Coming to terms with issues surrounding big data and digital’s vast terrain seems like running on an endless treadmill. But at ARF’s RE:THINK 2014 conference in New York this week, attendees found some answers to dilemmas like online consumer privacy, what drives contagious content and defining digital metrics. A research survey, mnemonic device and reference guide all contained clues, and below are key takeaways.
Consumers’ reaction to online privacy incursions: Do not disturb.
“The creepy part of privacy invasion is when they get it right”, said Communispace‘s chairman, Diane Hessan. Her firm collaborated with Pew Research Center, conducting research among 50 global communities, to understand tradeoffs between online privacy and personalization.
The key finding: 86% of consumers would stop data tracking if they could. Only 14% would like to receive targeted offers based on purchase or browsing histories. Older consumers are more concerned with privacy, and younger ones are more open to offers. Online users want to avoid invaders like hackers or advertisers, finding targeted ads to be annoying, creepy and intrusive.