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Digital Consumer Trends 2021 | Theme 4

The privacy paradox

Belgians are more aware than ever that their personal data is being used by companies. Yet, they continue to be willing to share their information, especially in exchange for ‘free’ services. Services that they ‘paid’ for with their data.

While Belgians are more aware that online companies are using their data, concern about data usage has halved since 2018. Seventy-six percent of respondents accept all the default cookie settings when prompted by a website at least half of the time, and only 18% uses a specific browser that limits ad-tracking at least half of the time. Twenty-three percent stopped using at least one social media platform temporarily or permanently in the last year. Among those, one in five did so as they were concerned about their data privacy.

The paradox is even more important when consumers are offered a service. While almost all the participating internet users aged 20-65 (95%) were overall unwilling to provide certain personal information to an online company, five in seven (71%) had done so in practice, when it was necessary to complete a purchase or receive a service.

Overall, 23% prefer tailored ads, with younger age groups more in favour. Almost one third of young adults are neutral, which shows that tailored advertising, while more privacy-invasive, does not have any significant impact on their purchase choices. Out of those who say they don’t mind tailored ads, people 65+ are more tolerant, possibly because they want to spend less time on the internet searching for the product/service that suits them best.

Among those who respond negatively to targeted ads, age matters. This reveals a more prudent stance by the population aged 55+ with regard to use of their information that would result in targeted ads.

When buying goods or services, consumers increasingly rely on reviews and endorsements provided by other consumers on online platforms. Unfortunately, such reviews are not always genuine and consumers need to be protected against fake news.

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