to comply with relevant data privacy laws and regulations.Offer transparency reports:Some brands have started to offer transparency reports,which provide detailed information on the numbe
51、r of government requests for customer data that they receive and comply with.Educate customers:Share what you learn about data privacy best practices and how to protect personal information.This can strengthen bonds with customers and demonstrate your ongoing commitment to data privacy.Respond effec
52、tively to data breaches:Have a plan in place to respond effectively to data breaches and to notify customers promptly when something goes wrong.4.Data privacy takes investment and commitment.Dont be shy about showing your work.28The takeawayPeople are more concerned than ever about data privacy,and
53、that concern is only expected to grow.Everyones doing their best to protect their data,but its a time-consuming and often confusing endeavor.This is where brands can lean in and make a difference by building trust,being exceptionally transparent,and using data with purpose and care.About the Authors
54、 29Eddie GonzalezSam HofferNicolas ChidiacChief Strategy Officer,Performance&Experience RazorfishJunior Strategist RazorfishChief Strategy Officer,Brand&Experience RazorfishInterested to learn more about Razorfish?Connect with us:30About RazorfishRazorfish is a global leader in marketing transformat
55、ion.We help brands and businesses grow by creating unforgettable experiences that connect and enrich peoples lives.A digital pioneer since the dawn of the internet,were back to write a new chapter.Our strategy,data,creative,and technology experts combine digital innovation,data,and cultural insights
56、 to help us understand what people want at every part of the journey.Through capabilities in products&platforms;physical&digital;and campaigns&content,we turn ideas into experiences that make a difference for our clients,their customers,and the world we all live in.Learn more at .Razorfish is part of Publicis Communications,a division of Publicis Groupe Euronext Paris FR0000130577,CAC 40,a global leader in communication.wearerazorfish