New research released today shows almost eight out of 10 (79 per cent) Australians don’t feel like they have enough control over how their online data is used, also citing concerns over how it’s being collected.
The research conducted by advertising technology company The Trade Desk and YouGov found that 81 per cent of Australians are concerned over the collection and use of their personal data on the internet. In addition, Australians reported the highest level of confusion on data use among consumers in the Asia Pacific region. Over seven in 10 (71 per cent) believe the information provided on how their online data is being used is hard to understand.
This lack of understanding may breed an unwillingness to ‘opt-in’ to share data online, risking the future of online publishers dependent on the revenues from data-driven advertising. However, Aussies have a strong appetite to learn, with 85 per cent stating they would like to better understand what data is being collected as they browse the internet. At the same time, more than half (56 per cent) are more comfortable with their data being used for advertising when they have more control over its use.
The research supports the move to develop a more privacy-conscious identity solution that puts the consumer in the driver’s seat.
James Bayes, General Manager of The Trade Desk Australia and New Zealand, commented on the findings and the announcement about beta testing of Unified ID 2.0 in Australia: “This research reveals both a concerning lack of trust in online data collection and a strong appetite amongst Australians to better understand how it all works.”
