CONSUMER PRIVACY

Almost every person questioned in survey objects to reselling of data

By our News Team | 2023

Hypothetically, consumers would even go as far as to pay to prevent their personal information being resold to third parties.

Overwhelmingly, international consumers value their personal data and are concerned about the information being collected by the likes of retail stores, service providers and loyalty schemes.

The research, led by the University of Bristol in the UK and published in the peer-reviewed Library of Science journal Plos One, found that 96% of people would protect their personal data from being shared by these organisations for commercial gain if they had a choice.

Consumer Privacy

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Study participants completed a 30-min online hypothetical task that asked consumers whether they would be happy to pay to keep their data private. And, if so, how much they were willing to pay to protect it. 

Categories of data included: electricity consumption; medical records; mobile phone GPS data; social media; online browsing history; banking transactions; physical activity; and loyalty cards.

Results showed that, overall, 96% of individuals were willing to pay to avoid sharing their personal data in at least one of the data-sharing categories. Banking transactions was the data type people considered the most important to protect, with almost every person keeping their banking data private.

Medical records also high on the privacy wish-list

This was followed by medical records data, with at least 79% of people willing to pay to protect this information, 72% for mobile phone GPS data, 43% for online browsing history, and 39.8% to protect social media data. 

Data collected via loyalty cards, electricity use, and physical activity was seen as less valuable, as fewer participants were willing to pay to protect it.

The researchers emphasise that they are not advocating for a market for personal data – in which service users are forced to pay for online privacy – but merely want to highlight how much value consumers place on the privacy of their data.

“Digital technology opens up a new era in personal data sharing of consumer behaviour and habits,” said Dr Anya Skatova of Bristol University.

“Most of us pay our pay our bills and do our banking online, [as well as] interact with friends online. All these interactions leave a trail of data as we go about our daily business. While it is often promised that this data is secure, it can used by undisclosed third parties which doesn’t always benefit the consumer whose data is being used.”

“Our results from this research show how high a value people put on the privacy of their data, especially where there is no personal benefit to them.”

You can read more about the research here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.