Chinese netizens happy for brands to use personal data to improve customer experience
Convenience is king Image: Faungg |
According to the Microsoft Digital Trends 2015 report, 90% of Chinese consumers prefer technology that helps filter messages they see online, compared to the global average of 63%.
Digital marketers, who have long since been concerned about the "stalking effect" of retargeting advertising messages, should take note.
The bi-annual report shows that global consumers are all taking steps to monitor their digital personas and filter the information they receive in order to take more control over their digital footprint.
The study dispells the notion that China's netizens are unaware of how their data is being used and concludes that over 90% of online consumers are happy to share data in return for a better user experience or rewards.
Microsoft first launched the global survey in 2013 and has noted some significant changes since then. The most notable is the reliance on predictive technology that helps filter users' searches based on their previous search history. Almost two thirds of users claimed they valued this service and would be interested in similar services in the future.
Another key trend was location services. As smartphone adoption has risen dramatically, access to constant GPS means users now expect searches to be filtered automatically by location as well as relevance.
Finally, the report highlighed people's prefences for specialised social networks. The "one size fits all" network is losing ground to specialised networks that offer users a unique cluster of likeminded individuals and functionalities.
The study surveyed more than 13,000 people in 13 different countries, including Brazil, Canada, China, France, Germany, Italy, Netherlands, Russia, Spain, Sweden, UAE, UK and the USA.