1| Success factor: user data and personalisation
Users want to disclose personal data only with
restrictions
13
WILLINGNESS TO DISCLOSE DATA FOR PERSONALISATION
BACKGROUND
WILLINGNESS TO DISCLOSE INTERESTS
FOR PERSONALISATION
Without restrictions
Only if I know how
the data is used
Only subject
to certain conditions
Only with companies
I fully trust
Willing, but it takes
too much time
Not willing
11%
12%
11%
13%
27%
25%
WILLINGNESS TO LET USAGE BEHAVIOUR BE ANALYSED
Without restrictions
Only if I know how
the data is used
Only subject
to certain conditions
Only with companies
I fully trust
Willing, but it takes
too much time
Not willing
8%
6%
14%
13%
26%
33%
A majority of users are willing in
principle to disclose their own data
or let their usage behaviour be
analysed in order to obtain an
offering that is better tailored to
them, but predominantly tie this to
specific conditions.
50% of those surveyed would also
not continue using media offerings
if the conditions for use of their
data are not met. If disclosure of
data is tied to a company, 50%
would trust ARD and ZDF; RTL
comes third with 10%.
As a condition for use of their data,
46% name data protection and
security, 31% insist that the data
must not be passed on to third
parties, and 21% want additional
benefits in exchange.
Source: goetzpartners consumer survey 2015