Information privacy concerns of different South African socio-demographic groups

Abstract

Consumer privacy is becoming an issue of increasing managerial importance as consumers become concerned about marketers’ intrusions on their privacy and insist on the protection of the confidentiality of their personal information. This study identified the different sociodemographic variables via a national telephonic survey of a sample of 800 South African consumers and determined their level of concern towards privacy protection, misuse of information, solicitation and government protection in privacy information matters. In the privacy protection dimension, it was found that older consumers were more concerned than younger consumers; English- and Afrikaans-speaking consumers were more concerned than consumers from other language groups; middle and high income groups were more concerned than lower income consumers; and females were more concerned than males. In the information misuse dimension, it was found that older consumers, English-speaking consumers and high income groups were more concerned; middle and high level education groups were more concerned, as were employed consumers. In the solicitation dimension, it was found that older consumers, English-speaking consumers and high income groups displayed higher levels of concern. Low and middle level education groups were less concerned. In the government protection dimension, the only group that showed higher levels of concern was females in comparison with males. Organisations should not be reactive in their management of privacy issues and wait for an external threat before they implement cohesive policies. Organisations that put off complying with regulations are likely to have more regulatory mechanisms imposed on them, and such delays may not be conducive to a trusting relationship with consumers.