Are you one of those who think that Asians are very different from Americans and Europeans, at least with respect to personal data and privacy? Did you think that an Asian would have different views about personal data and privacy? Well, NogginAsia (www.nogginasia.com) decided to test the above hypothesis by commissioning a survey (a first of its kind in Singapore).
The Personal Data Paradox: Surveys done in the US (eg: Pew survey or EMC survey) and Europe (Eurobarometer survey) have revealed that consumers are worried about the level of intrusion into their lives and the amount of personal data/habits being captured by internet providers/telcos/ecommerce/any digital service provider. They would rather not share such information. On the other hand, they complain that the information they receive from various corporations are often not personalized and makes no sense to them!
The objectives of the Survey: Do Singaporeans care about personal data and privacy? Is the a above paradox true in Singapore?
1. The survey revealed that the following, with respect to respondents’ reactions, when they are asked about their willingness to share certain personal details:
|Comfortable in sharing||Not comfortable in sharing|
|Anything that is not so personal to them such as:
– Marital status
– Number of children
– Political views
– Celebrities they follow
|Anything that could be traced back to them and quite personal, such as:
– Email details
– Phone number/Address
– Medical records
– Financial investments
Singaporeans feel that they would avoid sharing such information, if possible
In summary, over 85% of respondents were comfortable in sharing information that wasn’t considered as very personal to them, as seen in column 1 above (against the 4 questions in the column). And as could be seen in column 2, over two-thirds of respondents weren’t comfortable in sharing information that could be traced back to them (against the other 4 questions in column 2).
2. DNC signup: PDPA has been around for 3 years. Several corporations may have adapted to PDPA. Some corporations have been levied penalties for violating PDPA. So, the survey addressed the basic requirement in PDPA, i.e., about DNC (Do-Not-Call Registry). Did the respondent sign up for DNC registry? While the chart below shows the results, it is important to note that 22% have never heard of DNC! Only 43% have signed up. And 27% did not.
3. Basic privacy related actions: The chart below shows that a significant number of respondents do not want to share personal information or at least care about such information. In other words, Singapore is no different from the West when it comes to sharing personal information. As the chart shows, while 60% of respondents said that they turn off location on social media, about 75% tried blocking ads.
4. The other side of the paradox: Nearly 85% of the respondents felt that they would like to control the kind of personal information they would like to share with corporations. Only 50% of the respondents were comfortable in sharing information against special offers. In other words, the personal data paradox is INDEED VALID in the Singaporean context!
5. Some thoughts based on the above: Should marketers in Singapore continue to spend on location based digital and online advertising? How would they respond as it’s clear that Singaporeans do care about personal data and privacy? With 80% of the respondents claiming that they consider any form of email advertising as spam, how could marketers respond? Write to us at firstname.lastname@example.org with your thoughts on marketing under the new Personal Data Paradigm. You may also share your thoughts on our FB page facebook.com/podket or our linkedin page https://www.linkedin.com/in/Nogginasia