Experian Asked 2000 People About Their Attitudes Towards Data Sharing – Here’s What They Found
An Experian White Paper
In May of 2018, the arrival of the EU’s General Data Protection Regulation (GDPR) will see a new enforced focus on consumer rights in this space. We will also see the advent of new data driven initiatives such as Open Banking, designed to give consumers more freedom to choose the products and services that work for them. These initiatives make it imperative for the business community to find better ways to communicate with consumers about why we have their data, what we do with it, and how they can use it and control it in the way they’re most comfortable with.
This is why Experian commissioned research to help the company, and data subjects, understand how people in Britain feel about the way their data is kept and used today. Experian has done it because it wants to have this conversation both with the business community and with people themselves. It’s their data, and we want to make sure they’re empowered, comfortable and confident in where it is and how it is being used.
The four key attitudes to sharing data: The Experian research found people’s attitudes towards data sharing can be divided into four distinct groups:
“The Unaware”, group size 22% in the UK: Unaware of the way in which some companies wish to use their data in order to provide them services, these customers are often very excited to access the product or service they desire. They click ‘accept’ without really understanding the consequences.
How to deal with this group and how to engage with them? DO: You need to design data management policies, Ts & Cs and customer support which allow for people to understand them in as clear and concise way as possible. When these customers find out what’s being tracked, they’re likely to want to understand why. DON’T: Assume that just because consumers are quiet that they fully understand the deal that has been struck. Information about data use should be clear and any assistance to help understanding should be freely offered.
“The Acceptor”, the group size 41% in the UK. Accepting, but not thrilled with the amount of data they are asked to share to use digital services, some people simply see it as an inevitable trade-off.
How to engage with them? DO: Help your customers to fully understand the need for sharing their data. Don’t push the boundaries of what you’re asking for from your customers, just because they will accept it, everyone has limits.
“The Cautious”, the group size is 28% in the UK. This group of consumers are by nature cautious with how they approach the data exchange. Particularly those who have experienced poor experiences in the past. Before they share any information they will want to make sure that the company who is asking for their data is legitimate and that they understand fully the relationship they are entering into.
How to engage them? Make it as easy as possible for them to quickly understand how credible your company is with data protection, processing and security.
“The Incognito”, the group size is 9% in the UK. This group has adapted to their environment by figuring out how to navigate data sharing without revealing any information that they do not want to share. They have developed defense mechanisms to prevent them receiving the unwanted ‘hassle’ or surveillance they perceive as part of the digital economy.
How to engage with them?
DO: Gradually ask for extra contact information. Once you build trust and confidence with this group, they are more likely to be open to sharing their information.
DON’T: Use fragmented and unclear processes. Ask for what’s required at each stage when it is required and make the customer journey as seamless as possible. Only ask for information if it is absolutely necessary.
Conclusion: Data can drive innovation and make hugely positive changes to the way the world works, but we need to start building more awareness and confidence about how it is used. The opportunities are boundless and we need to seize the moment to build trust and understanding about how the power of data can be harnessed. It’s an important step in the data revolution, but if we can get it right then we can move forward to a data powered future that can really enhance all of our lives.
To download the White Paper please click on the link below.