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Keywords: motivations; expected benefits; perceived risks; trust toward companies; self-trust & self efficacy; protection; control; transparency; empowerment; curiosity; adoption; appropriation
The effect of the GDPR and the opening of personal data will surely create new opportunities for new business. How will consumers react to this newfound openness and power? Will their expectations and behavior change radically? So far, MyData has been mostly looked at through the eyes of a highly digital individual. What about those who lack continuous access to the internet or even a reliable digital identity, like in some developing countries? Will the MyData paradigm raise up opportunities and solutions for bringing the non-diginatives into the digital world?