El Instituto de la Economía Digital de ESIC ha participado en un estudio mundial de la GDMA (Global Alliance of DataDriven Marketing Associations) donde se ha dado voz a la opinión de los consumidores en relación al uso que hacen de sus datos personales las empresas. El estudio, que ha analizado el comportamiento de los consumidores en relación a la privacidad de sus datos en 10 países, revela que una importante cifra de consumidores acepta el intercambio de datos como parte de una sociedad moderna. La sensación del consumidor es de sentirse más concienciados y cómodos con el intercambio de datos de lo que lo estaban en el pasado.
En España se han entrevistado a 1.054 personas mayores de 18 años, de las cuales el 59% son pragmáticos en lo concerniente a la facilitación de sus datos personales a empresas. Éstos son consumidores que estudiarán hacer intercambio de sus datos personales caso por caso y en función de si el servicio, o la mejora del servicio ofrecido compensan por la información privada que aportan a las compañías. La proporción de pragmáticos de los datos está distribuida de forma relativamente uniforme entre la demografía.
El estudio también aclara que el 22% de los consumidores es de un perfil conservador, éstos son en mayor medida los de más edad, los cuales se muestran reacios a facilitar información personal aún a costa de mejoras del servicio.
Por último, nos encontramos con el sector de los más jóvenes, un 19% de los consultados, los cuales muestran una total despreocupación, no les preocupa la obtención y el uso de información personal sobre ellos.
“El estudio revela que existe un contexto ideal para que consumidores y empresas se relacionen como nunca antes. Uno de nuestros principales hallazgos describe que –teniendo en cuenta la opinión de los consumidores y su predisposición a compartir sus datos personales- puede establecerse un nuevo modelo de relación entre las empresas y sus clientes” destacaba Joost van Nispen, presidente de ICEMD.
Estos datos son una importante fuente para las empresas de cara a mejorar sus estrategias con los clientes.
La actitud que los consumidores tienen a compartir o no sus datos se debe a su preocupación sobre la privacidad online. Según el estudio más de 4 de cada 5 (81%) consumidores en España están bastante preocupados por esta privacidad. Es destacable como ya se ha comentado, cómo son los consumidores más jóvenes quienes muestran algo menos de preocupación a este respecto, con el 74% de la generación de los millennials indicando unos niveles similares de preocupación acerca de la privacidad online.
La amplia mayoría (92%) de los consumidores españoles considera que la privacidad es un derecho básico, un porcentaje que aumenta hasta el 96% entre la generación del Baby-Boom. No obstante, alrededor de la mitad (49%) de los consumidores cree que la privacidad es un problema menor en la actualidad, siempre que no se abuse de los datos.
Un hecho relevante de la sociedad actual es como más de la mitad (58%) coincide en considerar el intercambio de datos e información personal como parte de la economía moderna, asumiéndolo como algo ventajoso.
Con todo, los consumidores españoles consideran que las empresas se benefician desproporcionadamente del intercambio de datos. El 87% de los entrevistados creen que las empresas son las que más se benefician del intercambio de datos, mientras que solo el 5% cree que son los consumidores quienes sacan el mayor partido.
Fuente: http://cso.computerworld.es
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