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Engaging with Online Consumers

Allan Williams, Senior Communications Policy Advisor at Consumers' Association, discusses the dynamic relationship between consumers and online platforms. With insights on consumer concerns, regulatory challenges, and new developments, he explores the emerging threats and opportunities in digital engagement. Emphasizing the importance of consumer confidence, privacy, and security, Williams advocates for transparent regulation and the need for effective online inclusion. Join the conversation on how to leverage the internet for meaningful consumer engagement while addressing the complexities of the digital age.

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Engaging with Online Consumers

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  1. Engaging with Online Consumers Allan Williams Senior Communications Policy Advisor allan.williams@which.co.uk

  2. Summary • Consumers’ Association (CA) • CA and online consumers • Consumer concerns • New developments • New regulatory challenges • New opportunities and threats • Conclusions

  3. Consumers’ Association • Which? but also policy work with government, industry and regulators • 1 million members • Independent of government and industry • Funded entirely from income from books and magazines • BEUC and TACD e-commerce group

  4. CA and online consumers • Reporting Which? and Computing W? • Influencing policy and regulation • Leading Which? Webtrader • Serving Which? Online • Providing digital content • Campaigning e.g. Carbusters.com • Engaging e.g. W?OL forums

  5. Consumer concerns • Offline • Internet perceived as irrelevant • Understanding access • Online • Security - the greatest concern • Privacy - control of personal data • Service - impact online and offline • Redress - consequences of dispute

  6. New developments • Convergence in networks and platforms but less in consumer usage • Internet key technology but may not remain distinct e.g. digital television • New forms of exclusion emerging • Ecology of universal service must guarantee consumers’ ability to engage effectively online

  7. New regulatory challenges • Convergence of consumer expectation • No simple “read-across” but regulation must be transparent, seamless and appropriate across platforms • Sometimes more e.g. direct marketing • Sometimes less e.g. content • Sometimes the same e.g. advertising

  8. New opportunities and threats • Push to pull, personalised content and new ways to serve consumers • But also threats to consumers relating to privacy, security and data protection • Online communities of consumption • Direct dialogue with consumers e.g. W?OL forums, OnDigital, Egg • Low consumer confidence

  9. Conclusions • Internet as fragmented and diverse consumer population • Opportunities for genuine engagement to build trust loyalty and confidence • But also new threats, concerns and forms of exclusion • Internet as key proving ground for self-regulatory approaches

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