exploring consumer attitudes & actions on key tech policy issues 2014

1

EDELMAN BERLAND

Edelman DC Tech + PolicyOmnibus Survey Report

June 13, 2014EXPLORING CONSUMER ATTITUDES & ACTIONSON KEY TECH POLICY ISSUES 2014A STUDY BY EDELMAN DC TECHNOLOGY + POLICY GROUP AND EDELMAN BERLAND

© Copyright 2014 Daniel J Edelman Inc.

2 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement

WHO HOW MANY ACCURACY WHEN HOW

U.S. Consumers Ages 18+ n=1,028 Margin of Error =

±3.1%Data Collection

OccurredMay 2 – 6, 2014

Online Omnibus Survey

Methodology


• The privacy of personal data and how it is used by business and government• The security of personal data used online, on smartphones, on connected

home devices and/or on wearable computers• Intellectual property protections for people’s ideas and innovations• The cost, choice and quality of broadband Internet service received at

home • Technological innovations that improve everyday life and work (e.g.,

music/movie purchasing and sharing, getting a taxi/car ride or a room while traveling using a smartphone app, “the sharing economy,” etc.)

• The commercial use of unmanned aerial vehicles (drones)• The future of America’s high tech workforce – from the immigration of

skilled workers to the focus on STEM (science, technology, engineering and math) education in US schools

• The use of technological tools and computer algorithms to gain an advantage in the stock market

Key Tech Policy Issues We Asked About


• Privacy and security of personal data have the greatest impact on consumers and their business/livelihood.

• Privacy of personal data and how it is used by business and government stands out as the key issue consumers are willing to act upon.

• Signing an online petition is the most likely action for consumers to address tech-related issues.

• Actions vary significantly by age. Younger consumers are more likely to write an op-ed or post content to their social media pages, while consumers 55 and older are more likely to contact a politician.

Key Findings


25% 24%

14%

8% 7%

2% 2% 2%

16%

Q1: Please select the ONE that has the most impact on you personally/your family.

Privacy and security are the key issues that have a personal impact on consumers

Key Tech Industry Issues

(Personal Impact)


30% 29%

16%

9% 8%

3% 3% 2%


Privacy and security are the key issues that have a personal impact on consumers

Key Tech Industry Issues – EXCLUDING ‘NONE OF THESE’

(Personal Impact)


Younger respondents indicate tech that improves everyday life impacts them personally; older respondents are impacted by privacy

Age Gender Household Income

18-29 30-39 40-54 55+ Male Female

< $25k

$25k-<$50

k

$50k-<$75

k$75k

+

Privacy of personal data 20% 18% 21% 33% 26% 23% 23% 27% 31% 20%

Security of personal data 20% 25% 28% 27% 22% 29% 16% 23% 25% 34%

Cost, choice and quality of Internet

service10% 12% 17% 14% 12% 15% 19% 16% 8% 12%

Tech innovations that improve everyday life 18% 11% 5% 3% 9% 7% 7% 7% 7% 9%

Future of America’s high tech workforce 11% 8% 5% 5% 8% 6% 6% 6% 4% 11%

Intellectual property protections 4% 2% 1% 1% 2% 1% 1% 3% 2% 2%

Use of tech tools and algorithms in the

stock market2% 2% 3% 2% 3% 1% 1% 2% 2% 3%

Commercial drone usage 3% 3% 3% <1% 3% 2% 1% 3% 3% 3%



18% 17%

9% 8% 7%4% 4% 3%

30%

These same issues have the greatest impact on business and livelihood

Q2: Please select the ONE that has the most impact on your business/livelihood.


(Business Impact)


26%24%

12% 11% 10%

6% 5% 4%

These same issues have the greatest impact on business and livelihood



(Business Impact)


Male respondents are more concerned about privacy and its impact on their business and livelihood than female respondents


18-29 30-39 40-54 55+ Male Female

< $25k

$25k-<$50

k

$50k-<$75

k$75k

+




service9% 7% 7% 9% 7% 8% 15% 8% 3% 7%

Tech innovations that improve everyday life 16% 8% 7% 6% 7% 10% 10% 7% 10% 8%




stock market6% 5% 3% 2% 4% 3% 1% 1% 4% 7%

Commercial drone usage 5% 4% 3% 2% 5% 1% 1% 2% 6% 3%



27%

19%

9%7%

5% 5% 4% 4%

21%

Consumers are most willing to take action on privacy issues

Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).


(Taking Action)


34%

25%

11%9%

6% 6% 5% 5%

Consumers are most willing to take action on privacy issues

Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).


(Taking Action)


Female respondents and those with incomes over $75,000 are most likely to take action regarding security of personal data


18-29 30-39 40-54 55+ Male Female

< $25k

$25k-<$50

k

$50k-<$75

k$75k

+




service9% 10% 7% 11% 11% 7% 13% 8% 12% 7%

Tech innovations that improve everyday life 10% 5% 3% <1% 5% 3% 3% 2% 8% 4%




stock market5% 8% 1% 2% 3% 4% 4% 5% 2% 4%

Commercial drone usage 5% 8% 2% 6% 7% 3% 6% 2% 8% 5%Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).


30% 29%

16%

9% 8%3% 3% 2%

24%26%

11% 12%10%

5% 4%6%

25%

34%

11%

5%9%

5% 6% 6%

Personal Impact Business Impact Spurs Action

Summary of Key Issues



40%

27% 26% 25%20% 18%

16%12%

Consumers are most likely to sign an online petition in order to resolve a technology-related issue

Q4: If you had a specific concern about a technology-related issue, which of the following activities would you be willing to take to attempt to resolve the issue?

Likely Actions to Resolve Key Tech Industry Issues


Political action (sign a petition, contact a politician, meet a representative)

Stop/reduce technology use Social Activity (post content to social/business social media, write an op-ed or letter)

56%

40%

29%

When grouped by action type, consumers are most likely to take some sort of political action, followed by reducing or stopping technology use, and finally social activities

Q4: If you had a specific concern about a technology-related issue, which of the following activities would you be willing to take to attempt to resolve the issue?

Likely Actions to Resolve Key Tech Industry Issues



18-29 30-39 40-54 55+ Male Female

< $25k

$25k-<$50

k

$50k-<$75

k$75k

+

Sign an online petition 43% 40% 36% 43% 40% 40% 31% 40% 37% 47%

Contact a politician 28% 21% 23% 34% 29% 25% 18% 25% 27% 37%

Stop using technology in conflict with my

beliefs23% 29% 24% 30% 26% 27% 22% 24% 37% 26%

Reduce use of technology in conflict

with my beliefs25% 32% 18% 28% 24% 26% 21% 23% 29% 29%

Meet with local or national

representative21% 29% 17% 16% 25% 15% 14% 16% 17% 28%

Post content to personal social media 28% 25% 15% 12% 22% 15% 14% 20% 14% 25%

Write an op-ed/letter to the editor of a

publication24% 18% 10% 15% 19% 14% 10% 14% 16% 23%

Post content to business social media 18% 21% 12% 3% 18% 7% 5% 5% 5% 24%

None of these 21% 24% 31% 20% 23% 25% 35% 25% 25% 18%

Likely actions vary significantly by age, with younger consumers more likely to voice concerns through op-eds or social media posts

exploring consumer attitudes & actions on key tech policy issues 2014

Technology

intelligent

key issues

personal data

personal impact

consumers

impact

privacy

security