Large data analysis and privacy security issues

Changing consumers ' attitudes towards collecting personal data on the web could lead to new business models, analysts said. Large data collection in the IT industry and the use of big data to make money are already in conflict with Internet users ' concerns about privacy and the policies of relevant government regulators, according to a new research report by Ovum, a technology analyst.

Online advertising companies and other companies that rely on personal data collection should "balance" the relationship between business and network users, giving Internet users more control over private data, said Mark Little, chief analyst at technology and Business Analytics.

Web users are increasingly aware of the importance of privacy-protecting tools and are already ready to use them, Little said. "More and more consumer decisions are effectively made on the Internet as intangible data calculations." "he added. "As more and more users don't want their private data to be tracked, it will shake the internet economy." ”

In a recent survey of about 11,000 people in 11 countries, Ovum found that 68% of respondents said they would be very willing to use a search engine if it could provide features that were not tracked. Only 14% per cent said they believed internet companies were honest about the use of their personal data.

"Unfortunately, in the gold-mining data collection process, the personal data naturally due to the small supply, it seems inevitable that there will be privacy-related events." "Little a written statement about the ovum company's research report.

Ovum's findings suggest that the trouble with online business models is that they need to rely on their collected personal data, including targeted or behavioral advertising, Little said in an interview. He notes that, in addition to consumer concerns about online privacy issues, governments in Europe and North America are adjusting to new ways to protect consumer data.

"Data-gathering companies must learn to survive between tough consumer attitudes and tighter regulatory gaps," Little said. ”

Privacy advocates say the recent focus on the use of large data in the technology industry has aroused widespread concern.

"For users, Big data is a boon and a curse," he said. Jeffrey Chester, executive director of the Digital Democracy Center, said in an e-mail. "Personal data from 100,000 data sources can be compiled in milliseconds." ”

Profiles allow marketers, politicians and businesses to predict the future of consumers, he said, "even if low wages are a lifelong source of income for consumers and how users respond to medical problems, so that we can persuade users to vote." ”

In the long run, companies that collect personal data on the Web can find ways to update more than they do today, such as quietly setting up cookies on Web users ' browsers, a practice little called "data fracturing".

More and more consumers seem to think that the current data collection model is free web content or services in exchange for their personal data, lost balance, he said. "Consumers feel exploited. ”

Data-gathering companies may need to build closer relationships with their customers, providing more incentives for customers to give up their personal information, Little said. He points out that in the case of Tesco, a grocery chain, they let customers see their personal data collected by the company.

Little also sees a potential new business model in which consumers can control personal data and make consumers have the option to share their personal information with the business. A company called personal is one of them, and the company has started providing personal databases, he said.

It is not all bad for internet companies to let consumers have more private data control, however, Little said, the repository of personal data must contain more accurate and forward-looking information than the current data collection method can gather.

Changes in the relationship between consumers and data-gathering companies will slowly change, and internet companies should not immediately change their data collection methods, Little said.

Internet companies should "continue to balance the level of collection of personal data that consumers can accept, as well as the supervision of relevant government departments, to maximize the data set of the enterprise, because that would make business profits." "Little said. "But when consumers begin to want more control over private data, it is important to prepare for the change and establish a virtuous relationship with it." ”

(Responsible editor: The good of the Legacy)