Published: Tue, May 08, 2018

Facebook US users stay loyal despite privacy scandal

Facebook US users stay loyal despite privacy scandal

Accused of using Facebook users' personal data to sway the outcome of the USA 2016 presidential election and the UK Brexit referendum, Cambridge Analytica announced this week it was closing down.

A Cambridge Analytica sign is pictured at the entrance of the building which houses the offices of Cambridge Analytica, in central London on 21 March 2018.

By no surprise, Facebook is the most popular social media platform of all by a long shot.

The watchdog group is backing Professor David Carroll's efforts to obtain his personal data from SCL Group, which includes Cambridge Analytica.

The retention of the data derivatives is troublesome.

According to a new report, Cambridge Analytica did not delete valuable data models and derivative data that it collected prior to the 2016 US Presidential Election, and had it through the election. And 44 percent said they had in fact recently changed their privacy settings.

"I have yet to read an article that says a single person has been harmed by the breach", he said.

The Reuters/Ipsos poll adds to other indications that Facebook has so far suffered no ill effects from the episode, other than a public relations headache. "Nobody's outraged on a visceral level", Michael Pachter of Wedbush Securities told Reuters.

Facebook's $41 billion in revenue in 2017 was entirely generated by selling advertisements targetted with user data.

In a letter to Facebook CEO Mark Zuckerberg, Katarina Barley also said that the social network needs to give its users "real control" over their data and set up new internal supervisory mechanisms to ensure that formal guidelines are upheld in Facebook's dealings with third party advertising clients.

Cambridge Antalytica's bankruptcy filing comes after the company admitted making mistakes over the misuse of data harvested from Facebook accounts.

Seventy-four percent of Facebook users claimed they were aware of their privacy settings and 78 percent said they knew how to change their settings.

Unfortunately for Facebook, it seems now that even if it wanted to employ the paid version, very few would use it.

This survey shows something similar, with people trying to exercise some control over data privacy but resigned to the fact that they can not entirely.

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