利用行為科學賦予消費者更大的在線控制權.pdf

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1、OFFICIALOFFICIALOFFICIALOFFICIALUsing behavioural science to give consumers greater control over their online decisionsOFFICIALOFFICIALAris Xylouris Head of Data Policy Analysis UK Department for Science,Innovation and Technology(DSIT)Eva KolkerHead of Consumer and Business MarketsBehavioural Insigh

2、ts TeamWELCOME AND INTRODUCTIONSOFFICIALOFFICIALI.Welcome and Introductions II.Eva(8 min)i.Introduction to behavioural scienceIII.Aris(5 min)i.Policy background&approachIV.Eva(8 min)i.Experimental designV.Aris(5 min)i.Findings part I VI.Eva(15 min)i.Findings part IIii.Conclusions:behaviourally infor

3、med designVII.Aris(5 min)i.Conclusions:data policyVIII.Questions and Answers(15 min)AGENDA OFFICIALOFFICIALThe role of behavioural science in consumer privacy choicesHow companies can take small steps to improve the experience of their usersHow testing and experimentation can yield improvements in p

4、rivacyKey takeaways from this sessionOFFICIALOFFICIALStarting with a gameOFFICIALOFFICIALStarting with a gameBedRestAwakeTiredDreamSnoreNapPeaceYawnDrowsyWakeSnoozeBlanketDozeSlumberOFFICIALOFFICIALTake a moment to write down the words you rememberOFFICIALOFFICIALDid you remember?SnoreWakeBlanketNap

5、SleepOFFICIALOFFICIALNo sleep here!BedRestAwakeTiredDreamSnoreNapPeaceYawnDrowsyWakeSnoozeBlanketDozeSlumberOFFICIALOFFICIALIf you put your hand up,you are in good company40 55%of people falsely recall“sleep”Context mattersOFFICIALOFFICIALOur preferences are influenced by contextOFFICIALOFFICIALSmal

6、l changes to the way choices are presented can have a big impact on ourpreferences.Our preferences are influenced by contextOFFICIALOFFICIALThe way digital interfaces and environments are designed to influence user decision-making and behaviourOnline Choice ArchitectureOFFICIALOFFICIALBrowser-based

7、cookies experimentOFFICIALOFFICIALOnline experiment to explore browser-based cookie settings systems1Developan experiment capturing a range of cookie settings options that incorporate needs of both businesses and consumers,and demonstrate best practice 3Evaluate new browser-based options against the

8、 current website-based cookie system2Test peoples understanding of the options,their ability to select settings that match their preferences,and the opt in/out rates.Check for demographic or context-driven preferencesOFFICIALOFFICIALOnline experiment in briefRecruitmentTask&interventionIntervention

9、1Intervention 2Visit all three websitesBrowser-level settings 1Browser-level settings 2Browser-level settings 3Intervention 35,019UK general population adults who use the internetBriefingControl groupNo browser-level settingsCookie settings on each websiteIntervention 4Browser-level settings 4Random

10、isationPost-task surveyAnswer questions around:Privacy preferences Satisfaction with cookie choices Understanding and knowledge of cookies Sentiment towards cookie settings and the way they are presented General opinion about web-based cookie settingsOFFICIALOFFICIALRespondents were told they were t

11、esting a new browser.They were asked to click on the three websites on the browser and look for specific informationA cookie pop up would appear either on the home page(treatment groups)or on each webpage(control groups)The decoy taskOFFICIALOFFICIALHow we evaluated cookie setting designs 132Behavio

12、ur when makingcookie choices,by measuring:Choices:accept all,decline all,or customiseTime:seconds per cookie settingas a proxy for effort Alignment:match between their cookie choices and their stated privacy preferencesSentiment,by asking:Satisfaction:opinions on level of information provided,and ab

13、ility to achieve intended privacy preferencesTrustworthiness:perceptions of the cookie settingsUnderstanding and knowledge,by testing:Comprehension:what cookies do,and what data they collect,and differences between browser-based and website-based cookie settingsOFFICIALOFFICIALTested 5 different coo

14、kie setting designsControlWebsite-based cookie pop-up with best practice forced choiceBrowser-based Design 1Opt-in(only Necessary cookies are pre-checked)Browser-based Design 2Opt-out(all cookies are pre-checked)Browser-based Design 3Detailed list with examples of data each cookie type collectsBrows

15、er-based Design 4A scale with privacy and personalized experience preferencesBrowser-basedOFFICIALOFFICIALControl arm(current best practice)Initial ScreenCustomization ScreenOFFICIALOFFICIALIntervention 1-3(varying defaults,info provided)Opt inOpt outDetailed OFFICIALOFFICIALIntervention 4(scale for

16、 customisation)Scale(Initial Screen)Scale(Customization Screen-cropped)OFFICIALOFFICIALWhich design resulted in highest share of participants aligning their cookie choices with their stated privacy preferences?What percentage of participants support the idea of instituting browser-based cookies(0-10

17、0)?Predictions on what we found?WebsiteControlWebsite-by-website based cookie pop-up with best practice forced choiceBrowser Design 1Opt-in(only Necessary cookies are pre-checked)Browser Design 2Opt-out(all cookies are pre-checked)Browser Design 3Detailed list with examples of data each cookie type

18、collectsBrowser Design 4A scale with privacy and personalized experience preferencesOFFICIALOFFICIALFindingsOFFICIALOFFICIALThree personas based on stated preferencesI am comfortable sharing my data.Not at allNot verySomewhatVeryI find some cookie functionality to be important.Not at allDecliners(5%

19、of participants)Acceptors(53%)Not verySomewhatCustomisers(42%)VeryOlder people(aged over 55)and those earning less were more likely to be among the decliners/customisersOFFICIALOFFICIALLow rate of customisation across designs,but design does matterCustomisedDeclinedAcceptedCookie choices across desi

20、gns compared to expectations based on stated preferencesOFFICIALOFFICIALOpt-in,Details,Scale put decliners/customisers on level-playing field with acceptorsAcceptorsDecliners&customisersShare of participants whose cookie choices aligned with stated preferences by persona group ControlOpt-outOpt-inDe

21、tailedScaleOFFICIALOFFICIALSome aspects of data cookies collect were understood,but misconceptions remainOFFICIALOFFICIALPeople were divided on browser-based cookies,prioritising features providing more controlSet cookies once for all websites55%Change the cookie settings at any time71%Different set

22、tings for different types of websites54%Block cookies for a website by entering the URL directly48%Reminder to update cookie settings at least monthly.80%OFFICIALOFFICIALConclusionsOFFICIALOFFICIALStudy conclusionsDetailed&Scale were best at encouraging customisation Website-by-website control arm w

23、as furthest from stated preferencesPower of defaults:Decline alls more than doubled in“Opt in”vs“Opt out”(17%to 39%)Just over half of participants said they wanted a browser-based cookie settingOFFICIALOFFICIALDiscrepancies between stated and revealed preferences:we say we want control and customisa

24、tion,but context makes that effortfulDesign of online choice architecture can shape our preferences Implications for data privacy designOFFICIALOFFICIALImplications for data policyImpact of cookies being at a browser level compared to website level is not entirely clear,but mass declining of cookies

25、 appears unlikelyFeelings around sharing data is complex and context dependent.Encouraging customisation may help people to align with their preferences and fewer accept all or reject all choices.OFFICIALOFFICIALQ&AAny questions?OFFICIALOFFICIALRead the full report:https:/www.gov.uk/government/publi

26、cations/evaluating-browser-based-cookie-setting-optionsContact us:Aris XylourisAris.Xylourisdsit.gov.ukEva Kolkereva.kolkerbi.teamRESOURCE LISTScan the QR code to access the report OFFICIALOFFICIALRelated research from the Behavioural Insights TeamDesigning engaging cookie setting(France)Designing f

27、or active online privacy choices(UK)Improving consumer understanding of contractual terms and privacy policies:evidence-based actions for businesses(UK)RESOURCE LISTOFFICIALOFFICIALDid you enjoy this session?Is there any way we could make it better?Let us know by filling out a speaker evaluation.1.Open the Cvent Events app.2.Enter IAPP DPI25(case and space sensitive)in search bar.3.Tap Schedule on the bottom navigation bar.4.Find this session.Click Rate this Session within the description.5.Once youve answered all three questions,tap Done.Thank you!How Did Things Go?(We Really Want To Know)