We’re all worried about data security and privacy, especially when it comes to mobile device activity. While Google is making strides toward more stringent protocols, Apple has been leading the two operating systems when it comes to security and providing standards for access, or lack of access, to users’ data. There is one instance where this reality may give Android users an advantage: sharing data for rewards.
Data buyers and market researchers absolutely need a more holistic view of their consumer audiences during these turbulent times. A survey questionnaire or focus group only gives them a small part of the picture. They know that they need to understand not only what people are doing, but why they are doing it. This is a picture that can be more completely painted through passive, mobile device data collection.
The Android settings allow people to share mobile activity, whereas iOS does not allow it due to integrated privacy settings. But why would you want to share what you are up to on your phone? This can include everything from what websites you visit, to what you are buying to the apps you are using and the shows you are watching. Turns out, the majority of people would do so – in the right environment.
Proof: people are willing to share their data
Do your views on privacy and data sharing match up with our recent data? A four-week long study my company conducted last year included more than 6,500 completed data jobs and achieved a 92 percent completion rate. Data jobs included participating in surveys, completing profile requests, and enabling passive data sources, such as location and purchase history. The mobile-only study was conducted using Measure’s MSR blockchain-powered app, which prioritizes privacy, transparency and data ownership.
We found that although consumers are concerned with their privacy, 78% of our participants were willing to enable and share passive behavioral data sources. We can temper this statistic by also indicating that the study showed that the majority of people felt their privacy was protected while using the app itself, and they also enjoyed receiving adequate rewards and compensation for their time.
Are you more willing to share in an environment that is transparent and private, with a positive user experience? Our respondents said that they were – and they also want to be rewarded fairly for their time and commitment.
Why would you share your data?
Your data is valuable as companies try to navigate a new reality. Perhaps this makes you uncomfortable, and you are rightly cautious of those requesting access to your data. Technology that allows you to share it at your discretion, in a private environment, can turn into a win-win for everyone involved. In the right context, you can share information for appropriate rewards, and realize a worthwhile value exchange for your data.
But just what are the rewards? Many take surveys to earn points toward a reward or incentive, including gift cards, prepaid Visa cards, airline mileage, donations to charity and much more. For example, users of the MSR App earn points with every data job they complete, including when they share their mobile behaviours passively, and accrue the points inside the app. After gathering enough MSR points in their “wallet” they can choose from a wide variety of instant gift cards to everything from Walmart to Delta airlines and from iTunes to Macy’s.
Our study, referenced above, found that compensation and rewards are vital to this kind of model. Of those surveyed, 85% were satisfied with the higher-than-normal offers received during the study, illustrating the benefits of rewarding people fairly for their time and commitment.
Have a lot of reasons why you love your Android phone? I’ll bet you never thought sharing the activities you participate in on your phone would be one of them. As data becomes more and more important for helping brands and organizations make good decisions in the face of massive change, input like mobile behavioral data will also grow in value – equalling better rewards for you.