Privacy huge negative to tech's many pluses, poll finds

SAN FRANCISCO — While disagreeing markedly on a range of technology issues, consumers in developed and developing nations alike agree on two things about the personal tech boom: It's a fantastic economic stimulant that is desperately in need of privacy rules.

These findings anchor Views from Around the Globe: 2nd Annual Poll on How Personal Technology Is Changing Our Lives, a survey of 12,002 Internet users in 12 countries conducted over the past 12 months by Microsoft. The poll is being released today at the World Economic Forum in Davos, Switzerland.

But perhaps more striking than those unanimous sentiments is the stark contrast between how those who have had gadgets and services longer want to put the brakes on aspects of tech, while those new to the magic of smartphones, social media and the web remain deeply enamored and optimistic about its power.

"After the broad consensus about how the Web brings us great deals and boosts business, there's a deep divergence on many issues," says Mark Penn, Microsoft's chief strategy officer and a former public relations executive whose political roots include helping Hillary Rodham Clinton plan her 2008 presidential bid.

"For example, in developing nations parents are excited about tech's ability to educate their kids, while we wonder if it could be used a little less," says Penn. "In many ways, you're looking at two different worlds."

Perhaps not surprising given 2014 could be dubbed the Year of the Hack, Microsoft's poll indicates that with the exception of India tech users in the USA, France, Germany, Japan, South Korea (developed) and Brazil, China, Indonesia, Russia, South African and Turkey (developing) all feel technology's effect on privacy was "mostly negative" (52%, with 18% saying it was "mostly positive").

Respondents in every country but India and Indonesia say current legal protections for those using tech are insufficient. A majority of those polled feel the legal rights of Internet users should be set by local lawmakers; that law enforcement should get personal approval before searching for data; and that information in the cloud should have the same protection as physical documents.

Other sentiments shared by those in developed and developing countries include an overwhelming exuberance for tech's effect on the ability to find cheaper products (74%), help businesses innovate (72%) and start new businesses (68%).

But when the poll drilled down on issues ranging from the sharing economy to interest in so-called STEM fields (science, technology, engineering and math), marked cultural gaps opened up. For example:

• 60% of those in developing countries feel personal tech has a positive impact on social bonds, but in developed countries only 39% feel that way

• 59% of developing world respondents prefer sharing-economy solutions such as Uber and Airbnb to traditional taxis and hotels, while only 33% of those in developed countries agreed, perhaps reflecting how, here in the U.S., some lawmakers are concerned about business practices of such companies

• 77% of women in developing countries say they feel encouraged to pursue STEM careers (only 46% feel the same in developed countries); and 77% of developing world parents want more access to tech for their children; in developed countries most parents (56%) want less access for kids.

One of the biggest divides is on the subject of fitness. The world seems positively awash in wearable fitness-related technology these days that help you track your every move. But 62% of people in developed economies think personal tech has made them less fit because they spend too much time sitting in front of screens. In contrast, 57% of developing world respondents say tech has made their citizens more fit.

Penn chuckles when asked to explain the stark contrast in some of the polling results.

"I think it comes down to something pretty simple," he says. "When you have a car, you ask questions like, 'Well, how safe is this car?' But when you don't have one, you mainly ask, 'Where's the car?'"

By that analogy, it would appear that tech users in the developing world remain thrilled to have the car.

For the full survey click here.