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Wireless Dealer Magazine CITA 2013 Issue

W D M The unaware consumer The gathering, storage and use of personal information is still an area that is relatively obscure to people in general. There is a basic awareness that personal information is actively or passively shared and that information is gathered by companies, but not to what extent this is happening. consumers are most clearly aware of the fact that mobile phone operators and different applications on smartphones are collecting personal information in different ways. on a general level, it is clear that people today view the sharing of personal information as a pre-requisite for participating in society, both socially and commercially. The average person has difficulty fully understanding exactly how their personal information becomes valuable to companies. consumers’ general understanding of the personal information value exchange is illustrated in figure 3. Figure 2: consumer awareness of personal information gathering companies that make apps for smartphones and tablets other IT companies like Yahoo! and microsoft apple and Google social networking sites like Facebook and LinkedIn I don’t know 52% 30% 19% 53% Figure 3: consumer understanding of personal information exchange PERSONAL INFORMATION (obscure when, what and why) 21% 41% 21% 43% 39% 38% 35% 39% 23% mobile phone operators 27% 20% I don’t think they use my personal information source: Ericsson consumerLab, analytical Platform 2012 I think they use my personal information source: Ericsson consumerLab: Personal Information Economy study, 2013 Commercial application: advertisments and offers Perceived benefit: Personalized services 134


Wireless Dealer Magazine CITA 2013 Issue
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