Welcome!

News Feed Item

Orange: New research identifies increasing trust tension among European consumers in how organisations use their personal data

Orange today releases the findings of new research into consumer concerns about how companies use their personal data – research which clearly demonstrates that all businesses need to work together to rebuild consumer trust.

This first instalment of an independent, three-part study with consumers across France, Poland, Spain and the UK highlights that consumers are increasingly wary about how their information is being used, do not feel in control, and do not believe there are any resources to help educate them on how to manage their data online.

Indeed, over three-quarters (78%) state that it is hard to trust companies when it comes to the way they use consumer personal data, and an identical figure (78%) feel that service providers hold too much information about consumer behaviour and preferences. Meanwhile, 82% feel they have little power to control the way their personal data is used by organisations.

While there are exciting opportunities for both consumers and service providers that can be built on intelligent, consensual and responsible use of consumer data – trustworthy data use is increasingly a fundamental requirement, and is having a greater impact on companies’ overall reputations. In fact, 29% of consumers trust companies less over the past year in general, while 16% report more and 55% have neither more nor less trust, clearly illustrating that trust is in decline.

“Faced with the rapid development of uses of consumer data, more needs to be done to help consumers understand and manage how their personal data is used,” Daniel Gurrola, Vice President, Business Vision, Orange, said. “In 2013, Orange made a commitment to our customers and the European Commission to increase transparency and control1. We have started on this journey with increased transparency and new services such as Orange’s personal data dashboard, but this research shows that we, as an industry, have much more to do.”

The trust gap is increasing

The independent research points clearly to an increasing trust tension towards organisations holding consumer data, as well as a lack of trust in the responsible use of that data. Of most concern, is the fact that trust is waning, with multiple sectors seeing a decline in the last year:

Which organisations do you trust less / more than a year ago?

  • Financial institutions: 31% of respondents trust less than a year ago (21% trust more)
  • Device manufacturers: 19% less / (18% more)
  • Mobile operators: 26% less / (16% more)
  • Internet service providers: 26% less / (16% more)
  • App developers: 26% less / (13% more)
  • Social networks: 46% less / (12% more)

The research shows that the treatment of personal data is a primary driver of consumer trust in organisations, and is almost as important as the quality of the core services that an organisation delivers. Trust in organisations to use personal data online also varies by vertical sector, with financial institutions being most, and social networks being least trusted:

Who do you trust to use/protect personal data?

  • Financial institutions: 51%
  • Mobile operators: 41%
  • Device manufacturers: 41%
  • Internet service providers: 41%
  • App developers: 24%
  • Social networks: 20%

Imbalance of benefits

Alongside the issues around trust are concerns about who benefits most from the data that consumers share with organisations:

  • Just 6% of respondents feel that the consumer is the main beneficiary of organisations gathering information about customer purchasing behaviour or history
  • 67% say that the organisations themselves benefit most
  • Just 16% see the benefits as being equally shared

The research also demonstrates that consumers today do not think they are well informed about how their data is used or how to manage it, and there is currently no clear consumer champion to educate them. Consumer bodies are doing the best job, but the relatively low figures suggest there is a need for improvement across the board:

Who educates consumers about managing personal data?

  • Consumer bodies: 36%
  • Mobile operators: 20%
  • Internet service providers: 20%
  • National government organisations: 12%
  • Don’t know / None: 37%

However, it is perhaps most telling that 37% cannot think of any organisations that are doing a good job of educating the consumer about managing their personal data.

Tackling the problem is a collective responsibility

Consumers are clearly saying that work needs to be done by all businesses in order to address the issue of trust and ensure that the opportunities created by use of data – for both the consumer and companies involved – are not lost.

Importantly, the research indicates all businesses have a role to play, and only through working together will consumer trust be increased.

On the eve of Mobile World Congress in Barcelona, the mobile industry’s largest annual event, Orange is making a call to action around three key areas which need addressing by all businesses:

  • Transparency – the industry needs to be more answerable and transparent about data usage and data sharing
  • Control – the industry needs to provide tools to allow consumers to control their data, dialling up, or dialling down as they wish, and receiving the services and benefits accordingly. Data sharing must be an informed decision from the consumer
  • Education – there is currently no stand-out body who is seen to be educating the consumer about how to control their data. The industry must therefore act as a collective consumer champion and show the way forward

Fundamentally, consumers want the balance redressed in order to gain greater control of their personal data and benefit more from sharing their data. This can be achieved by providing consumers with transparent data policies and offering tools to help them control use of their data.

The executive summary and an overview of the results can be downloaded at www.orange.com/digitaltrust.

-ends-

about the Orange Data Privacy Charter

Orange aims to be recognised by its customers, users and partners as their “trusted operator”. To that end the Group has made clear and solid commitments to protecting personal data and respecting our customers’ privacy.

On 7th November, at the Hello 2013 Show, Stéphane Richard officially signed a charter comprising 4 commitments to protecting our customers' personal data and privacy :

  • security of customers’ personal data through its reliable processing and secure storage
  • control for customers over their own personal data and how it is used, including a personal dashboard
  • transparency in terms of the handling of data for its customers and users at all stages throughout our relationship
  • support for all its customers and users to help them protect their privacy and manage their personal data better

To learn more about the Orange Personal Data Charter, click here.

about the Future of Digital Trust research
Loudhouse conducted 2,023 online interviews among adults 13+ who have a mobile phone in the France, Poland, Spain and the UK. Fieldwork was conducted in December 2013 and January 2014.

about Orange
Orange is one of the world’s leading telecommunications operators with sales of 43.5 billion euros in 2012 and had 166,000 employees worldwide at 30 September 2013, including 102,000 employees in France. Present in 32 countries, the Group had a total customer base of more than 232 million customers at 30 September 2013, including 175 million mobile customers and 15 million fixed broadband customers worldwide. Orange is also a leading provider of global IT and telecommunication services to multinational companies, under the brand Orange Business Services.

Orange is listed on the NYSE Euronext Paris (symbol ORA) and on the New York Stock Exchange (symbol ORAN).

For more information: www.orange.com, www.orange-business.com and on Twitter: @orange, @orangegrouppr, @orangebusiness.

Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited.

1 To learn more about the Orange Personal Data Charter, click here http://hello.orange.com/en/further-with-new-uses/charte-des-donnees-perso

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
Pulzze Systems was happy to participate in such a premier event and thankful to be receiving the winning investment and global network support from G-Startup Worldwide. It is an exciting time for Pulzze to showcase the effectiveness of innovative technologies and enable them to make the world smarter and better. The reputable contest is held to identify promising startups around the globe that are assured to change the world through their innovative products and disruptive technologies. There w...
As the world moves toward more DevOps and Microservices, application deployment to the cloud ought to become a lot simpler. The Microservices architecture, which is the basis of many new age distributed systems such as OpenStack, NetFlix and so on, is at the heart of Cloud Foundry - a complete developer-oriented Platform as a Service (PaaS) that is IaaS agnostic and supports vCloud, OpenStack and AWS. Serverless computing is revolutionizing computing. In his session at 19th Cloud Expo, Raghav...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
With over 720 million Internet users and 40–50% CAGR, the Chinese Cloud Computing market has been booming. When talking about cloud computing, what are the Chinese users of cloud thinking about? What is the most powerful force that can push them to make the buying decision? How to tap into them? In his session at 18th Cloud Expo, Yu Hao, CEO and co-founder of SpeedyCloud, answered these questions and discussed the results of SpeedyCloud’s survey.
SYS-CON Events announced today that Isomorphic Software will exhibit at DevOps Summit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Isomorphic Software provides the SmartClient HTML5/AJAX platform, the most advanced technology for building rich, cutting-edge enterprise web applications for desktop and mobile. SmartClient combines the productivity and performance of traditional desktop software with the simp...
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Kubernetes, Docker and containers are changing the world, and how companies are deploying their software and running their infrastructure. With the shift in how applications are built and deployed, new challenges must be solved. In his session at @DevOpsSummit at19th Cloud Expo, Sebastian Scheele, co-founder of Loodse, will discuss the implications of containerized applications/infrastructures and their impact on the enterprise. In a real world example based on Kubernetes, he will show how to ...