Microsoft Trustworthy Computing 2013 Privacy Survey Results

Microsoft Trustworthy Computing 2013 Privacy Survey Results

Research Methodology WHO HOW MANY WHEN HOW Technology Elites in the United States and Europe Own a Smartphone, tablet and/or computer Self-identify as an influencer on technology Self-identify as an early adopter of new technology Reside in the US, Belgium, France, Germany or the UK n=1,000 total n=500 per market MOE: ± 4.4% within each market Data collection occurred November 5-22, 2013 Online survey 2

Key Findings Protecting consumers online privacy is a shared responsibility. Tech elites expect companies to shoulder about 30% of this responsibility. They most want technology companies to deliver innovations that automatically protect individuals privacy. Europeans see a greater role for government than Americans. Consumers believe they have limited control over how personal data is used. Tech elites estimate they have about 50% control over the way their information is used online, with Europeans feeling less in control than their American counterparts. Americans are more willing to make privacy tradeoffs for routine online activities, e.g. shopping and banking, while Europeans place lower value on ease-of-use. Although technology elites say they are interested to learn more about data collection, less than one quarter report reading entire privacy statements. Majorities in both the United States and Europe say they skim this information or simply accept the terms and conditions without reading the details. 3

FULL RESULTS

Online privacy is seen as a shared responsibility; in Europe, a greater role for government Responsibility for Protecting Consumers Online Privacy US EU 23% 46% 30% 40% 31% 30% Individuals Companies Government Individuals Companies Government Q7: How much responsibility should each of the following have for protecting your online privacy? For each one, please enter a number from 0 to 100. 5

Tech elites are looking for automatic privacy protections Technology Companies Roles in Privacy Protection Shown: % Ranked Most Helpful US EU 45% 42% 33% 27% 28% 25% Technology innovations to automatically protect privacy Transparency about how information is collected, shared and protected Simple privacy controls Q12: There are many ways technology companies could help protect your privacy. What do you think is the best way? Please rank the following. 6

Technology elites especially in the EU feel they have limited control over how their data is used Personal Control over Online Data Use Shown: % on 0-100 Scale US 53% 100% Control EU 43% 100% Control Q9: To what extent do you believe that you, personally, can control how your information is used online? 7

Americans are more inclined to trade privacy for ease-of-use with routine online activities Making a purchase from a retail website Online Activities Shown: % Prioritize Function over Privacy Banking online Using a social networking app Playing a game online Managing health records online None of these 17% 17% 25% 32% 31% 32% 29% 36% 39% 44% 43% 48% US EU Q11: Are there certain activities you engage in online for which you might prioritize function and ease-of-use over privacy? Please select all that apply. 8

Technology elites say they want more details on how personal data is collected and used Data Collection Topics Shown: % Want More Information US EU 90% 85% 88% 84% 80% 82% With whom your data is being shared What type of data is being collected from you How your data is being used Q10: Which of the following would you like to be more informed about? Please select all that apply. 9

Less than a quarter say they read privacy statements in full Terms of Privacy Behavior I read the statement in its entirety and make sure I understand it before I decide to accept 23% 22% US EU I scan through the statement and may read through a few sentences, and then generally tend to accept 55% 53% I accept the terms without reading any of the detail 21% 23% I do not accept the terms and choose a different product or service 1% 1% Q8: When prompted to accept the terms of a privacy statement before using a new technology product or service, which of the following best describes how you proceed? 10

DEMOGRAPHICS

Demographics Category Subcategory US EU US 100% - Belgium - 23% Country France - 26% Germany - 26% UK - 26% Gender Male 49% 51% Female 51% 49% 18-24 10% 12% 25-34 22% 28% Age 35-44 21% 23% 45-54 22% 17% 55-64 14% 13% 65+ 11% 8% Category Subcategory US EU Device Ownership Influencer Scale Earlier Adopter Scale Basic mobile phone 16% 20% Smartphone 88% 85% Tablet or e-reader 65% 64% Desktop or laptop computer 94% 93% 7 23% 29% 8 36% 33% 9 20% 17% 10 21% 20% 7 34% 36% 8 31% 34% 9 18% 16% 10 16% 14% 12