2020年网络社会指数（英文）

Decoding Data Dynamics1Digital Society Index 2020Speed read:The report in 5 minutes• Big Tech isn’t trusted with personal data—but consumers still sign up. Misusing personal data remains the number one driver of distrust in the technology sector for the second year running. At the same time, adoption of digital platforms and social media continues to grow. • We don’t want to share data, but we do. Just a minority of people agree that it is acceptable for businesses to use many types of personal data to improve the services they deliver, from internet browsing habits (21%) to even the most basic forms of personal data, such as email addresses (45%) and name and age (43%). But at the same time, many people share this data without actually realising they are doing so.• We want personalisation—but not personalised ads. While consumers demand personalisation to shape products, services and campaigns, it is not always welcome. A third (32%) of people globally have opted out of receiving personalised adverts.• We demand consent—but who reads Ts&Cs? For many people, retaining control over their data is paramount. For example, two-thirds of people globally feel that it is important that organisations gain their explicit consent to use their personal data to support research and development that addresses societal challenges such as medical research. However, cookie notices and terms & conditions of data use are rarely read. Consumer attitudes to personal data can be hard to decode. But understanding them is key to delivering more relevant, engaging consumer experiences. Our third annual survey of 32,000 people across 22 markets reveals a number of key dynamics, many of which are paradoxical. For example: Decoding Data Dynamics2Speed read:The report in 5 minutes• It’s not just tech… lack of trust impacts all industries. While Big Tech may take the headlines, it’s clear that no industry is fully trusted with consumer data. Government agencies are the most trusted and media and entertainment companies the least. But all sectors need to step up to address the trust deficit. • Data security and privacy concerns are universal. Eight out of ten people globally say they would stop doing business with an organisation that lost or misused their data. This pattern is consistent across all the markets we surveyed. • Consumers are taking back control of their data. As in 2019, this year a quarter of people globally say that they have installed ad blockers in the preceding twelve months. Four out of ten have reduced the amount of data they shared online. • Clear value exchange is expected, although not yet a reality. Nearly half of people surveyed expect to receive financial benefits in exchange for organisations using their data in the next 2-3 years, while 1 in 10 people today have sold their data online in the last 12 months. At the same time, consumers are giving a number of clear signals about the future shape of the personal data landscape.