Remember the last time you wanted to buy a new phone or new headphones? Undoubtedly you spend multiple hours scourging the internet or asked some friends for help. For such big purchases of course you are willing to spend the time to endlessly compare and search for information. Do you still want to invest the same amount of time and effort for purchases much and much cheaper and less important?
Currently there is a stigma on your data being sold and used by companies while you search the web or browse social media. Advancements are made to combat the amount of data companies are able to gather from users with the example of Apple introducing “do not track” toggles for apps on their devices. The result of this is that it is much harder for companies to effectively advertise to their desired future customer. In this process of course the companies are hurt, but what about you the end consumer?
Firstly, because the advertising you get on average is less relevant, I could image the “fun” aspect of the average advertising experienced is to be lower with these new developments as for instance real estate advertising is not that appetising to current students.
Secondly, you will probably miss out on a lot of helpful or relevant products that you would otherwise have been informed about. Maybe that new student discount was relevant or that new masters program in Spain
Finally, When you do ultimately want to search for a new product to fulfil one of your needs, you will have to spend more time to find the product catered to you.
Of course there is a counterargument to be made, where this data can be used to abuse vulnerable customers. However for the average conscious customer who his conscious about his his there should only be benefits.
Ultimately these decisions should be able to be made by the consumer himself. However I hope that this opinion piece might entice some readers to change their opinions on data tracking.
Great article, however, I would suggest using persona’s instead or real personal data. If google (for example) can categorize me into persona’s like “student”, “musician” etc. I think the web would be more safe.
Interesting point of view on this topic, Dorus! Especially the comment regarding “average” consumers, who are not really tech-savvy, was a good one to realize, since I always think out of my own tech-savvy mindset. Do you think they should be more aware of how their data is being used? And whose responsibility could this be?
And how do you feel about giving the user control on the data that’s being gathered by firms? Do you think Apples’ “do not track” button is a good thing? Since you mentioned it hurts firms?
I also think Jasper Stefan van Winkelhoff mentioned an interesting thing, about the persona’s. Looking forward to your point of view on that one too!