However, lack of knowledge about privacy issues can lead consumers to view adding or synching personal information to websites and apps to be low risk. This may range from months of research across a range of channels before purchasing a car, to checking the calorie content of a chocolate bar whilst queuing for a till. Few consumers will be expecting the sharing of personal data to third parties or behavioural tracking that comes with some of these services.įurthermore, a savvy consumer is likely to be aware of the potential risks of any intended ‘traditional’ purchase, and might conduct appropriate research to guide their decision making. Almost all consumers will have some expectations of a product before they buy it, but with these emerging technologies of social networks, websites and apps, in-depth knowledge and understanding is limited to a narrow section of the population. Whereas with free-to-use websites and free apps, the potential harm is usually non-physical and, currently, generally remote. Generally, a traditional product or service’s ability to dissatisfy, fail or even harm the consumer is obvious and real for example, a product might be physically broken, or a service incomplete. The less familiar costs of sharing personal information online These approaches can be used simultaneously and are theoretically most effective when combined. There are two ways businesses can proceed: minimising consumer concerns about trust, or maximising the advantage of using the service, website or application. Website owners and application developers who offer free products and services, such as Google, Facebook, and Twitter, are currently struggling to strike a balance between maximising the utility of the personal data they receive whilst meeting the needs of their consumers for a trusted, non-invasive service. With online privacy hitting the headlines recently and the Mobile Entertainment Forum launching their Privacy in Mobile Applications Initiative, issues of privacy and trust have come to the forefront of consumer consciousness. But this online freedom can result in ‘real life’ problems – the spread of personal information beyond the owner’s wishes, or even greater vulnerability to criminal activity. ![]() With the ability to connect with friends and strangers via the internet (through free social networks, forums and blogs, and free mobile applications), the dissemination of personal information online is on the increase. ![]() The importance of trust: Online privacy issues and the consumer’s relationship with free products and services
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