Less than half of consumers confident of data security: survey
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E-mail Xinhua, November 21, 2014
The majority of global consumers are concerned about the privacy and security of digital personal data, and only 45 percent of consumers have confidence in the security of personal data, a survey has shown.
About two-thirds of consumers are willing to share additional personal data with digital service providers in exchange for additional services or discounts, according to the survey.
The survey, by global consulting company Accenture, was conducted online between October and December of 2013, with 23,000 consumers in 23 countries including Australia, Brazil, China, France, Turkey and the United States.
Trust in the security of personal data varies widely across the globe with developed markets expressing less digital trust overall, the survey said.
Consumers in emerging markets, consisting mostly of the growth markets of Latin America and Asia, are more trusting, with 50 percent having confidence in the security of personal data compared to 41 percent of consumers in developed markets, it said.
India took the lead with 72 percent of respondents saying they were confident in the security of their personal data. The Japanese people have the least confidence with only 26 percent confident. In China, 45 percent of they surveyed said they were confident in the security of their personal data, according to the survey.
Digital trust also varies by age and gender. Only about one in three consumers aged 45 and older are confident in the security of personal information. Female consumers are significantly less confident than males overall in the security of their personal information.
Most people are willing to share their personal data as a trade-off for extra benefits, but only 28 percent are willing to share additional personal data if that information is then going to be shared with a third party, highlighting the importance of the data control dimension of digital trust.
With the rise of the Internet of Things, increasing volumes of personal data being transported across the Internet and between devices, trust is a greater cause for concern, it said.
Aside from issues of data ownership and transport, there are challenges defining who is responsible for ensuring that data is accessed, delivered and stored securely.
"Strong digital trust could help brands attract and retain customers, offer new products and services and position themselves well within the larger value chain of goods and services," according to the survey. Endi
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