Presented at our fringe event the Labour Party Conference. Panel: Kelvin Hopkins MP, Bobby Duffy, Managing Director, Social Research Institute, Ipsos MORI, Heather Savory, Chair, Open Data User Group, Chris Yiu, Head of Digital Government at Policy Exchange, Hetan Shah, Executive Director, Royal Statistical Society (Chair)

1. Contacts: Bobby.Duffy@ipsos.com 020 7347 3000
Big Data –
opportunity and
concerns
Bobby.Duffy@ipsos.com
@BobbyIpsosMORI

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© Ipsos MORI
I keep saying that the sexy job in
the next 10 years will be
statisticians. And I’m not kidding.
Hal Varian, chief economist at
Google
It’s exciting – honestly…

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But it’s true…
Data allows us to adapt and improve public services and
businesses and enhance our whole way of life,
bringing economic growth, wide-ranging and social
benefits and improvement in how government
works….The next big leaps forward, both in improving
our lives and creating national prosperity, will be in data-
driven medicine, education, more effective allocation of
resources, and economic development.
Independent review of Public Sector Information, 2013

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Which of the following things would you feel most embarrassed about
admitting to friends and family?
We’re not embarrassed about lack of understanding of
numbers...
Base: 516 British adults aged 16-75, interviews conducted online 9th-15th April 2013 Source: RSS/Ipsos MORI 2013
6
15
75
5
I'm not very good with numbers
I'm not very good at reading and writing
Neither
Don't know

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Thinking about your child/if you had a child, which of the following would
make you most proud?
...and there’s little pride in doing it well
Base: 516 British adults aged 16-75, interviews conducted online 9th-15th April 2013 Source: RSS/Ipsos MORI 2013
15
16
55
13
Don't know
Neither
If they were very good at reading and
writing
If they were very good with numbers

6. Focus on mobile data…

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8. Source: Ipsos MORI Technology Tracker
Smartphone penetration increasing at incredible rate
Q1 2011 Q1 2013

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we can’t live without them…
70% 33%
47%
Scale and richness of data incredible…

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Firstly, simple population flows…
Actual behaviour, not stated behaviour
• Ivory Coast used to identify infrastructure needs
• Experiments in Lewisham and Manchester…

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And understanding who moves where…

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But also media usage – linked to location…
Increasingly consuming media through phones…
• Understand more about how we interact, how services can
tailor approaches to us – geo-triggering…
• Comparison of web browsing behaviour of those in and
outside the Olympic Park

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URL Behavioural Data – what do they look at on their
phone when shopping
391 on
linkedin
364 on
pornhub
Saturday 30/06: 124,000 People at Oxford Circus (1:6) search on the mobile web
BBC: 4,508, Wikipedia: 3,652, TFL 3,048
nationalrail: 1,264, ebay: 1,036,
Combine these types of info…

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Challenge 1 – quality and speed
“It is a misunderstanding to assume somehow this is
about technology rather than about data. The
essential thing is the quality and reliability of the
underlying data and updating it in real time. We
haven't been able to master those two aspects yet.”
Tim Kelsey,
In interview with Ipsos MORI (Understanding
Society), 2013

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If you found out a company you are a customer with (for example your bank or your
main supermarket) was doing any of the following, which if any, would make you
seriously consider not using this company again?
70
56
53
51
49
40
Failing to keep safe or losing my personal data
Selling anonymous data about customers to
other companies
Exploiting overseas workers
Charging higher prices than competitors
Damaging the environment
Paying senior executives a large bonus/salary
Source: Deloitte/Ipsos MORIBase: 1,036 British adults 15+, 30 March – 5 April 2012
Challenge 2 – significant concerns about privacy…

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Challenge 2 – significant concerns about privacy…
To what extent do you agree or disagree with the following statements about how
companies or public sector bodies use or share information about people?
36
26
27
24
27
15
5
5
-7
-21
-21
-16
-5
-14
-17
-15
Organisations should collect
less information about me
Organisations I interact with clearly
explain why they collect or share data
about me
Organisations in the public sector
should share more data about people to
improve the services they provide
I am more in favour of data being shared
with public sector bodies than with
private sector companies
% Strongly disagree % Disagree % Agree % Strongly agree
Source: Deloitte/Ipsos MORIBase: 1,036 British adults 15+, 30 March – 5 April 2012

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Government less trusted with our data than online
retailers?
Base: c. 500 British adults aged 16-75 Source: RSS/Ipsos MORI 2013
5
38
40
12
6
2
30
41
20
6
A great
deal
A fair
amount
Not very
much
Not at all
Don't know
Companies such as
supermarkets and online
retailers collect a lot of data
on their customers (for
example through loyalty
cards). To what extent, if at
all, do you trust companies
to use the data they collect
about you appropriately?
The government collects a
lot of data on citizens (for
example through tax
returns). To what extent, if at
all do you trust the
government to use the data
they collect about you
appropriately?

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Contacts: Bobby.Duffy@ipsos.com 020 7347 3000
Study on views of privacy
and personalisation
coming in new year…