How long do you spend reading T&Cs?

Global business analytics provider, Purple WiFi, has released findings from a study into user attitudes towards their data. With access to the behavior of over 110 million users globally, Purple are well-placed to present accurate and comprehensive results.

How long do you spend reading T&Cs

Purple were able to show that, despite amending their own privacy documents to make them easier to understand and a current worldwide focus on data protection, the vast majority of WiFi users don’t look into how their data will be used.

Purple began by analyzing the number of users that connected to their WiFi over a 12 month period. It was found that over 50 million users had logged into Purple’s platform globally, but only 0.25% then went on to log into their ‘Personal Privacy Profile’.

The enforcement of GDPR last year in Europe again did little in way of changing user behavior. In the last 12 months, only 0.43% of users logged into their ‘Personal Privacy Profile’ across this region.

Such is their global reach; Purple were also able to aggregate their findings by country and reveal which countries are the most ambivalent towards small print. Below is a league table showing how long various nationalities, would on average spend reading the T&Cs during Purple’s WiFi login journey.

 

Small print skim readers’ league table

Country

Average duration (seconds)

Croatia4
Greece5
Syria, Vietnam, Wales6
Romania7
Japan, South Korea, Turkey, Indonesia8
UK, USA, France, Italy, Germany, Russia, Brazil, Netherlands, Sweden, Latvia, Thailand, Galicia Region, Cambodia9
Spain, Hungary, Bulgaria10
Poland, Lithuania12
Portugal, Denmark, Finland, Czech Republic, Basque Region13
Share this post

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Privacy Preference Center

Performance

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site. We don't track user IP address.

_ga, _gid, _gat

Optimazation

_biz_*, calltrk_landing, calltrk_referrer, calltrk_session_id, site_identity

Personalization

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site. We don't track user IP address.

_ga_, _gid_, _gat_

LiveRamp

LiveRamp cookies allow advertisers to display on the websites you visit, relevant offers based on your consumption habits as well as measure the performance of their advertising campaigns. To work, this service is based on the deposit of a cookie on your browser when opening an email or when you visit to the site of one of Liveramp’s partners. These cookies only share your encrypted email address in an irreversible way thus allowing Liveramp to create a technical key associated with these cookies. By depositing these cookies some technical information can be automatically collected (such as your IP address, your operating system or your browser type). These cookies do not track your navigation. Liveramp do not store any information related to your connection. You can at any time easily oppose the deposit of these cookies by clicking: https://liveramp.uk/privacy or http://www.aboutads.info/choices

a