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欧洲电商网站遭《数据保护条例》影响?|出海西班牙电商岛群第2期

2019-08-20 13:21:59

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欧洲电商网站遭《数据保护条例》影响?|出海西班牙电商岛群第2期


 

Ecommerce news 2019年7月29日

 

自从欧盟的《通用数据保护法规》(GDPR)于14个月前生效以来,欧洲电商网站得页面浏览量,网站访问量和收入都有所降低。《通用数据保护条例》于2016年4月14日通过,并于2018年5月25日开始实施。这是一项关于数据保护法规,旨在保护欧盟公民的隐私权。

 

收入减少了8.3%

自从该法规生效以来,总的网页浏览量下降了9.7%,而网站访问量下降了9.9%,一项名为《网络隐私权保护,GDPR对欧洲网络流量和电子商务的早期影响》的研究显示, 该条例对于欧洲电商网站的影响相比之下没有那么严重:网站访问量下降了5.6%,而收入则下降了8.3%。

 

GDPR对网页浏览量,网站访问量和收入的影响

研究人员使用Adobe Analytics的数据来量化GDPR对不同公司的运营状况参数的影响。 据他们说,这是首批研究GDPR的产品之一。而至今,GDPR已经让许多公司遭受了数百万欧元的损失。

 

受GDPR影响的电子邮件和线上广告

欧洲电子商务网站流量和收入下降的可能原因之一是:GDPR增加了电子邮件和广告带来的风险。 研究人员指出:“使用个人信息所需的巨大成本会影响推动在线流量的个性化营销渠道”。 “电子邮件和在线展示广告都依赖于cookie或电子邮件列表形式的个人数据。 因此,通过这些渠道进行广告的质量和数量可能会下降。“

 

其他研究表明,电子邮件和广告为电商网站带来的访问量分别是7%和3%,而之前的所说的欧盟隐私法规(GDPR)让广告的宣传效果降低了65%。

 

用户开始关注隐私问题

学者们还注意到,整体网站流量可能会发生变化,因为用户会意识到他们的信息是如何被使用的。 “GDPR的执法人员在网站上为欧盟用户提供了无处不在的隐私声明,但是这些关于个人数据隐私的通知和警告,很可能已经无形中改变了用户的上网习惯,包括他们每天的上网时长和偏好的网站

 

 Ecommerce websites in Europe hit by GDPR

July 29, 2019 by Ecommerce News.

Ever since the European Union’s General Data Protection Regulation, or GDPR, came into force 14 months ago, ecommerce websites in Europe have recorded lower page views, site visits and revenue.

The General Data Protection Regulation was adopted on 14 April 2016, and became enforceable beginning 25 May 2018. It’s a regulation on data protection and privacy, designed to protect citizens of the European Union.

 

Revenue decreased by 8.3% due to GDPR

But since the regulation came into force, page views fell by 9.7 percent, while website visits decreased by 9.9 percent, a study called ‘Regulating Privacy Online: The Early Impact of GDPR on European Web Traffic and E-commerce’ shows. For ecommerce websites in Europe the results are less damaging: recorded site visits fell 5.6 percent, while recorded revenue decreased by 8.3 percent.

 

Impact of GDPR on page views, site visit and revenue

The researchers used data from Adobe Analytics to quantify the impact of GDPR on important economic outcomes for a diverse set of firms. According to them, it’s one of the first of its kind to study the GDPR, whose scale and scope has cost many companies millions of euros in compliance costs.

 

Email and online display advertising affected by GDPR

One of the possible reasons that ecommerce websites in Europe have seen a decline in traffic and revenue is because the GDPR increased the risk that comes with email and online display advertising. “The higher costs of using personal information can affect personalized marketing channels that drive online traffic”, the researchers write in thepdf. “Both email and online display advertising rely on personal data in the form of cookies or the email lists. As such, the quality and quantity of advertising through these channels may fall.”

The researchers point to other studies that suggests that email and display ads precede 7 and 3 percent respectively of visits to ecommerce websites, and that the previous EU privacy legislation reduced ad effectiveness by 65 percent.

 

Users become aware of how information is used

The academics also note that overall website traffic may change, because users become aware of how their information is used. “GDPR enforcement brought ubiquitous privacy notices on websites that serve EU users. By increasing the salience of privacy concerns, these notices may have changed user preferences for how much time users spend online and which sites they frequent.


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