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U.S. Consumer Confidence Index Shows Online Trust Hits Three-Year Low with Only 55 Percent of Internet Users Willing to Trust Most Businesses with Their Personal Data
SAN FRANCISCO, Jan. 28, 2014 /PRNewswire/ -- To kick off Data Privacy Day 2014(#DPD14), TRUSTe®, the leading global Data Privacy Management (DPM) company, today released its latest U.S. Consumer Confidence Index, which shows that a high proportion of U.S. adults aged 18 and older are worried about their privacy online, online trust is declining and the potential impact on business remains high. 74 percent of U.S. internet users are more concerned about privacy than a year ago and more users cite business data collection, than government surveillance programs, as the reason for the increase in their concerns.
"Even with all the media coverage of government surveillance programs such as the NSA's PRISM, more consumers remain concerned about businesses collecting their information with only 55 percent regularly willing to share their personal data online. These findings send a clear signal that business data collection, not government activity, is the main driver for increased privacy concerns," said Chris Babel, CEO of TRUSTe. "While some businesses are taking steps today to address privacy concerns, many are not, and the bar is rising."
Babel added, "This research shows that people are more confident managing their privacy, but the actions they are taking are bad for businesses making them less likely to click on ads, use apps, or enable location tracking on smart phones. Companies need to act now to protect consumers and their personal information, which is vital to the success of their business, and address these high privacy concerns to build online trust, minimize risk and stay ahead of the competition."
The survey reveals that:
Findings from the TRUSTe 2014 U.S. Consumer Confidence Privacy Report
Conducted online by Harris Interactive on behalf of TRUSTe, the survey that was fielded online among 2,019 U.S. adults between December 11-13, 2013, shows that overall privacy concerns of U.S. online adults remain high, with 92 percent worrying at least sometimes about their general online privacy compared with 89 percent in findings from a similar study conducted via Harris Interactive in January 2013.
When U.S. internet users who are more concerned about privacy online now than they were a year ago were asked in more detail about the top causes of privacy concerns, businesses sharing personal information and companies tracking online behavior topped the list of concerns. Specific findings include:
Consumer trust has declined and 70 percent of U.S. internet users feel more confident about managing their privacy than one year ago and common actions they are taking include:
In addition to these actions, 76 percent of consumers are more likely to look for privacy certifications and seals to address their privacy concerns.
Accessing the Privacy Index and Survey Methodology
The 2014 U.S. Consumer Confidence Privacy Index can be accessed here, along with the complete results of the study. These surveys were conducted online by Harris Interactive on behalf of TRUSTe from January 17-21, 2012 among 2,415 U.S. adults age 18 and older, and from January 7-9, 2013 among 2,166 U.S. adults age 18 and older, and from December 11-13, 2013 among 2,019 U.S. adults age 18 and older. These studies are not based on a probability sample and therefore no estimates of theoretical sampling error can be calculated.
In addition, TRUSTe today concurrently released its 2014 Great Britain Consumer Confidence Privacy Index (See release here). TRUSTe also announced its participation in a series of educational events taking place the week of January 28, 2014, in support of Data Privacy Day.
TRUSTe Data Privacy Day 2014 Educational Events
To show its support for Data Privacy Day 2014, TRUSTe will participate in a series of educational events, including:
In addition, TRUSTe has been named as a Data Privacy Day Champion for its support of Data Privacy Day 2014 (#DPD14) with the National Cyber Security Alliance.
TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Our cloud-based Data Privacy Management Platform delivers innovative technology products, including website monitoring and advertising compliance controls – along with privacy assessments and certifications. More than 5,000 companies worldwide, including Apple, Disney, eBay, Forbes, LinkedIn and Oracle rely on our DPM platform and globally recognized Certified Privacy Seal to protect/enhance their brand, drive user engagement and minimize compliance risk. For more information, please http://www.truste.com.
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