A recent article in Research Live highlighted some interesting statistics through a study conducted by Coleman Parkes (on behalf of Accenture). The research was carried out across the US and UK and 2000 people were interviewed. The research showed that
- 80% of consumers believe that data privacy no longer exists
- 87% believe that adequate safeguards are not in place
- 64% are concerned with their buying behaviour being tracked
Interestingly 49% would not object to having their behaviour tracked if it would result in relevant offers and 64% welcomed in store targeted texting (this brings up IBeacon which will be discussed in future posts)
For me this tells us that we are deeply concerned and do not believe our information is being protected adequately. While we are open to sharing information if it results in better offers and services. Lastly, it implies that we are not currently feeling much value from sharing (willingly or not) our information.
By taking and managing our own data there is level playing field and information flows act much more in a loop rather than top down. So lets understand what our rights are to our own information. For this post I have focused specifically on North America and Europe
Europe – Under EU Data Protection Regulation any European citizen can request access to any document held by an EU institution including personal information. There is no limit on the number of requests the subject makes unless they are identical requests and therefor a reasonable interval of time must have elapsed. There are limits to the cost that can be charged to the consumer
US – Under the FTD Fair Information Principles consumers are allowed access and participation to their information. Access as defined in the information principles includes not only a consumers ability to view the data collected but also to verify and contest its accuracy. This access must be inexpensive and timeline in order to be useful to the consumer.
Canada – Under PIPEDA (The Personal Information Protection and Electronic Documents Act), The law gives the individual the right to access and request correction of the personal information an organisation has collected about them.
Our rights to our data provides a fantastic opportunity between the customer/organisation relationship!