|By PR Newswire||
|January 9, 2014 03:54 PM EST||
LAS VEGAS, Jan. 9, 2014 /PRNewswire/ -- U.S. consumer attitudes and behavior related both to data sharing and social media oversharing have shifted significantly just within the last two years, according to a newly released "Truth About Privacy" study conducted by McCann Worldgroup. This "pendulum swing" is occurring across the board generationally, but is most pronounced among teens, whose "migration" across social media channels reflects growing concerns about bullying in addition to evolving opinions about what's cool or not.
The new quantitative study by McCann Truth Central, McCann Worldgroup's consumer intelligence unit, follows up on a similar report the agency conducted in 2011. The latest wave of quantitative research was conducted in November 2013 with 1,100 U.S. consumers (aged 18+), and supplemented qualitatively with five group discussions with U.S. consumers aged 16-60 years old.
McCann Truth Central's latest wave of research found the following striking changes over the last two years:
- The #1 privacy fear that increased significantly since 2011 is that the government will use people's personal data against them in some way.
- Companies considered to be the greatest threat and that are the least trusted with data are the Silicon Valley companies, such as Google and Facebook.
- What did not change, however, is that banks are still the most trusted institution when it comes to using sensitive personal information properly.
In a surprising twist, this latest study has also uncovered new concerns, a kind of "privacy backlash," that has much more to do with a new consumer etiquette around what and how to share online. "Selfie," for example, may be 2013's dictionary word of the year, but just under half of American under 34 say selfies are not cool. Similarly, reflecting that this is not just a young generational trend, 77% of people over the age of 35 consider posting frequent selfies on Instagram to be "uncool."
"We found evidence of a new trend towards being more selective and exclusive when it comes to sharing, even among the teenage generation," said Nadia Tuma, Deputy Director, McCann Truth Central. "As one of our young people said, 'the pendulum is swinging in the direction of more privacy.' This may explain why young people are moving from Facebook to Snapchat. It is becoming cooler to be a bit mysterious, like not being very searchable on Google."
"With social networks taking on a more dominant role in our lives, we face a myriad of potential social pitfalls," said Laura Simpson, Global Director, McCann Truth Central. "Our findings point to new rules for navigating a world where privacy and publicity collide. The challenge lies in maintaining a delicate balance between making yourself seem interesting without looking vain."
Concerns about privacy, including bullying as a related aspect, are having a marked effect on youth migration patterns with regard to social media. Given the permanence of texts, tweets and status updates, bullying is changing the way people behave online. For example, youth in the survey explained their migration from Facebook to Snapchat as being partly attributed to greater privacy (and therefore less bullying).
But bullying is only one of what might be called "The 4 B's" that are defining currently accepted sharing and privacy practices with regard to social media. In addition to Bullying, these include avoiding Boring, Boasting and Begging behaviors as well.
- Only 34% of people think posting routine activities as status updates on Facebook is COOL
- On the other hand, 64% of people think the less personal approach of frequently posting silly or funny articles on Facebook is COOL
- Only 35% of people think frequently "checking in" your location on Foursquare is COOL
- 63% of people think having a personal style blog that chronicles your daily outfits is UNCOOL
- 73% of people think adding people you don't know as LinkedIn connections is UNCOOL
- 72% of people think adding people you don't know as Facebook friends is UNCOOL
- 63% of people think defriending people who are not your "real" friends on Facebook is COOL
Brands can also fall afoul to these new rules. As the world of marketing continues to embrace applications related to data and social media, these new McCann Truth Central findings about the required balance between privacy and publicity extend to how American consumers view brand marketing behavior as well. Given these new rules, brands must be careful not to over-step the mark, as some of their actions could be considered "bullying" by some consumers:
- 66% of people think a brand using your content on their social media site without your permission is UNCOOL
- 57% of people think a brand calling you with an automated personalized message is UNCOOL
About McCann Truth Central
McCann Truth Central is McCann Worldgroup's global intelligence unit dedicated to discovering the truths that illuminate the world and will help brands make their mark on it. With representation in over 100 countries around the world, the team has conducted over 12 studies with over 20,000 consumers. Recent global studies include "The Truth About Affluence," "The Truth About Wellness," and "The Truth About Connected You." For more about Truth Central please visit: http://truthcentral.mccann.com/truth-studies/
Methodology for The Truth About Privacy Study
An online quantitative study conducted in the U.S.-only surveyed a 1,100 nationally representative sample of adult consumers 18+. Qualitative research included five group discussions with U.S. consumers aged 16-60 years old.
About McCann Worldgroup
McCann Worldgroup, part of Interpublic Group (NYSE: IPG), is a leading global marketing company with 23,000 employees in more than 120 countries, comprising McCann Erickson (advertising), MRM (digital marketing /relationship management), Momentum (event marketing/promotion), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), and FutureBrand (consulting/design).
SOURCE McCann Worldgroup
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
Nov. 26, 2014 06:15 PM EST Reads: 722
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
Nov. 26, 2014 06:00 PM EST Reads: 782
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
Nov. 26, 2014 06:00 PM EST Reads: 856
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
Nov. 26, 2014 06:00 PM EST Reads: 582
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) i...
Nov. 26, 2014 06:00 PM EST Reads: 878
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 26, 2014 05:45 PM EST Reads: 817
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
Nov. 26, 2014 04:00 PM EST Reads: 934
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device experiences grounded in people's real needs and desires.
Nov. 26, 2014 03:45 PM EST Reads: 904
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
Nov. 26, 2014 02:00 PM EST Reads: 1,438
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using the URL as a basic building block, we open this up and get the same resilience that the web enjoys.
Nov. 25, 2014 09:30 PM EST Reads: 1,189
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example t...
Nov. 25, 2014 09:30 PM EST Reads: 1,233
The Domain Name Service (DNS) is one of the most important components in networking infrastructure, enabling users and services to access applications by translating URLs (names) into IP addresses (numbers). Because every icon and URL and all embedded content on a website requires a DNS lookup loading complex sites necessitates hundreds of DNS queries. In addition, as more internet-enabled ‘Things' get connected, people will rely on DNS to name and find their fridges, toasters and toilets. According to a recent IDG Research Services Survey this rate of traffic will only grow. What's driving t...
Nov. 25, 2014 07:00 PM EST Reads: 1,281
Enthusiasm for the Internet of Things has reached an all-time high. In 2013 alone, venture capitalists spent more than $1 billion dollars investing in the IoT space. With "smart" appliances and devices, IoT covers wearable smart devices, cloud services to hardware companies. Nest, a Google company, detects temperatures inside homes and automatically adjusts it by tracking its user's habit. These technologies are quickly developing and with it come challenges such as bridging infrastructure gaps, abiding by privacy concerns and making the concept a reality. These challenges can't be addressed w...
Nov. 25, 2014 04:30 PM EST Reads: 1,296
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
Nov. 24, 2014 07:00 PM EST Reads: 1,608
Bit6 today issued a challenge to the technology community implementing Web Real Time Communication (WebRTC). To leap beyond WebRTC’s significant limitations and fully leverage its underlying value to accelerate innovation, application developers need to consider the entire communications ecosystem.
Nov. 24, 2014 12:00 PM EST Reads: 1,497
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from hardware to software, or as we like to say, it’s an Internet of many different things. The difference ...
Nov. 24, 2014 11:00 AM EST Reads: 1,631
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.
Nov. 24, 2014 09:00 AM EST Reads: 1,646
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Nov. 23, 2014 07:30 PM EST Reads: 1,825
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 23, 2014 12:00 PM EST Reads: 1,768
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
Nov. 23, 2014 07:45 AM EST Reads: 1,793