Data tracker: Digital media gains trust in India

Only 27% Indians say they have an objection if at all to their online activities being tracked

The noise around online privacy notwithstanding, India remains a country which trusts information on social media, the latest edition of Kantar TNS's Connected Life study says. Covering 70,000 people across 56 countries, the 2017 edition is an eye-opener when it comes to digital habits of Indians versus their global and Asian peers. The study highlights where Indians score over their international counterparts and what drives their online behaviour.

• Kantar TNS's research shows that Indians are open to sharing their personal data if it improves their online experience. Almost 39 per cent Indians trust information on social media versus the global average of 32 per cent.

• Also, only 29 per cent Indians are concerned about the personal data brands have on them compared to the global average of 40 per cent.

• Australia's concern rate though is the highest at 56 per cent, the study says, pointing to the awareness they have of data theft.

• Indians also do not object to connected devices monitoring their online activities. Only 27 per cent Indians say they have an objection if at all to their online activities being tracked. The global averageis 43 per cent.

• Indians, however, are not as trusting of global brands online. Only 38 per cent Indians trust global brands among emerging mobile-first markets. 

• In contrast, 47 per cent Indonesians trust global brands online, while 54 per cent Vietnamese and an equal percentage of people from Myanmar say they trust global brands online.

• Trust factor drops sharply in developed markets. Only 19 per cent and 21 per cent people in Australia and New Zealand respectively say they trust global brands.

• The mobile-first environment in India has also led to consumers willing to try newer forms of online interaction. 36 per cent Indians say they are happy to interact with chatbots online.

• Indians are also willing to pay for products using their mobile phones, with 33 per cent saying they are open to doing so if the opportunity comes.

Source: Kantar TNS Connected Life 2017; APAC stands for Asia-Pacific