As more and more people are using the Internet to perform day-to-day tasks, confidential information and personal choices can be registered in a number of ways. With rampant technology invasion, user data is prone to privacy attacks. Anthem, a major health insurance firm in the US, witnessed a major data breach in 2014 where hackers got access to names, social security numbers, addresses and phone numbers of over 8.8 million Anthem customers, putting their personal information at risk. Social networking sites like Facebook have been ridiculed at length about their weak security settings.

Privacy Traded for Better User Experience

While safeguarding private and confidential information is vital for Internet privacy, is it being traded for a better user experience? As more and more industries are transforming digitally, there is a massive influx of information that is plaguing users across the world. Personalized and custom-made experiences make the online journey enriching for users. Users want to be able to access information from anywhere, at any time, and through any device, compelling organizations to provide a delightful user experience.

By studying behavioral data, enterprises can target customers with product offers that suit their preferences and requirements, augmenting the user experience. Ecommerce websites like Amazon are using data mining techniques to track browsing history, remember user preferences, predict behavior, make recommendations, and deliver customized products and special offers, ultimately saving time.

Travel websites like TripAdvisor utilize various customer behavioral techniques via big data analytics to understand customers’ needs quickly and provide customized holiday offers. By studying factors such as demographic statistics, customer behavior, price consciousness, and travel preferences, travel websites are in a better position to understand customer trends, enabling them to provide tailored offers and ensure customer satisfaction.

Ensuring Safety of Data

While a gratifying online experience is important for user satisfaction, there are a number of ways in which personal and sensitive information can be safeguarded from misuse and privacy attacks. Users can protect themselves in the following ways:  

• Keep virus protection up-to-date, download latest security patches, update browser privacy settings on a periodic basis and install firewalls
• Screen e-mails, control cookies, use encryption and block pop-ups
• Maintain confidentiality of account numbers and usernames and create strong passwords
• Thoroughly read and maintain privacy terms on social networking sites and online forums
• Restrict the amount of personal information published online and limit the accessibility to it
• Provide only essential and mandatory information while filling out online forms

Additionally, enterprises too can adopt measures to safeguard users’ personal data by doing the following:

• Frame relevant privacy and security policies
• Curtail requests for personal information
• Completely disclose how user data will be used
• Offer clear and reliable channels for alleviating security concerns and for recovering from breaches