Are we willing to give up the "data for services" model?

Are we willing to give up the

Probably, only in the time that it will take you to read this article will dozens of attacks destined to steal personal and financial data of all kinds take place in the world.According to the Breach Level Index website, every day they are lost or stolen more than five million personal profiles, which means about 3,500 per minute.

One of the most important leaks in history took place in September last year, when Equifax, a provider of commercial and credit information, was affected almost 148 million accounts.The criminals managed to get postal addresses, numbers of cards of driving and financial profiles. Related

However, the most mediatic case, due to its importance in public life and its protagonists, was that of Facebook.More than 80 million accounts of the social network were used by the Cambridge Analytica data analysis firm, linked to the controversial Steve Bannon, ex-advisor to Donald Trump, for electoral purposes in the United States.As a result, Mark Zuckerberg himself had to give explanations to the US authorities and rethink the entire social network security policy.

Most bet on data exchange

It is worth asking if these cases are changing the perception that users have about the security of their personal information on the internet and if, in some way, they will jeopardize the “data for services” model that Google has imposed, Facebook or LinkedIn, among others, aware that the information is the "oil of the 21st century".

On a political level, Europe has reacted with the full entry into force of the General Data Protection Regulation, the famous GDPR, which hardens penalties for companies that do not properly protect their users' information and forces them to be more transparent and react earlier when a security breach occurs.

Are we willing to give up the

However, a study conducted in 10 countries by the Global Alliance of Data-Driven Marketing Associations (GDMA), which has been promoted in Spain by ICEMD, shows that user positions have barely moved and that in In general, they put the benefits of internet services before the security of your personal data.

Although 74% are worried to some extent about their safety online , just over half of the respondents (51%) in the 10 countries of the study decide on a case-by-case basis share your personal information, and always depending on the benefits obtained.In Spain and the US, the so-called "pragmatics" reach almost 60%.That is, despite the cultural differences, the differences in legislation between states and From the impact of the last massive thefts of information on the web, Internet users mostly accept the current model of "data for services." Specifically in Spain, where 1,054 users over 18 years were interviewed, 80% of Spanish consumers show predisposition to share your personal data with brands.

26% don't care about their data

But the study goes further.It shows that the issue of security is quite foreign to many people.On average, one in four consumers (26%) says they are "little worried" about the way they are collected and use their data.In countries such as Germany and the Netherlands, the "carefree" reach 34% and 35%, respectively.Meanwhile, in Spain, those with the least views, who are usually the youngest, were 19%.

On the other side of the balance are consumers who are not willing to provide their personal information, even in exchange for improvements in service, and who represent a little less than a quarter (23%).In countries like Argentina or Singapore, the reluctant are clearly below 20%.In Spain this group of Internet users, almost always made up of the oldest, is 22%.

Are we willing to give up the

Joost van Nispen, president of ICEMD, says that the acceptance of the exchange of data as part of a normal modern economy is something assumed by the majority.It also points out that there is still "a considerable gap across the world between what consumers really want and what companies offer them".

For his part, Chris Combemale, a member of the GDMA board, is convinced that in general "people understand the value of sharing their personal data as part of a modern economy." And he says that as we move forward it will be "a challenge" to see how companies can take advantage of this positive attitude of consumers so that the relationship of consumers with the data economy does not end with "a reluctant acceptance".

Companies benefit "disproportionately"

In Spain, 58% of respondents agree to consider the exchange of data and personal information online as part of the modern economy.However, these same Spanish consumers believe that companies benefit "disproportionately" of data exchange.Specifically, 87% of respondents believe that companies are the ones that benefit most from data exchange, while only 5% ensure that it is the consumers who get the most out of it.a worrying fact that can break the relationship of trust that exists mostly between providers and internet users.

And one last concern that the ICEMD study points out, and which precisely addresses the GDPR, is that of control over personal data when they become in the hands of companies, while the majority of Internet users in the world and in this country He has no problem in continuing to exchange personal data in exchange for services, if they care that this information finally comes to third parties.Yes, about half of those interviewed in Spain say they have little or no control to prevent companies exchange your personal data with other companies; In addition, an overwhelming majority of Spanish consumers (89%) would like more control over data exchanges and the way they are stored.

Images/iStock Oatawa/Filistimlyanin/ViewApart

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