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Consumer Perceptions about Digital Privacy and Online Data Sharing in the UK Insurance Sector
Consumer Perceptions about Digital Privacy and Online Data Sharing in the UK Insurance Sector

Author(s): BLAKESLEY Ian R., Anca C. Yallop
Subject(s): Economy
Published by: Risoprint
Keywords: digital privacy; online data sharing; big data; motivations; consumer behaviour

Summary/Abstract: Consumer behaviour in the UK insurance sector has transformed over the last 20 years from traditional retail, to predominantly online trading. Data is a fundamental part of how the sector operates, and the use of data in insurance is constantly evolving. This paper explores consumer perceptions about digital privacy and their subsequent motivations to disclose personal data for insurance purposes. An exploratory, qualitative research approach was used and qualitative data was collected from insurance consumers using in-depth, semistructured interviews. The study found that the consumers interviewed were extrinsically motivated to disclose data by financial reward and convenience, but suggests that subsequent intrinsic motivations may be an influence on the initial motivations. Consumers perceived transactions as ―fair‖ if they received the expected rewards, retained control of the data, and the data was not unilaterally used to their detriment. Concern for privacy was generally low, provided antecedent conditions were met. The paper concludes with a discussion of contributions this research makes to academic knowledge and industry practice, and highlights the implications for insurance organisations.

  • Issue Year: 2015
  • Issue No: 8
  • Page Range: 23-37
  • Page Count: 15
  • Language: English