Sharing or selling data for the personalization
People always share their data with companies. Usually for personalization. What is personalization, you know? Let companies pay people for their data besides personalization. Will it be better? Are you ready not only to share your data but get money for it? Our conduct showed that the chance that a person would sell the data is less than share. It’s irrational, isn’t it? And, by the way, how much does the data cost?
We’ve got around 340 respondents. Here results of conduct with answers on these questions.
Let’s introduce our audience
You see that we asked people around the world, most of them from the United States and Europe. So we are talking about developed countries.
I bought a keyboard in a famous big store and continue to see a lot of recommendations for keyboards. It is weird. Obviously, as a usual customer, I wouldn’t buy another keyboard after I’ve purchased mine.
60% of respondents think that personalization is customizing their preferences. 50% think that it also getting recommendations from their usage history. And much fewer respondents expect recommendations based on a forecast that they are going to buy something.
There are around 40 types of personal data emphasized in the study.
The next chart can look complex because of the details. If you aren’t interested in it, go through to conclusions.
Thus, the most difficult for people is the disclosure of private messages and chats. Even more, than DNA, fingerprints, and clinical records.
From the above chart, you can take the idea that respondents are more ready to share information then selling it. For example, almost 50% of respondents are ready to share the name, but only around 40% are ready to get paid for it. It sounds like:
I’m sharing some data and it’s fine. I’m sharing some data and get money for it — no!
When I’ve seen this first, it surprised me a lot. I added the question: “Please, explain why do you prefer to share the data instead of selling? (Or vice versa)?” Taking answers of respondents who prefer sharing and analysis gave these results:
- Sharing is more familiar. Respondents do not understand the concept of selling information.
- Respondents are not ready to sell more data than they agree to share.
- Respondents did not understand the question.
In total, 42,3% of respondents agreed with selling their information without specifying the type of data. The same amount (42% of respondents) disagree to sell their information. 47,9% of respondents are ready to donate their data for scientific researches.
The data cost is confusing. People don’t think that their data could cost something. Let me give you a simple example. You want to buy clothes. Your contacts (that is also your data) have value for companies who sell clothes. That’s true for all possible shopping. It is a straight example, there are more complex scenarios.
Generally, the valuation of the data corresponds to the readiness of sharing or selling. Remarkable, that social network contacts and location data from GPS are comparatively expensive. At the same time, many people give access to their contacts and location on their smartphones.
We got respondents from panel research platforms and survey’s exchange platforms.
Some feedbacks to this survey:
- It was different
- This survey is weird
- Interesting questions and concepts
- It makes me worry that I have shared too much
- It was very interesting and much different from the usual boring car or cell phone surveys
- It makes me think
- Interesting survey. It made me rethink about doing all these surveys.
It was an unusual conduct. We asked people about unknown concepts. It was intentionally. To bring people thoughts about their data value and what they can do with it.
Thank you for participating and inspiration. Keep in touch. If you are still here, I would be grateful for any feedback about this article.
Huge thanks to