US smart TV consumers unaware of agreed data usage consent | Ad Tech | News | Rapid TV News
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Consent of all online data has been a hot topic for a while, especially in Europe, but in the US, it would appear that smart TV users are not generally aware of the consent of information they have given when they connect their sets says Ace Metrix research.
SamsungOLED 18Dec2017

In a survey of over 36,000 US consumers specifically regarding Internet-connected TVs, the video advertising measurement firm says that it fundamentally discovered discrepancies between the consent companies claim they receive and the consent consumers are unaware they give. The survey went as far as describing some smart TV manufacturers as being ‘particularly shady’.

Somewhat alarmingly, the study found that only 13% of people being tracked actually knew they were being monitored and recalled agreeing to the terms of service for their smart TV. Furthermore, virtually half of people were unsure if their TV viewing habits were being monitored even though just over three-fifths had TVs connected to the Internet. Even though data companies are adamant that they receive viewers’ consent, three-quarters of the consumers had no idea how they gave some form of consent in the first place.

The Ace Metrix survey also revealed 61% of consumers with a specific brand of smart TVs were unsure whether their TV device collected data about their viewing habits. Another 21% said they were not being monitored; 8% knew they were and remembered agreeing to the terms; 7% knew but didn’t remember agreeing to anything and only 3% knew and disabled it.

In what he says should be an urgent call to action generated from the survey results, Ace Metrix CEO Peter Daboll urged research and data companies to do more for consumers to protect their privacy and secure the data they provide, or else risk extinction.

“Even in the wake of some of the most dangerous security breaches in history...most research and data collectors have done little to adjust their business practices to secure consumers’ privacy,” he noted.

“They are missing a change in consumer and legislative sentiment. With GDPR, and the newly passed Consumer Privacy Act in California, the industry hit an inflection point on privacy. Research and data companies need to wake up. They need to be leading privacy and consumer consent reform – not following it. The first big area we need to improve on is really getting consumers’ consent—not using tricks, trojans or falsehoods to swindle our way into free data from unsuspecting people. We need to clearly describe to consumers what data we’re using, how we’re using it, and periodically remind them that we’re doing so.”