In an age where the internet knows everything there is to know about you, it’s interesting to note that most people aren’t really ok with the practice.
A new Pew Research Center study from the US has shown that while shoppers enjoy the perks of belonging to a grocery store loyalty programs, they’re not lovers of the way their data gets passed around.
Looking at consumer data and privacy, the study shows that while 47 per cent believe it’s acceptable for a grocery store to track shopping habits and sell that data to third parties in exchange for providing people with discounts, 32 per cent said it was not. In addition, 20 per cent responded with “it depends”.
Many of the participants expressed concerns about the safety and security of their personal data in light of numerous high-profile data breaches. They also regularly expressed anger about the barrage of unsolicited emails, phone calls, customised ads or other contacts that inevitably arise when they choose to share precious details about themselves.
In response to a question about having their online behaviour tracked in exchange for getting access to a free online service, one survey respondent wrote, “I want control over what ads are being ‘pushed back’ to me.
“I have no interest in ‘puppy portraits’ but I may be interested in cameras, equipment, etc. In an effort to ‘target’ my preferences, my inbox gets full of [expletive] that is not relevant to me.”
“The ‘selling to third party’ part makes me worry,” another participant said, before acknowledging, “[On the other hand], I have and frequently use a Safeway rewards card, which I suspect has just such an agreement.”
Pew surveyed 461 US adults in addition to conducting online focus groups with a total of 80 panellists for the study.
Older people were even less tolerant of the loyalty exchange, it found. Among those 50 and above, 39 per cent said they would not accept the deals-for-data sharing exchange that defines today’s sophisticated loyalty programs. Meanwhile, 27 per cent of those 18-49 would not be OK with the scenario.
When presented with a scenario in which they might save money on their energy bill by installing a “smart thermostat” that would monitor their movements around the home, most adults consider this an unacceptable trade-off.
As one survey respondent said, “There will be no ‘SMART’ anythings in this household. I have enough personal data being stolen by the government and sold [by companies] to spammers now.”
And while the study didn’t cover every possible data for deals trade-off, it is interesting to note that 17 per cent of adults say they wouldn’t take any of the deals described in the six scenarios and 4 per cent say they would accept all of the deals.
The substantial majority indicate that at least one of these transactions is potentially acceptable to them.
The researchers found that 57 per cent of people agreeing to allow data collection in exchange for supermarket discounts were “resigned” to the concept, while 32 per cent called themselves “tradeoff supporters.”
“By misrepresenting the American people and championing the tradeoff argument, marketers give policymakers false justifications for allowing the collection and use of all kinds of consumer data often in ways that the public find objectionable,” the study concluded.
Modern marketers are tasked with understanding a seemingly endless list of tools, techniques and strategies. To be successful, they have no choice but to be agile. And with the current pace of change in the industry, the demand being put on marketers is only going to increase. Google’s decision to remove third-party cookies from Chrome […]
Carlton & United Breweries has today launched a new campaign that aims to support Australia’s pubs and clubs by shining a spotlight on all the things we love about the pub. Following a significant period of uncertainty and lockdowns across the country, the campaign has been developed to remind Australians of what they’ve missed from […]
As a global service, it is important for Netflix to optimise its content for each region it operates in. As a result, each country has a slightly different library available for viewers to choose from. And now a new study has looked at which country is being offered the best possible content library from Netflix. […]
The British communications watchdog Ofcom has deemed that words such as Boomer, Karen and snowflake are mildly offensive to TV and radio audiences, however, has stopped short of banning the terms. Ofcom was forced to act following a number of complaints from TV and radio listeners about certain words. The regulator examined the following 10 […]
The Nine Network has confirmed that they are working to ensure production of Love Island Australia is able to go ahead after COVID-19 concerns linked to production. While publication So Dramatic has claimed that production is due to be cancelled, a Nine spokesperon told B&T that this was not the case. “We are working with production and […]
As Seven West Media continues to accelerate its digital transformation and market-leading data offering, the business has strengthened its Insights team with the appointment of Craig Johnson as Head of Research and Insights, effective immediately. A key member of Seven’s Audience Intelligence team, Johnson is responsible for measuring and analysing data and insights from Seven’s […]
The ABC TV Network took the bronze medal from Network 10 on Wednesday night, beating it in terms of the daily share. Also significant is that, as per OzTAM’s metro data, 10’s new 7.30pm entertainment show Making It did not reach the top 20 most viewed programs. It had a metro audience of 325,000. 10’s […]
The Foxtel Group has announced it will launch Flash, a first of its kind, dedicated live news streaming service featuring more than 20 local and global live news sources at launch. To be launched in October, Flash will provide a fresh, convenient way for Australians to stay informed by bringing together a diverse range of […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Some 55 per cent of Americans have received both doses of the COVID vaccine while, worryingly, about a third remain unvaccinated with cases again on the rise. So, who better to entice nervous Americans to get the jab than the rather un-PC team at Family Guy. Creators of the legendary cartoon have debuted a three-minute, […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Retail is constantly evolving, and there’s no question that the pandemic has accelerated the evolution. One agency that is helping retailers stay ahead of the ever-changing curve is JustEggs. Founded in 2013, JustEggs specialises in customer acquisition and retention, combining creativity with media. The agency has created over 1,000 campaigns for clients that have delivered […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
Commercial Radio Australia chief executive officer Joan Warner has advised the CRA Board that she intends to step down early next year. Warner has been at CRA, for over twenty years. The search for a replacement CEO will commence immediately with the aim of a new CEO taking up the position during the first quarter […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, has launched its own multi-channel ad campaign to promote the benefits of independent media agencies to companies and marketers. The campaign will feature across radio, TV, out-of-home, digital and print channels, with partner organisations contributing more than […]
Levi Slavin, former CCO of Colenso BBDO, has been appointed Howatson+Company’s new chief creative officer following the sudden departure of Ant White in August. Slavin will join the Sydney-based agency in January. Chris Howatson (pictured below) commented: “Levi is a wonderful human being first, brilliant creative second. He is renowned for his empathy, his commitment […]
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]