A new study by the University of Duisburg-Essen has revealed that personal data online is significantly influenced by social recommendations from friends and acquaintances, as well as promises of sustainability. The research, published on Monday, found that social influences greatly increase the willingness to share data, while environmental aspects primarily appeal to environmentally conscious users.
The researchers warn that companies may use sustainability messages to divert attention away from problematic data protection practices. For instance, a mobility app that promotes CO2-neutral travel, but collects unnecessary movement data, was cited as an example. The scientists are calling for a clearer separation between data protection information and marketing.
The study is based on a German online experiment conducted in 2023 and has been published in the academic journal ‘Technology in Society’. The authors were members of the Global Young Faculty VII of the Ruhr University Alliance.