2014 us consumer data privacy study: consumer privacy edition from truste

2014 CONSUMER CONFIDENCE EDITION

TRUSTe PRIVACY INDEX

US: 888 878 7830 www.truste.com | EU: +44 (0) 203 078 6495 www.truste.eu

© TRUSTe, Inc. 2014 All Rights Reserved

LEARN MORESurvey conducted online by Harris Interactive on behalf of TRUSTe, Inc. (December, 2013)

0

1

2

3

45

6

7

8

9

100

1

2

3

45

6

7

8

9

100

1

2

3

45

6

7

8

9

10

Strongly Disagree Somewhat Disagree

Somewhat Agree Strongly Agree

BUSINESSIMPACT

BUSINESSIMPACT

CONSUMERTRUST

CONSUMERCONCERN

CONSUMERCONCERN

Consumer ConcernConsumer Concern remains high. 92%

of US internet users worry about their

privacy online compared with 89% in

January 2013 and 90% in January 2012.

Consumer TrustConsumer trust continued to fall last year.

55% of US internet users trust businesses

with their personal information online,

compared with 57% in January 2013 and

59% in January 2012.

Business ImpactBusiness impact remains high. 89% of

US internet users say they avoid

companies that do not protect their

privacy compared with 89% in January

2013 and 88% in January 2012.

“How often do you worryabout your privacy online?”

74% of internet users are more worried about online privacy than one year ago

76% are more likely to check websites and apps for

a privacy certification or seal

“I trust most companies with my personal information online.”

Privacy concerns increased across all online activities

Causes of concern

Strongly Disagree Somewhat Disagree

Somewhat Agree Strongly Agree

“I avoid doing business with companies who I do not believe

protect my privacy online.”

96% of over 65 year olds avoid businesses they do not trust.

Due to privacy concernsconsumers are less likely to:

Never Sometimes

Frequently Always

9.2

Business sharing my personal information with other companies58%

Reports of government surveillancee.g. NSA/ PRISM38%

SHOPPING ONLINE 4%93%

USING SOCIAL NETWORKS90%

BANKING ONLINE90%

USING MOBILE APPS85%

74%

55%AGREE

16%

29%47%

7%

89%AGREE

9%

36%53%

2%

Certified Privacy

Certified Privacy

92%WORRY

8%

45%21%

26%

8.9

5.5

CONSUMERTRUST

4%

3%

8%

click ononline ad

83%

enablelocation tracking

74%

use apps they don’t trust

80%