INDONESIA : UNDERSTANDING the consumer perspective on data privacy In SEA
41% of consumers in Indonesia are willing to pay to access online content if it means not seeing advertisements, according to a new report by the Regional Board of the Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India).
The report, Understanding the Consumer Perspective on Data Privacy in Southeast Asia, provides a rich seam of information on what consumers in Indonesia understand, or think they understand about online privacy. The research results were based on a detailed survey in Bahasa-Indonesian and answered by more than 1250 respondents.
However, consumers are largely unwilling to provide personal data in exchange for access to free online content, says Regional Board member, Alvin Liong from IlmuOne Data.
”When subsequently asked about whether they would enter their email addresses to access free content, 53% said no. In line with this sentiment, 57% also said they would not prefer to use their mobile phone number instead of their email address to log into a website. Whilst increasing awareness of consumer privacy is a net positive for the value exchange of content across the internet, an elusive question remains as to what data points would be considered acceptable to consumers and valuable to marketers, to ensure continued free access to high quality content.”
IAB SEA+India Regional Board members on this research project were Vidyarth Eluppai Srivatsan from The Coca Cola Company, Mitch Waters from The Trade Desk, Tina Pang from Twitter, Alvin Liong from IlmuOne Data, JJ Eastwood from the Carousell Media Group and James Sampson from GrabAds. All note a key survey result that less than half of the consumers in Southeast Asia understand that advertising powers universal free access to online content.
More than eight thousand consumers in Singapore, Indonesia, Malaysia, Thailand, Vietnam and the Philippines responded to the multilingual survey which was created in English, Bahasa, Thai and Vietnamese and distributed by the IAB SEA+India, the Carousell Media Group and GrabAds.
Key Highlights
41% of respondents in Indonesia overall are willing to pay to access online content with no advertising
59% of respondents over the age of 35 in Indonesia are willing to pay to access online content with no advertising
65% of respondents want to receive a verification code when they log in to a website
80% would prefer to have a single login to access any website
92% say they fully understand, or think they understand what data privacy means
