exploring consumer attitudes & actions on key tech policy issues 2014
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EDELMAN BERLAND
Edelman DC Tech + PolicyOmnibus Survey Report
June 13, 2014EXPLORING CONSUMER ATTITUDES & ACTIONSON KEY TECH POLICY ISSUES 2014A STUDY BY EDELMAN DC TECHNOLOGY + POLICY GROUP AND EDELMAN BERLAND
© Copyright 2014 Daniel J Edelman Inc.
2 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
WHO HOW MANY ACCURACY WHEN HOW
U.S. Consumers Ages 18+ n=1,028 Margin of Error =
±3.1%Data Collection
OccurredMay 2 – 6, 2014
Online Omnibus Survey
Methodology
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• The privacy of personal data and how it is used by business and government• The security of personal data used online, on smartphones, on connected
home devices and/or on wearable computers• Intellectual property protections for people’s ideas and innovations• The cost, choice and quality of broadband Internet service received at
home • Technological innovations that improve everyday life and work (e.g.,
music/movie purchasing and sharing, getting a taxi/car ride or a room while traveling using a smartphone app, “the sharing economy,” etc.)
• The commercial use of unmanned aerial vehicles (drones)• The future of America’s high tech workforce – from the immigration of
skilled workers to the focus on STEM (science, technology, engineering and math) education in US schools
• The use of technological tools and computer algorithms to gain an advantage in the stock market
Key Tech Policy Issues We Asked About
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• Privacy and security of personal data have the greatest impact on consumers and their business/livelihood.
• Privacy of personal data and how it is used by business and government stands out as the key issue consumers are willing to act upon.
• Signing an online petition is the most likely action for consumers to address tech-related issues.
• Actions vary significantly by age. Younger consumers are more likely to write an op-ed or post content to their social media pages, while consumers 55 and older are more likely to contact a politician.
Key Findings
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25% 24%
14%
8% 7%
2% 2% 2%
16%
Q1: Please select the ONE that has the most impact on you personally/your family.
Privacy and security are the key issues that have a personal impact on consumers
Key Tech Industry Issues
(Personal Impact)
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30% 29%
16%
9% 8%
3% 3% 2%
Q1: Please select the ONE that has the most impact on you personally/your family.
Privacy and security are the key issues that have a personal impact on consumers
Key Tech Industry Issues – EXCLUDING ‘NONE OF THESE’
(Personal Impact)
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Younger respondents indicate tech that improves everyday life impacts them personally; older respondents are impacted by privacy
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female
< $25k
$25k-<$50
k
$50k-<$75
k$75k
+
Privacy of personal data 20% 18% 21% 33% 26% 23% 23% 27% 31% 20%
Security of personal data 20% 25% 28% 27% 22% 29% 16% 23% 25% 34%
Cost, choice and quality of Internet
service10% 12% 17% 14% 12% 15% 19% 16% 8% 12%
Tech innovations that improve everyday life 18% 11% 5% 3% 9% 7% 7% 7% 7% 9%
Future of America’s high tech workforce 11% 8% 5% 5% 8% 6% 6% 6% 4% 11%
Intellectual property protections 4% 2% 1% 1% 2% 1% 1% 3% 2% 2%
Use of tech tools and algorithms in the
stock market2% 2% 3% 2% 3% 1% 1% 2% 2% 3%
Commercial drone usage 3% 3% 3% <1% 3% 2% 1% 3% 3% 3%
Q1: Please select the ONE that has the most impact on you personally/your family.
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18% 17%
9% 8% 7%4% 4% 3%
30%
These same issues have the greatest impact on business and livelihood
Q2: Please select the ONE that has the most impact on your business/livelihood.
Key Tech Industry Issues
(Business Impact)
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26%24%
12% 11% 10%
6% 5% 4%
These same issues have the greatest impact on business and livelihood
Q2: Please select the ONE that has the most impact on your business/livelihood.
Key Tech Industry Issues – EXCLUDING ‘NONE OF THESE’
(Business Impact)
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Male respondents are more concerned about privacy and its impact on their business and livelihood than female respondents
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female
< $25k
$25k-<$50
k
$50k-<$75
k$75k
+
Privacy of personal data 13% 23% 19% 18% 21% 15% 16% 20% 20% 17%
Security of personal data 15% 13% 20% 18% 17% 18% 13% 17% 18% 18%
Cost, choice and quality of Internet
service9% 7% 7% 9% 7% 8% 15% 8% 3% 7%
Tech innovations that improve everyday life 16% 8% 7% 6% 7% 10% 10% 7% 10% 8%
Future of America’s high tech workforce 9% 9% 5% 7% 9% 6% 5% 8% 3% 11%
Intellectual property protections 8% 9% 2% 2% 7% 3% 1% 7% 4% 6%
Use of tech tools and algorithms in the
stock market6% 5% 3% 2% 4% 3% 1% 1% 4% 7%
Commercial drone usage 5% 4% 3% 2% 5% 1% 1% 2% 6% 3%
Q2: Please select the ONE that has the most impact on your business/livelihood.
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27%
19%
9%7%
5% 5% 4% 4%
21%
Consumers are most willing to take action on privacy issues
Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).
Key Tech Industry Issues
(Taking Action)
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34%
25%
11%9%
6% 6% 5% 5%
Consumers are most willing to take action on privacy issues
Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).
Key Tech Industry Issues – EXCLUDING ‘NONE OF THESE’
(Taking Action)
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Female respondents and those with incomes over $75,000 are most likely to take action regarding security of personal data
Age Gender Household Income
18-29 30-39 40-54 55+ Male Female
< $25k
$25k-<$50
k
$50k-<$75
k$75k
+
Privacy of personal data 25% 21% 28% 30% 25% 28% 21% 29% 30% 28%
Security of personal data 15% 16% 25% 20% 15% 23% 13% 17% 12% 29%
Cost, choice and quality of Internet
service9% 10% 7% 11% 11% 7% 13% 8% 12% 7%
Tech innovations that improve everyday life 10% 5% 3% <1% 5% 3% 3% 2% 8% 4%
Future of America’s high tech workforce 11% 6% 6% 6% 8% 6% 8% 10% 2% 7%
Intellectual property protections 8% 6% 4% 2% 6% 3% 2% 3% 5% 6%
Use of tech tools and algorithms in the
stock market5% 8% 1% 2% 3% 4% 4% 5% 2% 4%
Commercial drone usage 5% 8% 2% 6% 7% 3% 6% 2% 8% 5%Q3: Please select the ONE that might cause you to “take action” of some kind (for example, by calling or e-mailing a politician/legislator).
14 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
30% 29%
16%
9% 8%3% 3% 2%
24%26%
11% 12%10%
5% 4%6%
25%
34%
11%
5%9%
5% 6% 6%
Personal Impact Business Impact Spurs Action
Summary of Key Issues
Key Tech Industry Issues
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40%
27% 26% 25%20% 18%
16%12%
Consumers are most likely to sign an online petition in order to resolve a technology-related issue
Q4: If you had a specific concern about a technology-related issue, which of the following activities would you be willing to take to attempt to resolve the issue?
Likely Actions to Resolve Key Tech Industry Issues
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Political action (sign a petition, contact a politician, meet a representative)
Stop/reduce technology use Social Activity (post content to social/business social media, write an op-ed or letter)
56%
40%
29%
When grouped by action type, consumers are most likely to take some sort of political action, followed by reducing or stopping technology use, and finally social activities
Q4: If you had a specific concern about a technology-related issue, which of the following activities would you be willing to take to attempt to resolve the issue?
Likely Actions to Resolve Key Tech Industry Issues
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Age Gender Household Income
18-29 30-39 40-54 55+ Male Female
< $25k
$25k-<$50
k
$50k-<$75
k$75k
+
Sign an online petition 43% 40% 36% 43% 40% 40% 31% 40% 37% 47%
Contact a politician 28% 21% 23% 34% 29% 25% 18% 25% 27% 37%
Stop using technology in conflict with my
beliefs23% 29% 24% 30% 26% 27% 22% 24% 37% 26%
Reduce use of technology in conflict
with my beliefs25% 32% 18% 28% 24% 26% 21% 23% 29% 29%
Meet with local or national
representative21% 29% 17% 16% 25% 15% 14% 16% 17% 28%
Post content to personal social media 28% 25% 15% 12% 22% 15% 14% 20% 14% 25%
Write an op-ed/letter to the editor of a
publication24% 18% 10% 15% 19% 14% 10% 14% 16% 23%
Post content to business social media 18% 21% 12% 3% 18% 7% 5% 5% 5% 24%
None of these 21% 24% 31% 20% 23% 25% 35% 25% 25% 18%
Likely actions vary significantly by age, with younger consumers more likely to voice concerns through op-eds or social media posts
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