As consumers, most of us take for granted that our online experiences and interactions will be seamless. We expect that – in spite of the inexorable increase in data points that we each generate – meaningful information can be made available to us in two or three clicks of a mouse, or taps of a screen on a mobile app.
Our expectations don’t stop there. We take for granted that this wonderful machine we call the internet will deliver personalized and relevant information that will enrich our lives, simply because we are, for example, using our FaceBook profile to log in to a hotel booking system. Or a Twitter stream via a website, an eBay secure purchase via a third party site. And all the time, we hope that our data will be secure (or at the very least, we’re prepared to offset the risk of our data being compromised with the convenience that these web services offer to us).