BIG DATA

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BIG DATA – opportunities AND RISKS Scenarios E-Commerce, Shopping, Loyalty Cards Please imagine that you regularly visit a shop or use store loyalty cards. You have accepted to be contacted by the company. To what extent are you comfortable with the following scenarios? To what extent are you comfortable with the following scenarios? very comfortable comfortable neutral uncomfortable it should not be allowed The shop uses the data they collect to improve their service or product portfolio and adapt it to the customers’ preferences. 6 39 29 14 11 The shop uses the data they collect to send you personalised offers or special deals on products that would be interesting to you based on your shopping patterns in the past. 7 37 23 22 10 The shop sells your data for advertising and marketing purposes to a third party. 1 9 12 32 45 The shop uses the data they collect and is able to realise that a change in your life has occurred (e. g. a child is born) and offers you special products based on this data. 2 22 21 31 23 28
BIG DATA – opportunities AND RISKS very comfortable comfortable neutral uncomfortable it should not be allowed The shop uses the data they collect from your shopping habits to estimate your income and offers you suitable products based on that estimation. 2 17 21 32 28 You use the smartphone app of a shop, e .g. a supermarket chain. The app has access to your location and sends you special offers or information when you get close to a branch of the chain. 5 23 21 33 18 Please imagine that you regularly visit a shop or use loyalty cards of a store. You have accepted to be contacted by the company. To what extent are you comfortable with the following scenarios? Missing values to 100%: no answer. Base: Respondents answering scenario (n= 2.671) Customers are only happy to give shops details of their purchasing behaviour if they can derive a personal benefit from this. Well over 40 percent of users have a positive attitude to improved service and product quality that is customised to their own needs (45 percent) and personalised offers based on their own purchasing behaviour (44 percent), and are willing to provide their data in return. In particular, personalised offers are popular with six out of ten Spanish citizens (60 percent), while the figure for Germans is only eleven percent. The respondents display a strong aversion to their details being sold to third parties, with 45 percent stating that this should be banned and 32 percent feeling uncomfortable with this scenario. The aggregation and evaluation of personal data can enable providers to tailor their advertising to their customers. However, respondents tend to be critical of this. A third of them feel uncomfortable when shops use their personal data to draw conclusions about their personal situation (31 percent) or their income (32 percent). Approximately a quarter argue that these activities should be banned (23 and 28 percent respectively). The prospect of using an app that will identify your location and will send you offers from a store when you are close to it also does not go down very well. Only 28 percent of respondents feel comfortable with this option. The shop uses the data they collect to send you personalised offers […] based on your shopping patterns in the past. Ø44% Ø10% -100 -75 -50 -25 0 45 11 it should not be allowed 10 18 60 6 Please imagine that you regularly visit a shop or use loyalty cards of a store. You have accepted to be contacted by the company. To what extent are you comfortable with the following scenarios? Base: Respondents answering scenario (n= 2.671) 52 16 54 51 4 5 CZ DE ES FR IE IT NL UK 39 6 40 14 very comfortable or comfortable it should not be allowed 29
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BIG DATA

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