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我们询问了人们对于与保险公司分享健身数据的感受

we asked people how they feel about sharing fitness data with insurance companies
我们询问了人们对于与保险公司分享健身数据的感受
890字
2019-07-15 10:12
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我们询问了人们对于与保险公司分享健身数据的感受

From the Fitbit to Apple’s smartwatch, wearable tech is becoming increasingly popular across the globe. Compared to other nations like US, which has seen higher adoption of fitness trackers, uptake in Australia is still less than 10% in 2019. But news reports indicate that Australians are taking to fitness monitoring more than ever before.

从Fitbit到苹果(Apple)的智能手表,可穿戴技术在全球越来越受欢迎。与美国等国家相比,澳大利亚在2019年的健身追踪器使用率仍不到10%。美国等国家的健身追踪器使用率更高。但新闻报道显示,澳大利亚人比以往任何时候都更喜欢健身监控。

And wearable devices are not only being embraced by consumers, but also across insurance industries. Health and life insurance companies collect data from fitness trackers with the goal of improving business decisions.

可穿戴设备不仅受到消费者的欢迎,也受到了整个保险业的欢迎。健康和人寿保险公司从健身追踪器收集数据,目的是改善商业决策。

Hollywood actor Christopher Walken was the spokesperson for Qantas’s 2016 Assure campaign.

好莱坞演员克里斯托弗·沃尔肯是澳航2016年担保活动的发言人。

Currently, these business models work as a “carrot” incentive. That means consumers can benefit from discounts and cheaper premiums if they are willing to share their Fitbit data.

目前,这些商业模式起到了“胡萝卜”激励的作用。这意味着,如果消费者愿意分享Fitbit的数据,他们可以享受折扣和更便宜的保费。

But we could see voluntary participation become mandatory, shifting the incentive from carrot to stick. John Hancock, one of the largest life insurance companies in the United States, has added fitness tracking with wearable devices to all of its policies. Though customers can opt out of the program, some industry experts argue that this “raises ethical questions around privacy and equality in leaving the traditional life insurance model behind”.

但我们可以看到,自愿参与变成了强制性的,激励机制从胡萝卜转向大棒。美国最大的人寿保险公司之一约翰汉考克(John Hancock)已将可穿戴设备健身追踪纳入其所有保单。尽管客户可以选择退出该计划,但一些行业专家辩称,这“在抛弃传统寿险模式的过程中,引发了围绕隐私和平等的伦理问题”。

Is this the beginning of a major trend? And, more importantly, how do consumers feel about being “persuaded” into fitness tracker-based insurance policies?

这是一个大趋势的开始吗?更重要的是,消费者是如何被“说服”购买基于健身追踪器的保险的?

In a study conducted with my colleague Professor Stefanie Paluch at RWTH University in Germany, we investigated people’s perceptions of fitness tracker-based insurance policies.

在我和我的同事、德国RWTH大学的Stefanie Paluch教授进行的一项研究中,我们调查了人们对健康追踪保险的看法。

What are the concerns?

问题是什么?

Unfair price discrimination

不公平的价格歧视

People are concerned that the data monitoring will lead to personal disadvantages. They don’t want to be penalised with higher insurance rates if they stop using the fitness tracker. One Fitbit user said:

人们担心数据监控会导致个人缺点。如果他们停止使用健身追踪器,他们不想因为更高的保险费率而受到惩罚。一位Fitbit用户说:

The problem lies in the disadvantage if I don’t wear it.

问题在于如果我戴它的话,那就是缺点。

Data protection

数据保护

Consumers are concerned about how insurance firms will access, use, and store their fitness data. One person said:

消费者担心保险公司是如何访问、使用和存储他们的健身数据的。一个人说:

I find it very important to have strict regulations, especially in these times, when personal data is collected and stored everywhere, but can also be shared, exchanged, sold and passed on to third parties, to those I don’t want […] to have my data.

我发现有严格的规章制度非常重要,尤其是在这个时代,个人数据被收集和存储在任何地方,但也可以共享、交换、出售和传递给第三方,我不希望[…]拥有我的数据。

Privacy

隐私

People have a wide range of privacy concerns. In general, they fear becoming “observable”, “transparent”, “predictable”, “easy to manipulate” and “rated” by the insurance provider. One user said:

人们有广泛的隐私问题。一般来说,他们害怕被保险公司“观察”、“透明”、“可预测”、“易于操作”和“评级”。一位用户说:

The risk is that you will become so transparent and […] institutions will know about you, that is actually not their right at all, only on the basis that they somehow want to make a profit […] it’s none of their business.

风险在于,你将变得如此透明,而且[…]机构将了解你,这实际上根本不是他们的权利,只是基于他们不知何故地想赚钱[…]这与他们的业务无关。

How to reduce the risks?

如何降低风险?

Our study shows that the strongest opposition is based on people’s fear of unfair and exploitative behaviour of commercial data users, in particular switching from voluntary to mandatory enrolment. To avoid backlash, insurance firms should follow the following four recommendations.

我们的研究表明,最强烈的反对意见是基于人们对商业数据用户的不公平和剥削行为的恐惧,特别是从自愿注册转变为强制注册。为避免反弹,保险公司应遵循以下四条建议。

1. Understand your customer

1.了解您的客户

Insurance firms need to first segment their customer base to better understand consumer lifestyles and motivations to use a fitness tracker. While some consumers have a personal affinity towards self-tracking, other individuals will not change their habits. One user said:

保险公司需要首先细分客户群,以便更好地了解消费者的生活方式和使用健身跟踪器的动机。虽然有些消费者对自我跟踪有个人亲和力,但其他人不会改变他们的习惯。一位用户说:

I am not sure how this helps? If you lie on the sofa for 12 hours a day with a fitness tracker. Do you see a result? No! The insurance cannot force you to move your ass. Normally only people who are active already and do sports regularly, they wear such trackers.

我不确定这有什么帮助?如果你每天在沙发上躺12个小时,带着健身追踪器。你看到结果了吗?不!保险不能强迫你移动你的屁股。通常只有那些已经活跃并且经常运动的人,他们才穿这样的追踪器。

2. Provide value

2.提供价值

People wish to receive a benefit for their participation. This ranges from financial value (discounts, lower premium) to functional value, such as the quality of the device (design features, ease of use), as well as its reliability and accuracy in tracking data.

人们希望因参与而获得利益。这包括从财务价值(折扣、较低的溢价)到功能价值,例如设备的质量(设计特点、易用性),以及跟踪数据的可靠性和准确性。

I like sports, and fitness trackers are important to me. As I said, to follow my progress, and if I can get them cheap, then I find that very positive.

我喜欢运动,健身追踪器对我很重要。正如我所说,为了跟踪我的进展,如果我能便宜地得到它们,那么我发现这是非常积极的。

The tracker itself must be good. […] I have to have a feeling that I really benefit from it.

跟踪器本身必须是好的。[…]我必须有一种感觉,我真的从中受益。

3. Be transparent

3.透明

In order to reduce privacy concerns, insurance firms need to offer transparent and fully informative privacy policies and should more clearly educate and inform users about the terms and conditions. One Fitbit user said:

为了减少隐私问题,保险公司需要提供透明和充分信息的隐私政策,并应更清楚地教育和告知用户有关条款和条件。一位Fitbit用户说:

…if a little more is published [about] what happens with our data, […] one can inform oneself about it […] Perhaps general education in schools or so would be desirable, too.

…如果更多地公布[关于]我们的数据会发生什么,[…]人们可以告诉自己关于它的信息[…]也许学校里的通识教育也会是可取的。

For me, the personal contact is important, because if someone explains that to me, then I will trust this person, and then I do not think that he/she will try to conceal any things […]. Once this has been explained to me, then I’m ok with it.

对我来说,个人接触很重要,因为如果有人向我解释了这一点,那么我会信任这个人,然后我认为他/她不会试图隐瞒任何事情。一旦这件事向我解释过,我就同意了。

4. Give customers control

4.给客户控制权

People are more willing to participate in fitness tracker-based insurance policies when they are in control of their participation. Greater empowerment increases their perceived self-determination and acceptance. Thus, participation should remain voluntary and be flexible regarding the timeframe. Two respondents said:

当人们控制自己的参与时,他们更愿意参与基于健身追踪的保险政策。更大的授权增加了他们的自决能力和接受度。因此,参与应该是自愿的,并且在时间上是灵活的。两位受访者表示:

Well, if they [fitness trackers] are on a voluntary basis […] then I would use them.

好吧,如果他们[健身追踪器]是自愿的,那么我会使用他们。

That I can choose this bonus program myself, that I can choose the different functions from it and that I can resign at any time without any financial, health or insurance disadvantages.

我可以自己选择这个奖金计划,我可以从中选择不同的职能,我可以随时辞职,不存在任何财务、健康或保险方面的不利因素。

As the sharing of personal biometric data increases further, we hope that our findings will contribute to an emerging public policy and legal debate about the practice.

随着个人生物特征数据共享的进一步增加,我们希望我们的发现将有助于有关这一做法的新的公共政策和法律辩论。

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