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To test consumer awareness of privacy issues on the internet.
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Consumer Awareness of Privacy Issues on the Internet Survey Findings
Prepared by WATConsult August 2012
Privileged and Confidential
Research Objective & Methodology
Online survey conducted on pan-India basis
Robust sample of 600 respondents
• Diverse background: age, gender and cities
• Diverse internet users: Search, Social Media, Blogs & E-commerce enthusiasts
Survey among active internet users
Study Objective: To test consumer awareness of privacy issues on the internet
Methodology
Total Sample - 600 respondents
18-25 74%
26-35 20%
36-45 4%
46-54 1% 55+
1%
Age Group
Male 91%
Female 9%
Gender
Internet Usage Characteristics
Less than
once a week
3%
Once a week
2%
2-4 times a week
7%
5-7 times a week 10%
More than 7 times a
week 78%
How often do people use internet?
Less than 1 hour
13%
1-3 hours 39% 3-5 hours
17%
More than 5 hours 31%
Average time spent on internet in one sitting
More than two-thirds of the respondents use the internet more than 7 times per week
Popular Services on Internet
96%
44%
15%
79%
93%
42%
23% 34% 34%
18% 23% 11%
84%
55%
25% 24% 29%
13%
0%
20%
40%
60%
80%
100%
Services people use on internet
• Google Search (96%), Facebook (93%), Gmail (84%) and YouTube (79%) are the most popular services on internet • Of the top four popular services, three belong to Google
User Awareness Internet Services/Platforms
0
20
40
60
80
100
Google Search
Youtube Google Plus
Orkut Blogspot Gmail Picasa Chrome Android
Which company offers each of the following services?
No Response
Don't Know
None of these
Microsoft
Yahoo
Awareness about Google’s products and services (in %)
Users are generally aware of Google’s offerings on the internet. Their awareness quotient is low about Blogspot, Android and Picasa
0
20
40
60
80
100
Bing Windows Live
Hotmail Internet Explorer
Windows Phone
Which company offers each of the following services?
No Response
Don't Know
None of these
Microsoft
Yahoo
Awareness about Microsoft products (in %)
Around 10-13% of respondents feel these services are owned by Google More than half answered incorrectly in the case of Bing
0
20
40
60
80
100
Yahoo Search Yahoo Mail Flickr
Which company offers each of the following services?
No Response
Don't Know
None of these
Microsoft
Yahoo
Awareness about Yahoo products (in %)
• As evident from the first name, over 80% of the respondents answered correctly in the case of Yahoo Search &Yahoo Mail • Majority of the respondents were not aware about the company that owns Flickr; where only 23% answered it correctly and 19% thought it is being offered by Google
0.0
20.0
40.0
60.0
80.0
100.0
Facebook Twitter LinkedIn Wordpress Rediffmail iPhone
Which company offers each of the following services?
Don't Know
None of these
Microsoft
Yahoo
Awareness about Other products and services (in %)
Consumer awareness on popular products and services , other than those
offered by Google, Microsoft and Yahoo, is found to be comparatively low
Personal Data Collection and Sharing
Yes 56%
No 23%
Don’t Know 19%
No Response
2%
Do you feel these companies use profile and information of users for commercial
purposes?
Users’ perceptions about Personal Information Building & Usage
86% 50%
21% 16% 19% 20%
Yahoo
Microsoft
Which internet sites you think can build the most detailed personal profile of its
users?
42% -
grey area
Yes 22%
No 66%
Doesn’t Matter
8%
No Response
4%
Would you be comfortable sharing your personal information to any third party,
without knowing the end-use of the shared information?
Of the 86% (516) respondents who think
Facebook builds their detailed profiles, 93%
(481) still don’t mind using it
Of the total 50% (300) of respondents who
believe that Google builds the most detailed
profile of its users, almost all of them (99%)
continue to use it
Users’ preferences
Yes 79%
No 16%
No Response
5%
Do you feel that websites should provide adequate explanation on how they
intend to use your personal information?
Yes 75%
No 19%
No Response
6%
Should consumers be able to opt-out of data collection for a particular internet
service?
More than three-fourth of the users want to have:
o Access to adequate information on the way websites use their personal data
o Power to opt out of data collection
Yes 63%
No 32%
No Response 5%
Would you be less likely to use a particular website/web browser that had been in the press
for violating consumer privacy ?
Most of the users are less likely to use a particular website/web browser which is
under dispute for violation of privacy
Privacy Policies
• Google's new unified privacy policy was unveiled on March 1, 2012.
• Google consolidated 60 privacy policies of its individual products into one including YouTube, Gmail and its social network Google+
12-12-11
Google’s Privacy Policy
Whenever a user logs in, Google will combine all the information it
has gathered about him/her into an omnibus profile: based on friends'
lists, contact details, location, likes and dislikes, Gmail content and
calendar, and automatically share it interchangeably among its
products
What it means
• The European Union, the US, Japan and Brazil are scrutinizing and demanding a withdrawal or an amendment of this policy.
• Indian government yet to come up with an official line on the new policy
What it collects
Users’ personal information while registration; usage of services
(what, when and how); device information (such as hardware
model, operating system version, unique device identifiers, and
mobile network information including phone number); log
information (information collected in Google’s server logs while
users use their services – search queries, IP address, cookies);
location information;
• Facebook’s ‘Data Use Policy’ makes disclosures about how users can use Facebook to share information with others and how Facebook collects and can use their content and information.
12-12-11
Facebook’s Privacy Policy
• Facebook uses information in connection with the services and features it provides to its users, partners, advertisers (that purchase ads on the site) and developers that build games, applications, and websites
What it collects
Users’ personal information while registration; information
that users share – status updates, photos, comments; users’
interactions with Facebook - when users look at another
person's timeline, send or receive a message, search for a
friend or a Page, use a Facebook mobile app, or purchase
Facebook Credits or make other purchases through Facebook;
device information (computer, mobile phone or other device,
IP address, internet service, location, browser, pages visited)
• Microsoft has separate privacy statements for its products and services: – Search: Bing – Microsoft.com/Microsoft websites: MSN – Other Products:IE8, Microsoft Office,
Skype etc. (each has a separate privacy policy)
• In order to offer the user a personalized experience, information collected through one Microsoft service may be combined with information obtained through other Microsoft services.
• Under its overarching privacy framework, the company collects user information such as e-mail addresses, home or work address, or telephone number, demographic information, such as ZIP code, age, gender, preferences, interests and favourites, IP address, internet access times, referring web site addresses, pages viewed, links clicked.
• There hasn’t been any significant change in company’s privacy policy in the last 6 months.
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Microsoft’s & Yahoo’s Privacy Policy
• Yahoo’s Privacy Policy details about what information is being collected, used and how and when it is shared.
• Yahoo collects personal information such as name, email address, birth date, gender, occupation, industry, and personal interests, home and work address, information on assets, transactions done with yahoo owned businesses and its business partners, IP address, cookie information, software and hardware attributes
• The privacy site also carries information about Yahoo’s privacy practices for its wide range of products and services. For instance, in the case of Yahoo search, it discloses that it has integrated its search and sponsored search services with Microsoft, whereby Yahoo shares with Microsoft - user’s search query, IP address, anonymous information from his/her web browser and other anonymous data (such as demographics including gender and age).
• Microsoft uses this information for search product improvement, research and analysis, to provide more relevant search results and search advertising, and to help detect and defend against fraudulent activity on sponsored search results.
• There hasn’t been any significant change in company’s privacy policy in the last 6 months.
MICROSOFT YAHOO
Perceptions on Importance of Privacy Policies
Very Important
81%
Somewhat Important
13%
Not At All Important
3%
No Response
3%
How important is it to you that a website has a privacy policy?
Even though 94% of users feel its important that websites have a privacy policy, only
66% generally read it
Yes 66%
No 29%
No Response
5%
Do you read privacy statements and policies before you register on
a website or give any personal information?
Survey Responses
Knowledge to Protect Privacy on the internet
Yes 60%
No 34%
No Response
6%
Do you feel that you have sufficient knowledge about how to protect your privacy on the
internet?
57% 35% 35%
41% 65% 65%
0%
20%
40%
60%
80%
100%
Google Yahoo Microsoft
Are you aware of any changes in privacy policies that took place in the past six months of the following internet companies
No
Yes
Awareness on Changes in Privacy Policies
Awareness & Understanding of Changes in Google’s Privacy Policy
Yes 57%
No 41%
No Response
2%
Are you aware of any changes in privacy policies that took place in the past six months on Google?
Of the 57% (341) respondents aware of the changes
81% (277) read it
61% claimed that they DID NOT understand it
Figures in parenthesis denotes actual number of respondents
Search Engine Privacy
Most Popular Internet Search Engine
90.8
2.7 0.8 0.5 5.2
Google Yahoo Search
Ask Bing Others
0
20
40
60
80
100
What Internet search engine do you use the most? (in %) Google Search
remains the most preferred search engine
The other search engines mentioned by respondents include Facebook, Flipora among others
Awareness on Google Search Privacy Policy
600 545 (91% of 600)
332 (61% of
545) 275
(83% of 332
or 51% of
Google search
users (545)
Total
Respondents Google Search
Users
Read Google’s
Privacy Policy
Claimed that
they
understood
Google’s
Privacy Policy
•Only half of Google search users claim that they have understood its privacy policy
•79% of Google search users believe that Google records their search queries
No. of respondents
Awareness on Yahoo Search and Bing Privacy Policy
600
16
Total
Respondents
Yahoo Search
Users
Read Yahoo
Search’s
Privacy Policy
Claimed that they
understood Yahoo
Search’s Privacy
Policy
No. of respondents
9 8
600
3
Total
Respondents Bing Users Read Bing’s
Privacy Policy
Claimed that they
understood Bing’s
Privacy Policy
Yahoo
Search
Bing
2 2
Sharing of Search History with third parties
Yes 17%
No 65%
Doesn’t Matter 12%
No Response 6%
Would you want your search history to become public or available to a third party?
Around two-third of respondents are not comfortable sharing their search
history with third parties
Awareness on Cookies
Awareness on Cookies
Yes 71%
No 21%
No Response
8%
Do you know what cookies are?
53%
34%
23%
25%
16%
Web Browsing Habits
Personal Information – name, age, gender, location
Sensitive Information – bank account, credit card details
Network Traffic
Don't know
Are you aware of what information cookies track?
Willingness to Block Cookies
Yes 65%
No 27%
No Response
8%
Assuming that cookies can track all of the options above, would you want to be able to block cookies?
Most of the users are skeptical sharing their personal information on the net
and are more likely to block cookies
Yes 74%
No 20%
No Response
6%
Would you want to be able to block cookies from tracking certain types
of information?
Key Conclusions
Online Privacy is a huge issue among internet users
• More than three-fourth of the users want to have:
o Access to adequate information on the way websites use their personal data
o Power to opt out of data collection
• Over 40% of users are NOT AWARE that internet companies use their personal information for commercial purposes
• Over one-third of users have not read the privacy policies of the websites that they use and those that have read , do not always understand them fully
AP Shah Committee on Privacy Law 9 National Privacy Principles Recommended
1. Notice 2. Choice and
Consent 3. Collection
Limitation 4. Purpose
Limitation
5. Access and Correction
6. Disclosure of Information
7. Security 8. Openness 9. Accountability
12-12-11
THANK YOU!