Consumer Privacy Survey Reveals Context Matters

08/13 By IAS Team

A recent Consumer Privacy survey by IAS, revealed context really does matter. We uncover the findings of the report in our latest blog.

Consumer Data Privacy Online – what do consumers really think? And how do they feel about data being collected on them each and every time they browse?

Some of the many questions posed by IAS in a recent Consumer Privacy survey that was carried out in SEA of neighbouring countries, Singapore and Indonesia.  

How different were the results between countries? Let us take a closer look.

What matters to consumers?

There is no doubt that online privacy matters to these consumers.  94% of Singapore and Indonesia consumers say that they care about protecting their privacy. But surprisingly the same can not be said about both countries being aware of data privacy legislation that regulates the collection and use of personal data.. While Singapore remained relatively high for data privacy awareness at 71%, an overwhelming 93% of Indonesia consumers told us they were aware. 

Additionally, consumers are spending more time online which has resulted in more opportunities to collect data and for Singapore and Indonesia consumers it’s very clear that both countries understand this. Over 8 out of 10 of Singapore and Indonesia consumers are clear that their data is used for advertising, 

Who is responsible for keeping data secure?

With this high awareness, those surveyed were asked who is most responsible for keeping their personal data secure when they are online.
Interestingly, 56% of Singapore consumers and 49% of Indonesia consumers stated it was their responsibility.  With websites and apps listed as the second most responsible for both countries, the survey showed only 11% and 8% respectively of Singapore and Indonesia consumers looked to their Government to keep their personal data secure.

Looking at the actions our surveyed consumers take to help limit their data collection online, clearing or deleted browser history came in at the highest for both countries, Singapore scoring slightly higher at 68% compared to Indonesia at 62%.

What was most important to note, is Singapore and Indonesia also are least likely to block ads in their security efforts. Good news for the advertiser perhaps? For now maybe but the likelihood that these figures will increase due to consumers becoming more savvy about their privacy is a likely trend.

Brand Accountability 

When it comes to brand accountability, Indonesia consumers hold brands more accountable for ad experiences than Singapore. 86% say that they have a very important role to play when it comes to accountability for the content adjacent to their ad placements versus 68% of Singapore consumers.  

When it comes to targeting preferences, almost half of consumers have voted for relevancy in targeting, with 49% of Singapore and 50% of Indonesia consumers being receptive to some form of contextual targeting (ads relevant to the content of the site you are on and/or the content you are currently consuming). With the deprecation of cookies underway, behavioral targeting (ads based on what someone has previously purchased online and/or their recent browsing and search history) will be much more difficult and contextual targeting will become a proxy for audience data.

‘It’s only a matter of time when privacy legislation consumer action leaves advertisers with no other choice to shift to contextual advertising. From our studies, Singapore and Indonesia consumers have started to move this way already and they see it as their preference. Savvy advertisers simply need to follow,” explains Laura Quigley, IAS SVP APAC, “Context matters. Targeting based on context is not only an innovative solution to current market conditions but the one that allows for the delivering of more targeted advertising leading to a better user experience.”

Download the full Consumer Privacy Research Report today!