New research: Building trust is key to success of COVID-19 contact
tracing (part two)
A recent study comissioned by FORTYEIGHT.AI and conducted by
Avansere AS and Opinium explores consumer attitudes and behaviours
towards industry-led COVID-19 contact tracing.
Despite this awareness and good intent, two thirds of people
(64%)feel comfortable providing their contact information to
pubs, bars, restaurants or cafés (especially those in the North
East (75%) and Northern Ireland (75%).
However,
one in five (18%) people still say they would likely provide
false contact information because of not trusting the business
will keep it safe, not misuse it and delete it after 21
days.
Londoners and most likely to do this (28%).
While the majority 74% of people would provide correct
information (especially the 55+ age group 88%),
18-34s (31%) and workers (24%) are more likely to provide
false information. This may reflect how aware they are of data
privacy problems.
One in five (18%) people would provide false contact information
because of not trusting the business will keep it safe, not
misuse it and delete it after 21 days
Untrustworthy spaces
Should people be so distrusting of pubs, bars, restaurants or
cafes? Most people who did visit and were served were asked for
their contact details by establishments (72%); but
a third of this group were asked at some point during their
visit (35%); with a third having already entered the premises
(33%);
and nearly one in ten saying they were asked after the visit
(7%).
People should be concerned, as the survey also revealed that
a quarter of people were not asked for their contact
information (26%). Worryingly, a third of people aged 55 and
over were not asked (32%).
“FORTYEIGHT has the potential to help cut through
the complexity, with a secure and transparent
contact tracing system”
“FORTYEIGHT has the potential to help cut through
the complexity, with a secure and transparent
contact tracing system”
“FORTYEIGHT has the potential to help cut through
the complexity, with a secure and transparent
contact tracing system”
“FORTYEIGHT has the potential to help cut through
the complexity, with a secure and transparent
contact tracing system”
People are divided in terms of who they would feel happiest
providing their contact information to.
24% say a local, independent pub, bar, restaurant or café
business; 24% say a central database, managed by the government;
and 24% say ‘none of the above’. Only 10% say a central
database, managed by the hospitality industry association, and
only 6% say a national pub, bar, restaurant or café
chain.
People who are comfortable sharing contact information (31%) and
people aged 55+ (29%) are happiest providing contact information
to a local, independent pub, bar, restaurant or café business.
People in Northern Ireland (40%) and Scotland (35%) are also
more likely to trust their local establishment.
This demonstrates the need for more trust and confidence in
how data is captured and managed, and more transparent ways
and means that potentially resolve some of the non-technical
challenges associated with providing contact
information.
People are least happy sharing their their contact information
with a national pub, bar, restaurant or café chain (6%).
Map of the UK displaying % of people that were not asked to
provide their contact information when visiting a pub, bar,
restaurant or café.
Confident using mobile
When it comes to using different collection methods, people are
confident using their mobile phone in various ways when
providing contact information:
Making phone calls (84%)
Text messaging (83%)
Emailing via mobile phone (73%)
Using the Internet via mobile phone (72%)
Using a mobile app (72%)
Using Social media (58%)
Using QR codes (47%)
While people are most confident making a phone call to provide
contact information, text messaging is a close second and
represents a far more convenient and trackable method for both
consumer and establishment.
All demographics are confident using text messaging when
providing contact information.
Meanwhile people aged 18-54 (especially 18-34-year-olds) and
workers are broadly confident in emailing, using the internet,
mobile app, social media; with
less than half of people confident QR codes when providing
contact information.
Actually using pens and paper
Among those that did visit an establishment, a quarter of people
(26%) did not provide contact information (with 33% of over
people aged 55+ not doing so); and
the top way people provided contact information was by adding
their information to form using pen and paper (32%).
This mostly happens in the West Midlands, with 43% of people in
this region using pen and paper.
Few used safer digital methods like the a company’s website
(10%), email (10%), QR code (8%) or text messaging (7%) to
provide their contact information.
Methodology
This report was written by Avansere AS, and the research was
conducted by Opinium Research. 1,908 adults England, Scotland
and Northern Ireland were surveyed between 17/07/20 and
20/07/20. The data was weighted to be nationally representative.
For press and media enquiries, please take a look at our Press &
Media page, or for more general information on this research and
our products, please contact the team on
hello@fortyeight.ai
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New research by Avansere AS and Opinium Research, on behalf
of FORTYEIGHT, explores consumer attitudes, perceptions and
behaviours towards public and private COVID-19 contact
tracing efforts.
New research by Avansere AS and Opinium Research, on behalf
of FORTYEIGHT, explores consumer attitudes, perceptions and
behaviours towards public and private COVID-19 contact
tracing efforts.
It has the potential to save lives, but mass government and
private sector surveillance during the pandemic has to be
transparent and ethical, else we risk an easy turn towards a
dystopian future.