At the start of 2014, we predicted that consumers would be looking for greater privacy, but also greater functionality from their data. One year later, we find that not only is this happening, but that consumers are increasingly concerned and confused about their data.

In our new download, we look at the conflicting conundrums of privacy versus customised services, the protective options available to consumers and how data tracking may become more beneficial for them in future.

In the UK, Mintel’s research shows that no less than 96% of consumers have at least one concern when it comes to online security and/or use of their online information. This is a country with a long-standing concerns around ‘being watched’. In 1984, George Orwell’s prophesised authoritarian ‘thought police’ and in-home ‘telescreen’ spying networks have grown into quasi-realities for those modern day Britons living in the ‘world’s most surveilled state’, whilst feeding new data in to everything from Smart TVs to social network data mining.

Orwell’s ‘Big Brother’ is indeed watching, with the UK’s GCHQ security services alleged to have stolen hundreds of thousands of encryption keys for the manufacturing giant Gemalto’s SIM cards. It’s not just Britain’s security services that are especially observant – so too are its advertisers and retailers, ushering in a new era of ‘store detective’ technology, including Renew – a marketing start-up that tracked 530,000 passers by using technology planted in recycling bins, in a bid to make personalised shopping suggestions on their phones, such as “Why not Pret?” to repeat Starbucks…

Download your free consumer trend guide and continue reading here.

anna-blog

Mintel’s Senior Trends Consultant, Richard works as a trends analyst, consultant, presenter and facilitator on bespoke client projects. As a globally recognised leading trends commentator, he is regularly called on by media worldwide to provide insight and analysis into consumer trends.

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