My opinion is a valuable thing
YOUNG Australians are happy for their personal data to be available to companies, as long as it is on their own terms, research has revealed. The recent scandal which saw millions of Facebook users allegedly have their data misused has prompted people to take control of their information, by selling it for money or rewards, via surveys and focus groups. A Pureprofile survey revealed 27 per cent of Australians have consid-ered closing their Facebook account due to the recent Cambridge Analytica scandal, while 41 per cent stated they were nervous about companie s accessing their personal data.
But 28 per cent claimed they didn’t mind their personal data being used by companies – provided they had chosen to share it on their own terms.
Modern consumers understand how useful they are to companies, said Pureprofile chief executive Nic Jones.
“Consumers are beginning to really understand the value of their personal data and are willing to take a stand against companies who use this without their consent,” Mr Jones said.
“This new consumer-led personal data pushback means brands need to be transparent about how they access and use personal data.”
Social researcher Mark McCrindle said the emerging generation is more relaxed about their details being available.
“They know they are being tracked through mobile GPS, social media online and are having targeted advertisements popping up in their browser,” Mr McCrindle said.
“This generation is not as sceptical and doesn’t have as conspiratorial a view of the world as previous generations. There is a big generational difference in the willingness to share data.”
He said people liked that they could shape brand decisions. “What has changed though is that people are far less likely to participate in marketing unless there is an incentive,” he said.
“Big companies …can afford to pay and people know this.”
Vanessa Bradshaw signed up with Pureprofile to complete surveys for additional income.
“We’re a single income family, so it was to get a bit extra,” Ms Bradshaw said. “As I went on, I valued the fact I could sell my opinion. Being a stay-at-home mum, it was empowering to be able to influence brands.”
The mother of two completes online surveys and usually receives a few dollars a survey, which adds up over time.
“If I wrote something on Facebook and a company used it, I would feel taken advantage of,” she said. “A lot of people don’t realise things they write about to their friends on social media can be used.
“The surveys I do don’t ask for a name or address and you can really get your opinion across.”