E-Business
IDC Retail Insights Put Microsoft, Google, Others On Spotlight
The International Data Corporation (IDC) Retail Insights has announced the results of the 2013 Annual Shopper Survey in the new report, “Green Lights and Bright Red Lines: Relevancy and Privacy Challenges for 2014”.
The report however put the likes of Microsoft, Google and Apple on the spotlight.
The new study presents a finer-grained assessment of consumers’ disposition toward the privacy/relevancy trade-off in more concrete terms by which consumers make their choices.
The analysis also identifies green lights of opportunities and draws bright red lines between data collection and offers orchestration tactics that retailers should use aggressively, with caution, or not at all depending on their shoppers’ attitudes toward the privacy/relevancy trade-off.
According to results, contrary to popular belief, only a minority of consumers are openly disposed to the “give to get” exchange of private information for guidance dependent on a retailer having access to such information–14% are privacy spenders and 15% are open guidance seekers.
“Retailers have to learn to earn the privilege of engaging consumers based on such information as activities on social network, mobile apps, 3rd party apps, and You Tube,” said Greg Girard, program director, merchandise strategies, IDC Retail Insights.
‘”Give to get’ dispositions aren’t simply matters of age. In addition to brands serving young adults, those that provide superior customer service, sell high attachment products, and cater to higher income shoppers attract disproportionately larger audiences of guidance seekers and privacy spenders,” Girard added.
The customer stands center stage in omni-channel retail. Earning the privilege of relationships, relevance, and reciprocity with today’s informed, discriminating, and willful consumers depends on meeting each one’s disposition to granting you rights to their private information in exchange for the opportunity to deliver differentiated value.
From the customer’s perspective it’s a “give to get” proposition; from a retailer’s it’s “learn to earn”. IDC Retail Insights’ recent survey research and market analysis of consumers’ dispositions toward “giving to get” and opportunities for “learning to earn” spotted green lights and bright red lines retailers should abide.
In IDC Retail Insights opinion: Shoppers split about equally into two groups, those who choose privacy over relevancy and those who prefer relevancy over privacy, 53% to 47%.
But by nearly a two-to-one margin, 62% to 38%, more consumers than not believe that they do not have enough control over their privacy in the hands of the retailers they shop.
There are financial and customer loyalty risks in following the common wisdom that your customers are the “give to get” type–disenfranchising customers who prefer privacy.
Consumers segment into three “giving” types–what they will share and four “getting” types–what they want in return.
Omni-channel retailers attract each giving and getting type in different proportions depending on their basis of competition, not based solely on their customers’ age.
Among the largest twelve omni-channel retailers those differentiating on service, selling high attachment merchandise, and attracting higher income customers disproportionately attract customers more disposed to “giving for getting”.
Those differentiating on value, selling commodity-like products, and attracting modest income customers disproportionately attract customers of the opposite ilk.
Engage privacy spenders and guidance seekers in digital and mobile media with life-centric messages extended possibly to social media activities.
Keep the privilege of personal engagement. Be cautious engaging privacy hoarders and stay on product promotions focused on product performance and benefits. Earn the privilege of personal engagement.
Only about 50% of retailers have a formal governance process for managing “give to get” data, creating risks for those without such a process and the industry overall.
On the positive side, about three in four consumers trust some non-retail brands, data aggregators such as Google, Microsoft, and Apple included, Behaviors associated with privacy spending and guidance seeking, e.g., using five or more connected devices or seven or more apps, are ascendant.
Creating brand and financial value by managing the “give to get” exchange of private information for the right to provide context-sensitive guidance needs to be managed within the context of the omni-channel transformation of retail: digital transformation of marketing, commerce, and merchandising, enterprise integration, and fulfillment broadly defined from product ideation to sale and delivery.
IDC Retail Insights asserts retailers that effectively manage the “give to get” exchange of privacy for the right to provide context-sensitive guidance will be successful.
Common wisdom that consumers and your customers are well-disposed to the “give to get” exchange will mislead the strategy and while there are concerns about access to and use of personal data in hyper-personalized offers, opportunities do exist.
National Identity Management Commission (NIMC) has said thet more than 136 million Nigerians and legal residents have been enrolled in the National Identity Database (NIDB).
In a statement on Tuesday, Kayode Adegoke, head of corporate communications, NIMC, said Abisoye Coker-Odusote, chief executive officer (CEO) of the commission, announced the milestone during a courtesy visit to the ministry of budget and economic planning.
In April 2025, NIMC said over 117.36 million Nigerians had been enrolled as of February 28, 2025.
The visit was part of the commission’s ongoing stakeholder engagements with ministries, departments and agencies (MDAs) on the implementation of the NIMC Act 2026.
Presenting the new Act, Coker-Odusote said the legislation repeals and replaces the 2007 NIMC Act, modernising Nigeria’s digital identity ecosystem by positioning the national identification number (NIN) as the country’s foundational identity under the “one person, one identity” policy.
She said the law also establishes NIMC as the root certificate authority for the national digital infrastructure and introduces stronger data protection and cybersecurity measures, as well as digital credentials.
“The Federal Government remains committed to enrolling and issuing NINs to all Nigerians and legal residents within the shortest possible time,” Coker-Odusote said.
She added that NIMC is ready to collaborate with the ministry of budget and economic planning to leverage the NIN for economic planning and national development initiatives.
Speaking during the visit, Abubakar Atiku Bagudu, the minister of budget and economic planning, reaffirmed the federal government’s commitment to the implementation of the NIMC Act 2026.
Bagudu described the legislation as “a transformative milestone” that would strengthen Nigeria’s digital identity ecosystem and accelerate national planning and development.
He commended the NIMC director-general and the commission’s leadership for their efforts in securing the passage of the legislation, noting that it provides “a solid legal foundation for a trusted, secure, and inclusive national identity management system”.
The minister, however, said the true measure of the Act’s success would lie in its implementation and the benefits it delivers to Nigerians.
“The true measure of the Act’s success will lie in its effective implementation and the tangible benefits delivered to citizens,” he said.
Bagudu also called for stronger collaboration across the federal, state and local governments to build public confidence in the national identity system and eliminate the duplication of identity databases across government institutions.
He said the NIN should serve as Nigeria’s single, universally accepted identity standard, supporting efficient service delivery and good governance.
On June 26, President Bola Tinubu signed the NIMC Act 2026 into law, repealing the commission’s 2007 establishing Act.
At the time, Olubunmi Tunji-Ojo, minister of interior, said the legislation would strengthen Nigeria’s legal framework for digital identity management, cybersecurity and secure digital authentication, while reinforcing the NIN as the country’s foundational identity credential under the “one person, one identity” principle.
Plateau State Public Complaints Commission (PCC), an agency of the state established to investigate complaints of abuse of office, administrative injustice and other forms of official misconduct is allegedly collecting personal information from members of the public through its website with no privacy policy.
According to investigation by Foundation for Investigative Journalism (FIJ), PCC is falling short of a key transparency requirement under Nigeria’s data protection laws.
FIJ found on Tuesday that PCC collects personal information from members of the public through its website despite providing no privacy policy explaining how that information is collected, processed, stored or protected.
The commission serves as the state’s ombudsman, receiving complaints free of charge against public institutions and private organisations on issues including wrongful dismissal, victimisation and administrative negligence.
Yet, while its online complaint portal requests personal information such as names, phone numbers, email addresses, subject lines and complaint details, visitors are given no privacy notice explaining what becomes of that information after it is submitted.
The omission means visitors are not told why their information is being collected, how long it will be retained, the legal basis for processing it or the rights available to them as data subjects.
WHAT IS THE POSITION OF THE LAW?
The guidelines issued by the National Information Technology Development Agency (NITDA) are explicit: every government website is required to have a privacy policy.
Section 10.4 (i, ii) of the NITDA guidelines mandates all government websites to exercise diligence when collecting personal details or information about visitors on their websites.
The requirement is intended to ensure transparency and accountability in the handling of personal information, allowing visitors to understand why their data is collected, how it will be used and the safeguards in place to protect it.
Similarly, the Nigeria Data Protection Act (NDPA) 2023 requires data controllers to provide privacy notices to individuals before, or at the point of, collecting their personal information.
Such notices are expected to disclose, among other things, the purpose for collecting the data, the legal basis for processing it, the period for which it will be retained and the rights available to data subjects.
Section 27 of the NDPA states:
(1) Before a data controller collects personal data directly from a data subject, the data controller shall inform the data subject of the – (a) identity, residence or place of business of, and means of communication with the data controller and its representatives, where necessary;
(b) specific lawful basis of processing under section 25(1) or 30(1) of this Act, and the purposes of the processing for which the personal data are intended;
(c) recipients or categories of recipients of the personal data, if any;
(d) existence of the rights of the data subject under Part VI;
(e) retention period for the personal data;
(f) right to lodge a complaint with the Commission in accordance with section 46 (1) of this Act; and
(g) existence of automated decision-making, including profiling, the significance and envisaged consequences of such processing for the data subject, and the right to object to and challenge such processing.
Without a privacy policy, visitors have no way of knowing the commission’s data-handling practices or the safeguards, if any, in place to protect the personal information they submit through the website.
At press time, the Plateau State Public Complaints Commission’s website had no privacy policy.
Federal government has directed key digital regulators to suspend the implementation of new rules affecting internet platforms and online intermediaries while it develops a unified national regulatory framework.
Dr Bosun Tijani, minister of Communications, Innovation and Digital Economy
The directive was issued on Tuesday by Dr Bosun Tijani, minister of Communications, Innovation and Digital Economy, after chairing a strategic meeting with the leadership of the Nigerian Communications Commission (NCC), the National Information Technology Development Agency (NITDA), and the Nigeria Data Protection Commission (NDPC).
The minister in a statement, said that the rapid growth of the digital economy has created areas where the responsibilities of the three regulators increasingly overlap, particularly in artificial intelligence, online safety, and data protection.
He said that a coordinated approach is needed to provide regulatory clarity, protect investor confidence, and support innovation.
Dr Tijani noted that as part of the directive, the agencies will temporarily halt the implementation of recently introduced guidelines in these overlapping areas.
However, the Minister said that they will continue to carry out their statutory responsibilities within their respective legal mandates.
Dr Tijani said that a Joint Technical Coordination Committee will now be established to work with industry players, academics, and civil society on a single, coherent regulatory framework.
The minister added that the move is designed to improve coordination across government, create a more predictable business environment, and strengthen Nigeria’s position as a leading destination for digital investment in Africa.
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