New research from global marketing communications brand JWT unpacks consumer attitudes towards swapping data for utility and delegating control to technology.
The June 2016 report, based on a survey of 4,457 respondents in the UK, USA, China, Brazil, India, South Korea and Turkey, groups consumers into the following five profiles based on their attitudes and feelings about control, control delegation and automation:
- Digital Directors: Typically young, affluent and urban, Digital Directors make their own decisions. Tech-savvy, they view technology as a route to taking more control and are excited by the idea of automation.
- Delegators: Fairly wealthy, suburban and driven by convenience, Delegators are laid-back and don't seek control. They're happy for others to make the decisions and see automation as a route to offloading responsibility.
- Managers: Composed of lower income families and middle-aged couples, financially savvy Managers like to be in control to ensure they're getting the most out of their money. Technology is seen as a tool, and these smart consumers may exchange data if they're offered something in return.
- Risk Assessors: Suburban and rural women, retired or aged 50+, the Risk Assessors desire control and distrust brands. They are focused on privacy and want to protect their data.
- Change Resistors: Lower income older couples in suburban and rural environments, Change Resistors are interested in maintaining their status-quo brand relationships. Wary of and disengaged with technology, they don't trust businesses with their data.
For a wider look at consumer attitudes towards data privacy and sharing, see Super Security.