Gartner Research

Big Data vs. Privacy — The Rise of the Off Tribe

Published: 25 October 2016

ID: G00278252

Analyst(s): Stephanie Baghdassarian , Meike Escherich


Users concerned with privacy are beginning to rebel against endless data ingestion and big data analysis. Strategic planners at technology and service providers responsible for data collection need to concern themselves with maintaining customers' trust before users decide to "switch off."

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Big data and AI are increasingly used to personalize customers' experiences, which is forcing strategic leaders at TSPs to constantly re-evaluate their data collection strategy, as privacy challenges can seriously impede success in this area
  • Data shows that younger users 16 to 25 years old are savvier about handling their privacy settings and tend to move their original content-sharing activities to messaging apps, which will require strategic planners to be aware that probing social networks for personal data will not be the best option going forward
  • There are first signs of the rise of the Off Tribe, as evidenced by the increase in platforms, software and devices designed to protect user's privacy, and stopping the move from mainstream social network sites to exclusive P2P networks will challenge strategic planners at TSPs

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