Will Online Privacy Issues Go Away with Millenials?
According a survey from the USC Annenberg Center for the Digital Future and Bovitz Inc., Millennials (ages 18-34) are more willing to allow access to their personal data or web behavior and show a greater interest in cooperating with internet businesses. However, this assumes they receive tangible benefits in return.
"Online privacy is dead — Millennials understand that, while older users have not adapted," trumps Jeffrey I. Cole, director of the USC Annenberg Center for the Digital Future, in a statement. "Millennials recognize that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behavior — there’s no going back."
According to the survey:
- Fifty-six percent of Millennials agreed they would share their location with companies in order to receive coupons or deals for nearby businesses compared to 42 percent of internet users 35 and older;
- Fifty-one pecent of Millennials said they would share information with companies "as long as I get something in return" versus 40 percent of those age 35 and older;
- A quarter of Millennials agreed with the statement, "I’m ok with trading some of my personal information in exchange for more relevant advertising," versus to 19 percent of those 35 and older.
- Also related to privacy, almost half of Millennials (48 percent) visit social networking websites several times a day, compared to only 20 percent of users age 35 and older.
In what bloggers on the report saw as contradictory, the survey still found a large percentage of Millennials uncomfortable with others having access to their personal data online or information about their web behavior. When asked about the statement, "No one should ever be allowed to have access to my personal data or web behavior," 70 percent of Millennials agreed, compared with 77 percent of users 35 and older.
Still, Elaine Coleman managing director of media and emerging technologies for Bovitz, said the data shows that Millennials think differently when it comes to online privacy
"It’s not that they don’t care about it — rather they perceive social media as an exchange or an economy of ideas, where sharing involves participating in smart ways," said Ms. Coleman. "Millennials say, ‘I’ll give up some personal information if I get something in return,’" said Coleman. "For older users, sharing is a function of trust — ‘the more I trust, the more I am willing to share.’"
The center surveyed 989 consumers in August.
- Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show Millennials embrace a new online reality – USC Annenberg Center for the Digital Future
- Many younger online consumers are OK with sharing personal data – Internet Retailer
- New Survey Suggests Millennials Have No Idea What Privacy Means – Forbes
- Millennials do care about Internet privacy, they’re just smarter about it – IT World
Do Millennials look at online privacy differently than older generations and what does this mean for retailers? To what degree may their views change as they age?