the proposed eu data protection regulations...and why we love them

The proposed EU Data Protection regulations

7th March 2014

…and why we love them

Copyright 2014 Tangible. All rights reserved.

IT’S GETTING HARDER TO GET THROUGH TO THE PEOPLE WE COMMUNICATE WITH


[Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014]

AVERAGE ATTENTION SPAN OF A CONSUMER

2000

12 seconds

2013

8 seconds


ADVERTISING BOMBARDMENT IS INCREASING

…of us say we receive too many ads and promotions online.

66%

[Research by UpStream/YouGov, February 2012]


2005-2008 2008-2011 2011 onwards

1,576

2,608

4,247

DATA BREACHES ARE ON THE UPSource: http://www.databreaches.net/


Trust


CONSUMERS ARE TAKING CONTROL

We’ve all become more selective with our attention and who we share data with.


CONSUMER INSIGHTS FROMFAST.MAP

• Online market research and insights to their own dedicated consumer panel

• Insight Partner to the DMA

• Experts in Data Protection research

• Work across all marketing communication sectors

• Interviewed 1,175 consumers around their attitudes to sharing their data

• Infographics available at the end


PEOPLE ARE CONCERNEDHow concerned are you about the security of your data given recent news?

…are concerned or very concerned about the security of their data

83%

Source: fast.MAP online survey, February 2014 www.fastmap.com


Other

Publishers

Software/Gaming

Car manufacturers

Quangos

Charities

Clothing retailers

Telecoms companies

Supermarkets

Online retailers

Utilities

Banks

4%

8%

8%

9%

12%

14%

20%

23%

34%

35%

46%

73%

WHO PEOPLE SHARE WITH

People are picky about who they give their data to.

They to see value.

They need clarity as to why they are being asked to share.



Other

Banking details

Income

Phone number

Number of children

Type of car

Shopping preferences

TV viewing habits

Address

Marital Status

Age

Name

Email address

0%

7%

30%

38%

50%

51%

52%

56%

58%

73%

78%

81%

84%

WHAT THEY SHARE

People are more comfortable providing email address than home address or phone number.



WHY THEY AGREE TO SHARE

Other

Never

When given for a specific reason

Easy to revoke access

When opening a new account

In return for something of value

Required for managing my account

Safely and securely managed

1%

22%

28%

29%

31%

40%

41%

52%



THERE ARE MORE AND MORE BARRIERS

Ad bombardment +

Eroding trust+

Privacy concerns=

People selective about

What they share

When they share it

Who they share it with


New EU data protection

regulations will make it

even harder to gain

permission to talk to

your customers.

AND TO TOP IT OFF…


Opt-in for all channelsData must be erased on demandProfiling requires explicit consentThird party access requires permissionMove to free access to personal data€100m+ fines for breach

SO WHAT ARE THE KEY REGULATIONS?


THE KEY CHANGES

NOW PROPOSED

CONSENT Opt out for some media Opt in across all media

PROFILING & 3RD PARTY USE

No additional permission required Explicit consent required

ACCESS TO DATA Chargeable Must be free

SUPPRESSION REQUESTS

Data can be flagged “Do Not Contact” Data must be erased


SO WHAT DO WE THINK?


A HUGE OPPORTUNITY AWAITS

Look at your brand from your customer’s perspective.

Open the door to new relationships.

Be more attractive.


EMBRACE INDIVIDUALITY

Each one of us is different,with our own distinct personality, passions, loves and hates.

We’re individuals.

We respond to individual treatment!


AVAILABLE TO YOU:

• Our White Paper further pulls together the salient points of the new regulations.

• Come and see us afterwards to speak more about how your business can approach the new legislation.

the proposed eu data protection regulations...and why we love them

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