Doteveryone’s People, Power & Technology report calls for greater regulation on Tech
In their latest report, People Power & Technology, Doteveryone summarises the public’s current attitudes to digital services. The report covers industry impact, regulation, data sharing, and industry accountability and transparency. On consideration of their findings, alongside previous research, they recommend policy changes to support the transition to a more responsible technology landscape. This, they say, should be achieved primarily through the appointment of an Independent Office for Responsible Technology, as well as extensions to the requirements for the Online Harms Regulator, and transparency standards for technology companies upheld by the Information Commissioner’s Office and Competition and Markets Authority.
Doteveryone’s report is a useful tool for influencing the regulatory landscape in the medium to long-term. However, at Sentient Digital, we believe there are approaches which in the short to medium term will create a faster shift to a more responsible technology landscape. Firstly, companies can be better encouraged to adopt responsible technology practices, by clearly demonstrating the commercial incentives of transparency, accountability and putting the values of individuals and society first. Secondly, more can be done to better educate civil society about how technology works so that they can make more informed choices on how to choose and engage with services.
We are committed to both these approaches, alongside improvements in regulation, to facilitate the transition to a more responsible technology landscape.
A summary of Doteveryone’s findings as we see them are provided below:
On consumer attitudes towards industry
The vast majority think the internet has improved their own lives, but are less convinced it has been good for society as a whole. 34% believe the internet has made their lives ‘a lot better’ only 14% think the internet has had ‘a very positive’ impact on society overall.
There is a consensus around the lack of industry transparency and lack of trust in the incentives of technology companies. This relates to both how technology companies operate (only around 50% of people understand the business models), as well as information around security, use and control of data and broader issues of responsibility.
58% believe that the tech sector is under-regulated, and many would accept a restriction to the services they access, in exchange for tighter regulation. They believe the government has a responsibility here (53%), but also recognise that in practice regulators (43%) and tech companies themselves (41%) are most able to influence outcomes.
On consumer attitudes towards data sharing, user terms and conditions
There is an increased awareness of when data is collected, for example through search & purchases (85% understand this up from only two thirds two years ago). This is less the case for newer services like connected homes.
However, there is still a limited understanding amongst users of how data is used to support the business models of tech companies, with mixed understandings on the value of targeted ads versus selling data to third parties. Up to 20% of users don’t know how tech companies make money.
Users are experimenting with settings and hacks to protect privacy and to shape their online experience, but not consistently. For example many have checked privacy settings (73%) but only 31% do it all the time. Many (67%) have sought out alternative sources of content, 27% do it all the time.
Users feel bound to accept the standard ts and cs or not use the service at all. Nearly half (47%) feel they have no choice but to sign up to services despite concerns, 45% feel there is no point in reading them in the first place.
On Accountability within the tech sector
There is widespread concern about the risks of online harms including exposure to inappropriate content (84%), scams (83%) and bullying (74%), as well as concerns around less tangible issues like AI. However, only a third of people know where to go for help when they experience a problem online.
They feel they have no influence or agency over responses to reporting issues — with over a quarter of people reporting having experienced a problem online with nothing happening as a result.
There is a strong sense of resignation towards the direction of technology — 67% say that people like them don’t have a say in what technology companies do. Only 19% believe tech companies are designing their products and services with their best interests in mind.
Reflecting on this data, it is clear that users are calling for transparency, so that they can better understand how technology companies work. They want technology companies to be accountable for the services that they provide and for the impact they subsequently have on individuals and society. And they are looking for a return of user autonomy: settings, tools and a flexibility of use, which puts users in the driving seat of their online experiences.
There is no reason why any leading technology company can’t take immediate steps to give transparency and autonomy to users, and to be accountable for the impact that their services have on society. The company that is able to best achieve it, will generate user trust (a dying art in the current landscape), loyalty, retention and ultimately positive business outcomes.
At the same time, more can be done to educate consumers on the technology landscape. We can demonstrate to users that they are in control of their user experience, and can consciously connect with technology to get the most from it. The government has a funding role here, as dot.everyone has argued, to unlock the resources of civil society, but there is also a place for schools, employees and the media to share resources to give users back control. We are working with organisations around the world, to help more people consciously connect. Contact us to find out more.
In the meantime, you can read the full report here.