According to research by Edelman, only 13% of people were willing to give up personal information for free online “stuff” (content). Of course what someone says in a survey and what someone actually does can be 2 different things.
Internet Users Hold Privacy Dear – eMarketer: “Nearly 50% of people to the March 2010 survey were willing to watch ads in exchange for free entertaining content. Almost as many were willing to sacrifice some convenience, such as the ability to share or access the content on multiple devices, to get it free.”
(Via EMarketer.)
In fact, Edelman found that 3 in 5 people saw social networking sites likeFacebook as entertainment (that’s definitely not how I see it — I must be in the minority). About 73% of young adults however did see social networking as free entertainment. So are they giving away information here?
Then again one could ask themselves if knowing people in life is always a game. Perhaps it is?
People may give away certain information however they still want their privacy respected — as the latest Facebook privacy controversy shows. Unless of course you happen to an Agent Zero or “trust agent” — maybe you don’t really fear what people know about you.
Bottom line for marketers: people who reveal their information are giving you their trust. Treat them as you would a childhood friend who’s always been there for you. Otherwise you may be in for a rocky relationship as Facebook can tell you.
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