New research into consumer digital behaviour in response to the Cambridge Analytica Facebook scandal has revealed despite an initial dip in activity, consumer digital behaviour has returned to exactly the same point it was, prior to the revelation and in just seven weeks, showing that consumers value Wi-Fi and Facebook use ahead of personal data.
The report, which uses data from over 3,400 of Wireless Social’s UK venues, was run for the period 9 March – 4 May 2018.
The results detail a decline of just 3 per cent in users choosing to login to the Wireless Social network via Facebook. However, surprisingly, normal service resumed, with users returning to the social media site, via a venue’s Wi-FI in as little as seven weeks.
As of the 4 May, reported logins are now at 50 per cent – the second highest figure ever reported for Wireless Social.
Additionally, the report also analysed opt-ins for marketing communications, together with new Wi-Fi users per day. It revealed the importance of GDPR and the impact of clear messaging on consumer behaviour.
Despite the scaremongering the news created, consumers are still willing to use a venue’s Wi-Fi if its GDPR compliance is made clear. Interestingly, Wireless Social’s new user average remained consistent at 11 users per day, both before and after the scandal. In addition, 81 per cent of consumers are still happy to opt-in to receive marketing communications from their chosen venues.
Julian Ross, managing director, Wireless Social, commented on the latest research: “The Cambridge Analytica scandal in no way hindered the natural habits of consumers as the hype would like us to think. Some sources were talking about the downfall of Facebook – what our research shows is that Facebook is too powerful to stay down for long. The report also highlights to operators the important role GDPR plays on consumer behaviour. When it’s been made clear that a platform is GDPR friendly, such as Wi-Fi logins and marketing opt-ins, consumers are more likely to agree to use them. We believe GDPR is great for the public and welcome 26 May with open arms.”