2020年数据隐私报告.docx

TABLE OF CONTENTSExecutive Summary2Privacy Is a Concern4Change Is Coming6Taking Action8Closing in on Solutions10Conclusion11ABOUT WAKEFIELD RESEARCHWakefield Research is a leading, independent provider of quantitative, qualitative, and hybrid market research and market intelligence. Wakefield Research supports the world's most prominent brands and agencies, including 50 of the Fortune 100, in 70 countries. Our work is regularly featured in media.To learn more, visit: WATCHING THE CURBS:ONLINE DATA PRIVACY LAWS IN CONSUMERS9AND BUSINESSES9 BEST INTERESTSPRIVACY IS A CONCERNThe Internet has opened up a world of opportunity for U.S. adults who take advantage of their connectivity but unfortunately risk accompanies the conveniences afforded them. From casual usage to executing important business or medical tasks, consumers5 online data privacy is routinely compromised.Consumers are demanding more transparency about personal data that businesses are collecting about them and more control of its usage.In fact, the vast majority (82%) of U.S. adults report that it is very important that their data is kept private, with 98% overall saying it is important to them.For parents, ensuring that their children are not subject to unauthorized tracking and profiling while they are online is an even higher priority. Nearly 9 in 10 (87%) parents say it is very important to them that their children's data is kept private.Businesses, which depend on data to better understand their customers and to more effectively market to them, recognize the importance of personal data protection. Nearly all (94%) marketing executives say it is important to consumers that their data is kept private.82%CONSUMERS MARKETING EXECSWhile consumers and marketing executives alike overwhelmingly find data privacy to be important, more than 8 in 10 consumers find it very important, while just under 3 in 10 marketing execs value it to the same degree.*ASKED AMONG 500 U.S. MARKETING EXECUTIVES, VP+ AND AMONG 2,000 U.S. ADULTSWhile consumers and marketers agree data privacy is important, there is a notable divide among those who think it is very important: While 82% of U.S. adults think ifs very important, indicating this is a critical issue forthem, only 29% of marketers believe data privacy to be very important to consumers.The ultimate decision-makers, C-suite marketing executives, are significantly more likely to agree that it's very important to consumers that their data is kept private (42% vs. 23% for non-C- suite marketing executives).However, tailoring policy and procedures to ensure data privacy protection can be a massive endeavor, particularly since it has been largely unregulated. 2 in 5 (40%) marketing executives say that the lack of legal clarity is a barrier to implementing stricter privacy practices at their organizations.The most frequently cited barriers are complexity of implementation (54%), costs of implementation (54%) and the time it takes to implement (51 %). Notably, complexity ranked at or above time and money, the two most commonly cited issues across all industries for executives looking to make changes. This is likely because the very nature of data privacy in the digital era is that of constant change 一requiring ongoing implementation, monitoring and updating to stay apprised of new and future threats.Additionally, this state of flux may be why marketers have expressed they are willing to do as the law requires, but no more, as this shifting landscape means the next threat is never precisely known. All told, 83% of marketers believe there is no need to protect consumer privacy beyond what is required by law.CHANGEIS COMINGUntil recently, the U.S. had stood idly by as European nations began enforcing the General Data Protection Regulation (GDPR) privacy law in 2018. The U.S/ sole national law on online privacy protection, the Children's Online Privacy Protection Act (COPPA), went into effect in 2000 and was revised for the first and only time in 2013, clearly failing to keep pace with technological innovation. Now, nearly two dozen states have laws going into effect in 2020 modeled after the California Consumer Privacy Act that requires businesses to tell consumers what data they're collecting and to delete that data if requested.However, state-by-state legislation leaves many larger businesses in a compliance quandary as most conduct business in California, the nation's biggest market, as well as nationally.The burden of compliance is enormous. The vast majority (88%) of marketing executives agree that federal laws on data privacy would provide more clarity for marketers than the current state-by-state legislation. Internet commerce relies on cross-border trade, making the risk of mismatched or even conflicting statutes ever more tedious for businesses to navigate.Consumers are aligned with businessesin the belief that data privacy laws are needed but they're focused on protecting their rights. Nearly all (95%) U.S. adults agree that there is more that privacy laws should do to protect their personal data, with more than 3 in 5 (61 %) strongly agreeing.At its core, consumers value their data rights as strongly as other freedoms guaranteed to them as U.S. residents. Nearly 2 in 3 (64%) consumers feel it is more important to protect individual rights, such as privacy or freedom of speech with regard to data collection and use, than to protect the public wellbeing, such as safety or law enforcement concerns (36%).2 in 5 marketing executives say lack of legal clarity is a barrier when it comes to implementing stricter data privacy practices*ASKED AMONG 500 U.S. MARKETING EXECUTIVES, VP+Nearly all (94%) U.S. adults expect companies to tell them something about the use of their data. More specifically, the majority of U.S. adults expect companies to tell them what will be done with their data (74%) and with whom their data is being shared (74%), This also includes disclosing what data has been collected (70%), how long it will be retained (59%), who is storing it (56%), and where it is being stored (54%). At a high level, marketing executives are in agreement99% of them say that companies should tell consumers something about how their data is used.But when asked about specific disclosures, far fewer marketing executives say that companies should tell consumers what will be done with their data (56%) and with whom their data is being shared (58%), Interestingly, marketing executives at large companies ($75M+ revenue) are significantly more likely to agree that companies should tell consumers what will be done with their data (71%), compared to those at companies with revenues between $10M and $75M (52%).And while consumers are encouraged by the fact that their data privacy concerns are being considered, more than half of respondents (52%)as well as 49% of parents-believe that the federal government should lead the way.Those sentiments are the driving force behind support for a national debate on data privacy policy. Both consumers and marketers are in perfect alignment almost three-quarters each (72%) agree that presidential candidates should talk more about data privacy.More than 3 in 4 (76%) parents believe that 2020 presidential candidates should be discussing data privacy more, but they don5t stop there. The overwhelming majority (92%) agree that protection of children's data should be a priority in the upcoming election cycle, with more than half (53%) of parents agreeing strongly.The vast majority (88%) of marketing executives agree that federal laws on data privacy would provide more clarity for marketers than the current state by state legislation.*ASKED AMONG 500 U.S. Marketing Executives, VP+There's cautious optimism for the future, though. Just over half (51%) of adults believe data privacy laws will meaningfully change in the next 12 months.Parents are eager to have stronger regulation of websites and online services that are not specifically aimed at children, but are widely used by kids. A clear majority (61 %) of parents believe it is realistic to believe that data privacy laws specifically for children will meaningfully change in the next 12 months.TAKING ACTION*ASKED AMONG 2,000 NATIONALLY REPRESENTATIVE U.S. ADULTSWhile data privacy laws are expected to change the way data is collected, shared, and handled moving forward, consumers are taking action in the interim to counter intrusions. An overwhelming majority (84%) of U.S. adults have decided against engaging with a company because it needed their personal info. And 71%did so more than once-indicating that it is a pattern; consumers will not engage if they feel that they need to give away too much of their personal information.Privacy concerns are also causing consumers to walk away from business relationships. Three-quarters (75%) of adults have stopped engaging with a company out of concern for the way they use personal data. Harkening back to earlier consumer sentiment on data use and collection, transparency and disclosures could be effective in stemming the loss of engagement.Online privacy laws could provide consumers peace of mind because 93% of U.S. adults have concerns about how websites use their personal data. They're especially concerned about data usage by social media accounts (62%), email (26%), messaging apps (24%), and games (20%).3 in 4 adults have stopped engaging with a company out of concern for the way they use personal data. And nearly 4 in 5 parents have done so.Despite the convenience and advanced capabilities of apps, many consumers can find it difficult to trust in their usage. The overwhelming majority (87%) of U.S. adults have taken some sort of action out of concern for an app's use of their data. Nearly 3 in 5 (59%) have deleted an app from their phone, stopped installing it halfway through (49%) or used an alternative email address (34%), These real-time actions by consumers further point to the need for improved disclosures that help to build trust with consumers.Parents are being vigilant in making sure their children aren't unintentionally revealing more about themselves online, but there is only so much they can do. Nearly 3 in 5 (57%) parents have concerns about certain apps their children use, and there are an average of 5 of these apps on the devices their children use.Nearly all (96%) parents have taken steps to protect their children's online privacy.The most common actions are monitoring their children's online activity (72%), prohibiting access to websites that ask for private information (54%) and blocking specific web content (53%).Some apps, though they have not been deleted, are still seen as suspect by consumers. More than 4 of 5 (81 %) U.S. adults have an app on their devices about which they have privacy concerns. On average, adults have 8 of these apps on the devices they use.Many U.S. adults see these privacy protection efforts as an exercise in futilitynearly 9 in 10 (86%) agree that, in today's world, losing some of their privacy is inevitable.CLOSING IN ON SOLUTIONSFederal Solutions?52%Consumers49%Parents52%Marketing Execs*ASKED AMONG 2,000 nationally representative U.S.adults, including 800 parents of children younger than 18 and among 500 U.S. marketing executives, VP+Aside from having a national policy making compliance for companies that conduct business online far less complicated, the push for compliance could also produce a business advantage. Nearly half (45%) of marketing executives say that having stricter privacy laws would actually facilitate innovation.Nearly all marketing executives (94%) see advantages in implementing stricter privacy standards before they become mandatory. The greatest of those advantages are: Improved brand perception (46%), higher market valuation (46%), industry leadership (45%), cost savings in the long run (43%), and being early-to-market (39%).While nearly all (99%) marketing executives say their company could potentially use consumer datafor business staples such as marketing strategy (57%), product development (53%), sales strategy (49%), consumer relationship management (46%), or UX development (39%)there is a shift to leveraging data in a smarter way.The vast majority (74%) of executives favor the collection of quality data一 fewer, more targeted data points as a strategyover quantity, collecting more data points overall (26%). This finding indicates a shift toward a more thoughtful approach to data collection and use, which is likely to benefit both consumers and companies alike.want the federal government to take charge in driving data protection policy changes.1111WAKEFIELD RESEARCH WHITE PAPER REPORTMost of all, an unequivocal measure of businesses9 focus on privacy policy is their financial commitment. The vast majority of marketing executives (71%) say that their companies will increase their investments in data privacy governance next year with nearly a quarter (24%) saying that they will increase significantly.C-suite executives are more likely than those in lower ranks to say that their company's investments in data privacy will increase significantly (32% vs. 21 %).If consumer preferences win out, businesses could find they need to allocate cash to pay for the data they collect: 60% of consumers would be willing to share their private data for cash, while 26% would share for product incentives and 21% would share for free content.Adhering to common business practice, companies would prefer to limit cash expenditures. Less than a third (31 %) of marketing executives feel that consumers should receive cash in exchange fortheir personal data.Companies would prefer to compensate consumers with better shopping recommendations (51%), streaming subscriptions (50%) and product incentives (50%).It is apparent that the road to data privacy policies that meet the needs of all stakeholders must be paved with compromise.CONCLUSIONWith more than 7 in 10 U.S. adults indicating they think data privacy ought to be discussed more in the upcoming election cycle, we expect that data privacy will occupy the minds of many Americans.A majority of consumers think the federal government should take the lead in developing new policies regarding data privacy-and more than a quarter of marketing executives agree.Marketing executives and researchers who use online data have a difficult task ahead of them in striking a balance between all affected parties, but have some clear direction from their customer bases.The key takeaways from this survey are:1. U.S. adults value their privacy online, especially parentsand marketing executives know this;Consumers overwhelmingly demand transparency about how companies are using their data bu