Welcome!

News Feed Item

Fear of Data Sharing Rose Significantly in Last Two Years

McCann's 'Truth About Privacy' Study Also Finds Concerns About Bullying Are Shifting Social Media Behavior Among Youth

LAS VEGAS, Jan. 9, 2014 /PRNewswire/ -- U.S. consumer attitudes and behavior related both to data sharing and social media oversharing have shifted significantly just within the last two years, according to a newly released "Truth About Privacy" study conducted by McCann Worldgroup. This "pendulum swing" is occurring across the board generationally, but is most pronounced among teens, whose "migration" across social media channels reflects growing concerns about bullying in addition to evolving opinions about what's cool or not.

The new quantitative study by McCann Truth Central, McCann Worldgroup's consumer intelligence unit, follows up on a similar report the agency conducted in 2011.  The latest wave of quantitative research was conducted in November 2013 with 1,100 U.S. consumers (aged 18+), and supplemented qualitatively with five group discussions with U.S. consumers aged 16-60 years old.

McCann Truth Central's latest wave of research found the following striking changes over the last two years:

  • The #1 privacy fear that increased significantly since 2011 is that the government will use people's personal data against them in some way.
  • Companies considered to be the greatest threat and that are the least trusted with data are the Silicon Valley companies, such as Google and Facebook.
  • What did not change, however, is that banks are still the most trusted institution when it comes to using sensitive personal information properly.

In a surprising twist, this latest study has also uncovered new concerns, a kind of "privacy backlash," that has much more to do with a new consumer etiquette around what and how to share online.  "Selfie," for example, may be 2013's dictionary word of the year, but just under half of American under 34 say selfies are not cool. Similarly, reflecting that this is not just a young generational trend, 77% of people over the age of 35 consider posting frequent selfies on Instagram to be "uncool."

"We found evidence of a new trend towards being more selective and exclusive when it comes to sharing, even among the teenage generation," said Nadia Tuma, Deputy Director, McCann Truth Central. "As one of our young people said, 'the pendulum is swinging in the direction of more privacy.' This may explain why young people are moving from Facebook to Snapchat. It is becoming cooler to be a bit mysterious, like not being very searchable on Google."

"With social networks taking on a more dominant role in our lives, we face a myriad of potential social pitfalls," said Laura Simpson, Global Director, McCann Truth Central.  "Our findings point to new rules for navigating a world where privacy and publicity collide. The challenge lies in maintaining a delicate balance between making yourself seem interesting without looking vain."

Concerns about privacy, including bullying as a related aspect, are having a marked effect on youth migration patterns with regard to social media. Given the permanence of texts, tweets and status updates, bullying is changing the way people behave online. For example, youth in the survey explained their migration from Facebook to Snapchat as being partly attributed to greater privacy (and therefore less bullying).

But bullying is only one of what might be called "The 4 B's" that are defining currently accepted sharing and privacy practices with regard to social media. In addition to Bullying, these include avoiding Boring, Boasting and Begging behaviors as well.

BORING:

  • Only 34% of people think posting routine activities as status updates on Facebook is COOL
  • On the other hand, 64% of people think the less personal approach of frequently posting silly or funny articles on Facebook is COOL

BOASTING:

  • Only 35% of people think frequently "checking in" your location on Foursquare is COOL
  • 63% of people think having a personal style blog that chronicles your daily outfits is UNCOOL

BEGGING:

  • 73% of people think adding people you don't know as LinkedIn connections is UNCOOL
  • 72% of people think adding people you don't know as Facebook friends is UNCOOL
  • 63% of people think defriending people who are not your "real" friends on Facebook is COOL

Brands can also fall afoul to these new rules. As the world of marketing continues to embrace applications related to data and social media, these new McCann Truth Central findings about the required balance between privacy and publicity extend to how American consumers view brand marketing behavior as well. Given these new rules, brands must be careful not to over-step the mark, as some of their actions could be considered "bullying" by some consumers:

  • 66% of people think a brand using your content on their social media site without your permission is UNCOOL
  • 57% of people think a brand calling you with an automated personalized message is UNCOOL

About McCann Truth Central
McCann Truth Central is McCann Worldgroup's global intelligence unit dedicated to discovering the truths that illuminate the world and will help brands make their mark on it.  With representation in over 100 countries around the world, the team has conducted over 12 studies with over 20,000 consumers. Recent global studies include "The Truth About Affluence," "The Truth About Wellness," and "The Truth About Connected You." For more about Truth Central please visit: http://truthcentral.mccann.com/truth-studies/

Methodology for The Truth About Privacy Study
An online quantitative study conducted in the U.S.-only surveyed a 1,100 nationally representative sample of adult consumers 18+. Qualitative research included five group discussions with U.S. consumers aged 16-60 years old.

About McCann Worldgroup
McCann Worldgroup, part of Interpublic Group (NYSE: IPG), is a leading global marketing company with 23,000 employees in more than 120 countries, comprising McCann Erickson (advertising), MRM (digital marketing /relationship management), Momentum (event marketing/promotion), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), and FutureBrand (consulting/design).

SOURCE McCann Worldgroup

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
It’s 2016: buildings are smart, connected and the IoT is fundamentally altering how control and operating systems work and speak to each other. Platforms across the enterprise are networked via inexpensive sensors to collect massive amounts of data for analytics, information management, and insights that can be used to continuously improve operations. In his session at @ThingsExpo, Brian Chemel, Co-Founder and CTO of Digital Lumens, will explore: The benefits sensor-networked systems bring to ...
Deploying applications in hybrid cloud environments is hard work. Your team spends most of the time maintaining your infrastructure, configuring dev/test and production environments, and deploying applications across environments – which can be both time consuming and error prone. But what if you could automate provisioning and deployment to deliver error free environments faster? What could you do with your free time?
"We formed Formation several years ago to really address the need for bring complete modernization and software-defined storage to the more classic private cloud marketplace," stated Mark Lewis, Chairman and CEO of Formation Data Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Cloud analytics is dramatically altering business intelligence. Some businesses will capitalize on these promising new technologies and gain key insights that’ll help them gain competitive advantage. And others won’t. Whether you’re a business leader, an IT manager, or an analyst, we want to help you and the people you need to influence with a free copy of “Cloud Analytics for Dummies,” the essential guide to this explosive new space for business intelligence.
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet a...
Ixia (Nasdaq: XXIA) has announced that NoviFlow Inc.has deployed IxNetwork® to validate the company’s designs and accelerate the delivery of its proven, reliable products. Based in Montréal, NoviFlow Inc. supports network carriers, hyperscale data center operators, and enterprises seeking greater network control and flexibility, network scalability, and the capacity to handle extremely large numbers of flows, while maintaining maximum network performance. To meet these requirements, NoviFlow in...
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
"This week we're really focusing on scalability, asset preservation and how do you back up to the cloud and in the cloud with object storage, which is really a new way of attacking dealing with your file, your blocked data, where you put it and how you access it," stated Jeff Greenwald, Senior Director of Market Development at HGST, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Large scale deployments present unique planning challenges, system commissioning hurdles between IT and OT and demand careful system hand-off orchestration. In his session at @ThingsExpo, Jeff Smith, Senior Director and a founding member of Incenergy, will discuss some of the key tactics to ensure delivery success based on his experience of the last two years deploying Industrial IoT systems across four continents.