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Wednesday, July 29 • 10:46 - 12:15
! "Prized assets for web tracking"

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Author: Sylvia E. Peacock

Pinpointing the group of Canadians who are affected most by web tracking and personal data storage. Background: Due to the lack of regulations and online information market failure, online personal data extraction is ubiquitous. Little knowledge exists about who the users mainly affected by personal data extraction are. Method: Two large population surveys, the CIUS 2010 and 2012 offer comprehensive and comparable measures to gauge the intensity and extent of people’s online activities. An Internet intensity index is proposed to measure Canadian online activity scaled between zero (offline) and 100 (intensely active). Results: Increasingly mature, well-off and educated men and women are captured in the big data bases of online companies that pursue online tracking. Other population segments appear less affected. Conclusions: From a marketing perspective, the targeted group is the most coveted of all consumer groups, thus corporate self-regulation seems even more unlikely in the light of the current results. The overuse of the Internet commons for the purpose of personal user data extraction might lead to an underuse of its connective possibilities. Today’s non-regulated web tracking might present a first indication of online companies steering towards an online tragedy of the commons.

avatar for Sylvia E. Peacock

Sylvia E. Peacock

Lecturer, York University
Web tracking. What do you know about it? How do you deal with it? What do you think about web tracking? From what I see, it seems to be (online) market failure.

Wednesday July 29, 2015 10:46 - 12:15
(9th Floor) TRS 3-176 (Ted Rogers School of Management) 55 Dundas Street West, Toronto, ON M5G 2C3

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