Cristina Dominguez, Multimedia journalist passionate about new Internet trends. IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange, Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories, With the rise of Internet use, consumers have also become increasingly suspicious of how their data is used, and most are reluctant to share their location or personal data. Teenagers are no strangers to this trend, and they dislike it when brands, for example, collect their data. However, they are also aware of their commercial value, and are willing to sell them to the highest bidder.
And according to Japan Email List a Realtime Generation survey of more than 1,000 teens ages 13-17, the price isn’t too high. Specifically, 42% of the boys would prefer to sell their data for 15 pounds (about 20 euros) before doing some work or task to earn that money. As they explain in the report: “As consumers, teens understand the business value of their personal data and are willing to share their information if it brings them a better service or offer.” In fact, 28% had already given some personal information in exchange for a discount or promotion. The survey also reveals that adolescents, not surprisingly, are more willing to share data for safety or health (such as allowing their health data to be monitored so that doctors can make a better diagnosis) than to let them companies have access to them. Thus, among the practices that they disliked the most related to the privacy of their data, was the fact that companies sell their data to third parties (for 60%), that their location data is used (54%), that collect your information online to deliver targeted and personalized ads (50%) or to track movement within a store through personal devices for marketing purposes (41%). In any case, it should also be noted that when asked whether or not they wanted to share their data with companies and other organizations, a third of those surveyed were not sure of the answer.
But the digital trail of young people is huge, The current adolescent has not known a world that was not digital, and for him, one cannot really speak of two different worlds. Their online presence is constant, and according to the survey, they spend an average of 9 hours a day online, either through their computer or their smartphone (93% own their own smartphone). And what do they spend those 9 hours on? Especially social media, making and watching videos, playing games and using instant messaging apps, in this order. But they also search the Internet, use email, or write blogs. Curiously, where they spend the most time is precisely what generates the least confidence in respecting data: only 25% trust social networks.
With all that online activity, it’s hard not to be careless with your data. Whether they are aware or not, they leave an important digital trail that brands can take advantage of to collect all kinds of information. Especially if we take into account that they voluntarily engage in relationships with their own brands: thus, 73% follow brands on social networks, 62% click on ads within social networks, 57% make purchases within apps, and 75% buy online, in search of the best offer, as part of their usual shopping ritual. As they note from Realtime Generation: “They may not take into account the impact of the data they are sharing, but the ease with which this generation interacts with brands in the digital arena is generating a lasting trace and profile. This data they allow companies to improve in the development and promotion of their products and services. A brand that is not online, social and encouraging loyalty will have difficulties in achieving brand awareness and market share in the future. ”