Digital Base of Consents (BNC)


Since 2008, the number of connected devices to Internet has exceeded the number of human beings. 
Our lives are getting more and more dematerialized while our data circulate on Internet at light speed.

30,000 Go data are generated worldwide each second, while more than 10,000 credit card transactions are recorded on Internet. About 3 million videos are broadcast on YouTube and, in the same time, about 1,23 billion users daily communicate on Facebook.

However, according to several studies*,  some French and European consumers distrust the use of their personal data, because they doubt the ethical conduct of certain companies. In this way, mistrustful citizens can give wrong data in order to protect their identity and their private life. 

* Symantec State of European Data Privacy” survey, October 2016 and “French citizens’ Digital Confidence Barometer”, September 2016, Harris Interactive.

Data security is number one concern for consumers...
Personal data security is number one concern for European consumers when buying online. 88% of them are much more concerned about data security than the quality of the product, the quality of the client service or the environmental compliance.*
* State of European Data Privacy, October 2016

Allergy to customized advertising
Internet users are not naive people: they know that brands use their personal data, especially the ones they share on social networks, to send them customized advertising,. 81% of them are particularly hurt by those practices and consider it as unethical ones.*
* French citizens’ Digital Confidence Barometer, Harris Interactive 2016
hurt by those practices and consider it as unethical ones.

Internet users fight back
Citizens can get round the risks on Internet by using solutions like deleting cookies, having several mail addresses or even using ad blockers. 38% of French people are equipped with an ad block, 70% of them use it on their computer. It has increase of 20% in less than a year.
hurt by those practices and consider it as unethical ones.

In search of data
68% of Internet users worry about the commercial use of their personal data which are collected on search engines.
* French citizens’ Digital Confidence Barometer, Harris Interactive 2016 hurt by those practices and consider it as unethical ones.

Respect of the privacy of Internet users
88% of interviewed persons* do not appreciate that their personal data are collected or used because they consider that web browsing as a private matter.
* Ad blocks in French market barometer, November 2016, Ipsos Connect for IAB

Lack of personal protection
81% of interviewed persons consider that the protection of individuas on Internet is insufficient. This question should be a priority topic for both French and International legal authorities. *
* French citizens’ Digital Confidence Barometer, Harris Interactive 2016

...but not for brands. 
Some brands are far from measuring what consumers want. 74% of them consider that their clients ar not concerned about security and personal data preservation. They even think it is less important than quality, prices and even efficiency of the customer service.*
* State of European Data Privacy published in October 2016

Unwanted geo-tracking
Geo-tracking allows to geographically locate a person in real time. Nowadays, it concerns multiple aspects of consumers’ daily life like having access to personalized services, such as finding a restaurant, or promotional offers you can receive as soon as you enter a restaurant with your smartphone.  However, 59% of Internet users are not interested in geo-tracking because they see it as an invasion of privacy.*
* French citizens’ Digital Confidence Barometer, Harris Interactive 2016

More fear than harm
47% of consumers are hindered by the possible hacking of their personal data. In 2015, 1.1 million persons have been victims of Internet bank details thefts*, while identity thefts were also increasing. Thus, 45% of Internet users consider that the consulting of their personal data by a third party is a major brake to comsuption.
* National Monitoring Centre of Delinquency and Penal Responses (O.N.D.R.P.)

Unfair use of collected data
74% of interviewed persons are suspicious of Internet and the way their personal data are often unfairly used, whether in the cloud or with connected objects. *
* French citizens’ Digital Confidence Barometer, Harris Interactive 2016

* Rapport de l’Observatoire National de la

A significant business pressure
83% of interviewed persons consider that commercial pressure on Internet is getting more and more unbearable because of pop-ups or digital advertisings.
* Ad blocks in French market barometer, November 2016, Ipsos Connect for IAB

A weak confidence
The paradox grows for French Internet users: 87% of them go online once a day, while only 37% of them are absolutely confident in using Internet. Other consumers are aware of the risks of using Internet but keep on using it because they have no choice.*
* French citizens’ Digital Confidence Barometer, Harris Interactive 2016

Your thoughts about it

« I hate receiving advertising I didn’t asked for. This often disrupts me while I am doing something else. This targeted advertising reminds me of being daily tracked on Internet. »
Stéphanie, 43 years old, beautician

« I am really exasperates with pop-ups because it conceals while I am reading on Internet. I often click on “stop showing this message“. On the other hand, I have nothing against targeted advertising. Even if I have to support advertising, I prefer it to be useful and to correspond to my areas of interest. »

Nicolas, 41 years old, consultant

« I remain indifferent to advertising, as I consider it as noise and visual pollution. I sometimes feel upset without watching it. »

Erwan, 36 years old, manager

« All this advertising everywhere on the screen bothers me! I now use an ad blocker on my computer. » 

Sophie, 44 years old, producer

« I think I have never watched an entire advertising on Internet. Some of them are too recurrent, especially on information websites. I really don’t appreciate when advertising appears on my smartphone. When I try to close it , I sometimes realize that the whole website has disappear! I then have to start over from the beginning ! »

Thierry, 56 years old, elementary school teacher

« I can’t stand advertising I receive in my email box. I generally try to unsubscribe, but it is always quite obscure to do. I sometimes try to unsubscribe ten times without any success. So, I directly through it away. »
Jeanne, 32 years old, e-learning publisher

« I can put up with advertising on Internet as long as it is not repetitive and not to stupid ! »

Colette, 62 years old, retired person

« I like advertising banners which correspond to my tastes and my previous purchases. Otherwise, I am not interested in advertising in general. »

Corinne, 65 years old, retired person

« I don’t loathe Internet advertising. Actually, I don’t see it anymore. I have learnt not to pay attention to it. It only bothers me when it comes from nowhere. When it happens, I immediately close the window. I don’t have any problem with the advertising I receive in my mailbox because I directly put it in the bin. »

Jean-Marc, 60 years old, architect

« I am not a fan of Internet advertising, so I have an ad blocker. If I can’t us it on a website, then I look somewhere else ! »

Jean-Sylvain, 35 years old, IT engineer