Digital Footprint: Understanding Active and Passive Online Data

A digital footprint refers to the trail of data and information that individuals leave behind when they engage in online activities.

Active Digital Footprint: intentionally shared information, such as social media posts, comments, and online profiles.
Passive Digital Footprint: unintentionally shared information, such as search history, browsing history, and online purchases.

Personal Identifiable Information (PII): name, address, email, phone number, etc.
Behavioral Data: browsing history, search queries, online purchases, etc.
Social Media Data: social media profiles, posts, comments, likes, shares, etc.
Location Data: GPS coordinates, IP addresses, etc.
Device Data: device type, operating system, browser type, etc.

Privacy Concerns: personal data can be vulnerable to cyber attacks, data breaches, and misuse.
Targeted Advertising: online behavior can be used to create targeted ads, influencing consumer behavior.
Reputation Management: online presence can affect personal and professional reputation.
Data Brokerage: companies collect and sell personal data to third-party organizations.

Privacy Settings: adjust settings on devices, browsers, and social media platforms to control data sharing.
Data Encryption: use encryption to protect sensitive information.
Anonymous Browsing: use VPNs or incognito modes to mask online activities.
Data Deletion: regularly delete unnecessary data and online accounts.

A digital footprint is the collection of data and information left behind when individuals engage in online activities.

Active Digital Footprint: intentionally shared information, such as:
- Social media posts
- Comments
- Online profiles
Passive Digital Footprint: unintentionally shared information, such as:
- Search history
- Browsing history
- Online purchases

Personal Identifiable Information (PII): includes:
- Name
- Address
- Email
- Phone number
Behavioral Data: includes:
- Browsing history
- Search queries
- Online purchases
Social Media Data: includes:
- Social media profiles
- Posts
- Comments
- Likes
- Shares
Location Data: includes:
- GPS coordinates
- IP addresses
Device Data: includes:
- Device type
- Operating system
- Browser type

Privacy Concerns: personal data can be:
- Vulnerable to cyber attacks
- Prone to data breaches
- Misused
Targeted Advertising: online behavior can be used to:
- Create targeted ads
- Influence consumer behavior
Reputation Management: online presence can:
- Affect personal reputation
- Affect professional reputation
Data Brokerage: companies collect and sell personal data to:
- Third-party organizations

Privacy Settings: adjust settings on:
- Devices
- Browsers
- Social media platforms
- To control data sharing
Data Encryption: use encryption to:
- Protect sensitive information
Anonymous Browsing: use:
- VPNs (Virtual Private Networks)
- Incognito modes
- To mask online activities
Data Deletion: regularly delete:
- Unnecessary data
- Online accounts

Convenience is a key factor, with 24/7 shopping and avoidance of crowds and long lines
Price is another important factor, with online shoppers comparing prices, finding deals, and discounts
Product variety is a major draw, with a wider range of products and brands available online
Online reviews and ratings from other customers significantly influence online shopping decisions
Social media platforms play a significant role in exposing customers to products and brands

71% of online shoppers research products online before making a purchase, making them research-oriented
63% of online shoppers use mobile devices to research and make purchases, making them mobile-first
Impulse buying is prevalent, with 49% of online shoppers making impulse purchases
60% of online shoppers are loyal to their favorite brands, demonstrating brand loyalty

The process begins with problem recognition, where customers identify a need or want
This is followed by an information search, where customers research products and brands online
Evaluation of alternatives involves comparing products and prices before making a purchase decision
Post-purchase behavior includes reviewing and rating products, and demonstrating loyalty to brands

E-commerce websites are dedicated websites for online shopping, such as Amazon and Walmart
Social commerce involves shopping through social media platforms like Facebook and Instagram
Online marketplaces connect buyers and sellers, with examples including eBay and Etsy
Mobile apps are dedicated shopping apps for mobile devices, such as the Walmart app and Amazon app