Often overlooked, but just as important a stakeholder, is the consumer who plays a large role in the notion of the privacy paradox. Consumer engagement levels in all manner of digital experiences and communities have simply exploded ― and they show little or no signs of slowing. There is an awareness among consumers, not only that their personal data helps to drive the rich experiences that these companies provide, but also that sharing this data is the price you pay for these experiences, in whole or in part. Without a better understanding of the what, when, and why of data collection and use, the consumer is often left feeling vulnerable and conflicted. “I love this restaurant-finder app on my phone, but what happens to my data if I press ‘ok’ when asked if that app can use my current location?” Armed with tools that can provide them options, the consumer moves from passive bystander to active participant.
* stakeholder: 이해관계자 ** vulnerable: 상처를 입기 쉬운