Figure 3-1-2-5 Tolerable range of personal data treatment (during social media use)

Is it tolerable for you to see your real name opened to third parties through social media?

| Japan (n=759) | U.S. (n=916) | U.K. (n=863) | France (n=846) | South Korea (n=907) | Singapore (n=973)
Value | 4.0 | 28.5 | 25.5 | 28.1 | 10.0 | 22.4
Percentage | 38.7 | 45.3 | 46.1 | 52.4 | 60.4 | 50.1
Percentage | 57.3 | 26.2 | 28.4 | 19.5 | 29.5 | 27.5

☐ Tolerable ☐ Conditionally tolerable ☑ Intolerable in any case

Is it tolerable for you to see a situation where information classified by some users as secret on social media is reclassified by service providers as available for browsing by all users

| Japan (n=759) | U.S. (n=916) | U.K. (n=863) | France (n=846) | South Korea (n=907) | Singapore (n=973)
Value | 0.9 | 9.6 | 5.7 | 5.7 | 1.8 | 3.8
Percentage | 14.9 | 23.1 | 20.5 | 25.8 | 20.8 | 27.9
Percentage | 84.2 | 67.2 | 73.8 | 68.6 | 77.4 | 68.3

☐ Tolerable ☐ Conditionally tolerable ☑ Intolerable in any case

(Source) MIC "Survey Research on New Challenges for Advancement of ICT Infrastructure and Services" (2013)

## (3) Tolerable range of personal data treatment

### a. Perceptions about personal data treatment during social media use

The international survey indicates that the percentage share in Japan for respondents who cannot tolerate the publication of their names by third parties through social media in any case is far higher than in the other countries. Percentage shares are high in all of the countries for those who cannot tolerate a situation where information classified by some users as secret on social media are reclassified by service providers as available for browsing by all users (Figure 3-1-2-5).

### b. Perceptions about Big Data-related services

In the questionnaire survey, respondents were also asked about users' perceptions about Big Data-related services (Figure 3-1-2-6). The survey results indicate that users feel less resistance against personal data treatment that is specific and advantageous for users from the viewpoint of security and safety.

## (4) Conditions for supplying personal data to service providers

Questioned about conditions for supplying personal data to service providers in the survey, many respondents in all of the countries answered that they may supply such data to service providers in “cases where the service providers are reliable.” (Figure 3-1-2-7)

A country-by-country comparison indicates that Japan features high percentage shares above 50% for “cases where economic advantages are gained through personal data supply” and “cases where convenience is improved through personal data supply.” South Korea has a similar feature.

## (5) Conditions for utilization or distribution of personal data

Regarding conditions for service providers' utilization or distribution of service users' personal data, service users in the six countries were asked whether they would tolerate personal data being utilized or distributed in four cases. Figure 3-1-2-8 illustrates the relationship between percentage shares for those who "tolerate personal data being utilized or distributed" and those who "do not tolerate personal data being utilized or distributed."

In all of the countries, percentage shares for “tolerate personal data being utilized or distributed” are the highest in the case where “users give explicit consent.” While Western shares reach around 50%, Asian shares are limited to around 30%.

Given the above survey results, Japanese service users' perceptions about service providers' utilization of their personal data can be summarized as follows. The percentage share for service users who are reluctant to have their personal data published in any case in Japan is higher than in the United States and the United Kingdom. The shares for those feeling resistance against various utilization methods such as browsing, opening, analyses and trade in Japan are higher. These results indicate that any border between legal and illegal actions for the utilization of personal data tends to be vague in Japan.

As to conditions for supplying personal data to service providers, respondents in the survey generally answered that they may supply such data to service providers in "cases where the service providers are reliable." But Japan features high percentage shares above 50% for "cases where economic advantages are gained through personal data supply" and "cases where convenience is improved through personal data supply."

Regarding conditions for service providers' registration, utilization or distribution of service users' personal data, service users in the survey were asked whether they would tolerate personal data being utilized or distributed in specific cases. The survey results show that 20-30% in Japan would tolerate their personal data being utilized or distributed with the condition of their explicit consent, and anonymizing or coding of data.