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2. For the quality seal or trust mark which you know and trust most, does the quality seal or trust mark help ... Improved transparency of quality: Trust marks seem to play an ...
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Slide 2:Contents
Methodology Usage of emerging online and mobile products and services Improved transparency of quality Fairer terms and conditions Improved price transparency Simpler, inexpensive enforcement Proper protection of privacy Means to increase trust Summary
Slide 3:1. Methodology
Slide 4:Survey of internet users (18-60) Country coverage: DE, ES, PL, SE, UK N=2500, online access panel Fieldwork in January 2007 From case studies to questionnaire Issues from case studies Structuring of issue domains Selection and operationalisation xxx drop this xxx slides neu strukturieren? Improved transparency of quality Fairer terms and conditions Improved price transparency Simpler, inexpensive enforcement Proper protection of privacy xxx drop this xxx slides neu strukturieren? Improved transparency of quality Fairer terms and conditions Improved price transparency Simpler, inexpensive enforcement Proper protection of privacy
Slide 5:2. Usage of emerging online and mobile products and services
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Please indicate whether you have already used and paid for the following services / products or whether you have never heard of it: Downloading pay-media such as video clips, MP3 or music files. Downloading pay software for private use. A mobile phone service to get information on where you are or to find out where your child is. Playing in an online virtual world. Medicines or other products in an online pharmacy.Slide 6:Usage of emerging online and mobile products and services
Usage of downloading pay-media is most popular, 24% of internet users. All the analysed emerging products or services are used by around 20% of internet users, apart from location based services, which are used by less than 10%Usage of downloading pay-media is most popular, 24% of internet users. All the analysed emerging products or services are used by around 20% of internet users, apart from location based services, which are used by less than 10%
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007.Slide 7:Usage by country
DE: very high usage of online pharmacies ES: similar usage of downloading pay-media, pay-software and online gaming at around 20% PL: very high usage of online games SE: relatively low usage of online gaming and online pharmacies UK: high usage of downloaded pay-media and pay-softwareDE: very high usage of online pharmacies ES: similar usage of downloading pay-media, pay-software and online gaming at around 20% PL: very high usage of online games SE: relatively low usage of online gaming and online pharmacies UK: high usage of downloaded pay-media and pay-software
Slide 8:Usage by age groups
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Usage Age very young users (18-29): high usage of downloading pay-media and online gaming usage of online pharmacies rises from young to old users downloading pay-software rises from young to old users LBS usage declines from young to older usersUsage Age very young users (18-29): high usage of downloading pay-media and online gaming usage of online pharmacies rises from young to old users downloading pay-software rises from young to old users LBS usage declines from young to older users
Slide 9:Usage by employment status
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. PAY MEDIA high usage of by pupils and students, full-time employees and self-employed ONLINE GAMES dominantly used by pupils students PAY-SOFTWARE Self-employed & freelancer ONLINE PHARMACIES retiredPAY MEDIA high usage of by pupils and students, full-time employees and self-employed ONLINE GAMES dominantly used by pupils students PAY-SOFTWARE Self-employed & freelancer ONLINE PHARMACIES retired
Slide 10:3. Improved transparency of quality
Slide 11:Importance to be able to read / play files
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: If you changed your software, would it be very important, important or unimportant for you to be able to use or play the files that you already have?
Slide 12:Importance of trust marks
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. most internet consumers (ca 85%) feel that trust marks increase trust above average in PL and ES very low in SE, where currently no trust marks are establishedmost internet consumers (ca 85%) feel that trust marks increase trust above average in PL and ES very low in SE, where currently no trust marks are established
Slide 13:4. Fairer terms and conditions
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Have you ever read all of a licence agreement from start to finish?Slide 14:Having ever read a licence agreement completely
not even a half of internet users have ever read all of a licence agreement different behaviour in respect of reading licence agreements in the countries: whereas in the UK noticeably below average of internet consumers have ever read a licence agreement from the beginning to the end, in PL apparently two thirds have done sonot even a half of internet users have ever read all of a licence agreement different behaviour in respect of reading licence agreements in the countries: whereas in the UK noticeably below average of internet consumers have ever read a licence agreement from the beginning to the end, in PL apparently two thirds have done so
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Please think of the licence agreement that you understood best. Do you think you understood how you are allowed to use the service or product and what could happen if something went wrong?Slide 15:Internet consumers understanding of licence agreements
internet users, who have ever read some or all of a licence agreement, did not understand all what they have read: only less than 10% specified that they have understood all however, a big share of internet consumers specified that they have understood most of the licence agreement countries: above average of PL internet consumers specified that they understood all, whereas the share of DE and SE persons specifying that they have understood all is less than the averageinternet users, who have ever read some or all of a licence agreement, did not understand all what they have read: only less than 10% specified that they have understood all however, a big share of internet consumers specified that they have understood most of the licence agreement countries: above average of PL internet consumers specified that they understood all, whereas the share of DE and SE persons specifying that they have understood all is less than the average
Slide 16:5. Improved price transparency
Slide 17:Unknown costs as a barrier to using mobile services
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: When you would like to use your mobile phone for a new service, maybe one with a special number or WAP address, or just to make a call to a number you have not used before, do you ever hold back from using the service or making the call because you are not sure of the cost? More than every fifth internet user holds back from using a mobile service due to unknown costs, whereas only nearly 10% never are concerned about unknown costs Countries: Highest shares of users who are not concerned by unknown costs in SE (ca. 12%) Most concerns about unknown costs for mobile services persist in the UK (28%) and ES (30%)More than every fifth internet user holds back from using a mobile service due to unknown costs, whereas only nearly 10% never are concerned about unknown costs Countries: Highest shares of users who are not concerned by unknown costs in SE (ca. 12%) Most concerns about unknown costs for mobile services persist in the UK (28%) and ES (30%)
Slide 18:Interest in display of simple price information
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: When you would like to use your mobile phone for a new service and would like to know what it would cost, if your mobile service provider or other supplier offered to display simple price information on your mobile phone, for example to display the price per minute before the call is put through, would you be very interested, interested or not interested in such a display of simple price information? Understandably high interest in a display of simple price information on a mobile before a service is used, whereas a half of the interested persons is very interested and the other half only interested Countries: ES users are more interested than others, which is underlined through the particularly high percentages of users specifying that they are very interested in such a display Understandably high interest in a display of simple price information on a mobile before a service is used, whereas a half of the interested persons is very interested and the other half only interested Countries: ES users are more interested than others, which is underlined through the particularly high percentages of users specifying that they are very interested in such a display
Slide 19:6. Simpler, inexpensive enforcement
Slide 20:Internet consumers level of information of their legal rights
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Do you feel informed enough about your legal rights as a consumer when purchasing online or mobile products or services? Not even half of the internet consumers feel at least well informed about their legal rights as a consumer and only about 3% feel very well informed There are about 14% who feel not at all well informed Countries: Above average much persons in UK and PL feel very well informed, but still below 5% Clearly above average much persons in SE feel at least well informed (nearly 50% in contrast to an average of about 40%) Particularly high share of internet users who feel not at all well informed in ES: about 28% specified that they feel not at all well informed in contrast to only 14% on average. Lowest shares of persons feeling not at all well informed in PL and SE.Not even half of the internet consumers feel at least well informed about their legal rights as a consumer and only about 3% feel very well informed There are about 14% who feel not at all well informed Countries: Above average much persons in UK and PL feel very well informed, but still below 5% Clearly above average much persons in SE feel at least well informed (nearly 50% in contrast to an average of about 40%) Particularly high share of internet users who feel not at all well informed in ES: about 28% specified that they feel not at all well informed in contrast to only 14% on average. Lowest shares of persons feeling not at all well informed in PL and SE.
Slide 21:Actions internet consumers would most likely take
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: If you had a problem with a supplier of online or mobile products or services – perhaps the expensive software you downloaded stopped working, no-one could fix it, family, friends or forums, blogs etc. on the internet can not help and the supplier refused to refund what you had paid – what would you most likely do? Most, i.e. nearly 30%, would contact a trust mark issuing organisation in case of a problem with a supplier Second important actions are to consult a lawyer and to look for online dispute resolution Understandably doing nothing seems not to be an alternative DE and PL: consulting a lawyer seems to be the most important SE and UK users mentioned most the action of contacting the trust mark issuing organisation, which is also very important for ES internet users. Online dispute resolution seems to be very important in the UK and in PL, but play no major role DE Relatively high shares of SE internet consumers who would inform a reporter as an action to solve a problem with a supplier of online or mobile products/servicesMost, i.e. nearly 30%, would contact a trust mark issuing organisation in case of a problem with a supplier Second important actions are to consult a lawyer and to look for online dispute resolution Understandably doing nothing seems not to be an alternative DE and PL: consulting a lawyer seems to be the most important SE and UK users mentioned most the action of contacting the trust mark issuing organisation, which is also very important for ES internet users. Online dispute resolution seems to be very important in the UK and in PL, but play no major role DE Relatively high shares of SE internet consumers who would inform a reporter as an action to solve a problem with a supplier of online or mobile products/services
Slide 22:7. Proper protection of privacy
Slide 23:Trust in doctors to take proper care of personal medical data
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Do you trust doctors and other medical personnel to take proper care of your medical data on their computers? (ca. 55 - 60%) do NOT trust doctors fully to take proper care of medical personal data which is stored on the doctors’ PC; however, only about 10% show a HIGH scepticism with respect to how trustworthy doctors handle their data only a third of internet users trust doctors fully. Countries : SE, UK and DE show no significant differences from the average PE internet consumers seem not to trust that doctors take proper care as much as users in the other 4 countries whereas ES users trust doctors more than users in the other 4 countries (fully: ca. 50%) (ca. 55 - 60%) do NOT trust doctors fully to take proper care of medical personal data which is stored on the doctors’ PC; however, only about 10% show a HIGH scepticism with respect to how trustworthy doctors handle their data only a third of internet users trust doctors fully. Countries : SE, UK and DE show no significant differences from the average PE internet consumers seem not to trust that doctors take proper care as much as users in the other 4 countries whereas ES users trust doctors more than users in the other 4 countries (fully: ca. 50%)
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Some software, even software you have to pay for, will automatically send information about your computer use back to the supplier. Does this worry you and would you try to avoid this kind of software?Slide 24:Concerns about spying (pay-) software
Only a little more than a tenth are not worried by potentially spying software, while more than 1 out of 5 internet users would try hard to avoid such software Nearly 90% of internet users are worried by such software, even if not all of these persons would try to avoid it, there are more than 50% which would try to avoid such software. Countries: Least worried by spying software are internet consumers from ES and PL, most worries persists at SE users DE and SE internet consumers who would try hard to avoid such software are clearly above average Only a little more than a tenth are not worried by potentially spying software, while more than 1 out of 5 internet users would try hard to avoid such software Nearly 90% of internet users are worried by such software, even if not all of these persons would try to avoid it, there are more than 50% which would try to avoid such software. Countries: Least worried by spying software are internet consumers from ES and PL, most worries persists at SE users DE and SE internet consumers who would try hard to avoid such software are clearly above average
Slide 25:8. Means to increase trust
Percentages of internet users, N=2500. Source: Empirica / DIW Internet Consumer Survey, 2007. Survey question: Would you probably buy much more, a little more or no more or any at all of these products and services … … if suppliers provided better information about the quality and price? … if consumer organisations provided better information? … if you could easily find out by customer reports or ratings on a web- site whether other customers were satisfied or not? … if you knew that an independent organisation had checked that the supplier was acting within the law with regard to the EULAs? … if it was easier to get compensation from the supplier if a paid for product or service does not match up to what was promised?Slide 26:How trust could be increased
easier to get compensation customer reports and ratings, approval of suppliers by independent organisations, and better information by consumer organisations 3. better information by suppliers about quality and price easier to get compensation customer reports and ratings, approval of suppliers by independent organisations, and better information by consumer organisations 3. better information by suppliers about quality and price
Slide 27:9. Summary
Slide 28:Improved transparency of quality: Trust marks seem to play an important role to increase trust. Fairer terms and conditions: Only very few consumers understand Licence Agreements. Improved price transparency: Price information important for mobile services. Simpler, inexpensive enforcement: More than a half feels not well informed about legal rights. Proper protection of privacy: Spyware does worry internet consumers.
Slide 29:Thank you for your attention!
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