There’s a significant gap between Asia consumers’ perceived understanding of online data privacy and the value exchange of advertising providing access to free online content, according to a Regional Report just released 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 rich data on what consumers in the region understand, or think they understand about online privacy.
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.
Local reports were also prepared for Indonesia, Thailand, Vietnam and Singapore/Malaysia/The Philippines combined, and these will be released over the next month.
Miranda Dimopoulos, Regional CEO of the IAB SEA+India says two key findings are that despite six of the countries in this survey being top internet economies in Southeast Asia, comparatively few people appear to have a full understanding about what consumer privacy means, and how it relates to advertising providing free access to online 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.
“It’s clear that we need to come together as an industry to create an upgraded solution that better explains the value exchange of the internet, and improves consumer controls. The more relevant the advertising is to consumers, the more valuable it is to the marketers, and the more it can be used to fund great content by publishers and content creators,” says Mitch Waters, Senior VP Southeast Asia, India, Australia and New Zealand The Trade Desk.
Vidyarth Eluppai Srivatsan, Global Head of AdTech & Media Platforms, The Coca Cola Company says the report shows an overwhelming lack of willingness to pay to access advertising free content, “which aptly summarises the tightrope of constraints around the topic of consumer privacy.”
Tina Pang, Head of Sales Southeast Asia, Twitter says, “The comprehensive regional reports provide a localised view into each Southeast Asia market, how their consumers view online privacy, and their expectations on exchanging their data for free access.”
Key Highlights
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81% of respondents from Vietnam would login to a website if it means fewer, more relevant advertisements, the highest in the region
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59% of respondents from Indonesia aged 35 years and over are prepared to pay for ad-free online content, compared with 24% from Thailand
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While up to 71% of respondents surveyed overall say they will not pay for ad-free online content, many of them are already paying for subscriptions to digital content
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Three-quarters of respondents would like to receive a verification code when logging in to a website
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More than 70% of respondents would like to have a single login to access any website.
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