TRUSTe / NATIONAL CYBER SECURITY ALLIANCE U.S. CONSUMER PRIVACY INDEX 2016
CONSUMER CONCERN
4
5
3.1
6
3
8
92% of US internet users worry about their privacy online
6 7 8
2 1
9 0
5
3
7
1
9.2
10
4
2
9 0
6
3
8 1
5
4
7
2
BUSINESS IMPACT
PRIVACY AWARENESS
9
10
0
8.9
10
89% say they avoid companies that do not protect their privacy
31% understand how companies share their personal information
CONSUMER PRIVACY CONCERNS ARE REAL AND RISING...
68%
Top cause of concern is companies collecting & sharing personal information with other companies (37%)
45%
More concerned about not knowing how personal information collected online is used than losing principle income
37%
45% are more worried about
57%
their online privacy than one year ago
LIMITED PRIVACY AWARENESS Yet don’t always know how to do this.
33% 16%
are aware that they can read privacy policies
43%
are aware they can change social media settings
29%
have done this
43%
are aware that they can turn off location tracking
adequately protect
29%
have done this
their personal online data
60%
are aware that they can delete cookies, cache and browsing history
55%
have done this
75% of Americans believe they
44%
have done this
believe that online privacy will
improve with greater consumer awareness
BUSINESS IMPACT REMAINS HIGH
Due to privacy concerns this year
51% 44% 32% 28%
have not clicked an online ad
74%
withheld personal info
not downloaded an stopped an online app/product transaction
36%
have limited their
47%
have stopped using a website
online activity in
said this was because they were asked to provide too much info
29%
the last year due to privacy concerns
have stopped using an app
ENABLING TRUST
39% look for a privacy 56% trust businesses with MOST TRUSTED
their information online
19%
trust seal before deciding whether to trust
felt forced to use a website they didn’t trust
74% Healthcare Providers 72% Financial Organizations
LEAST TRUSTED
Cer t i fi e d P ri va cy
35% Social Networks
31%
25% Advertisers Ce r t i fi e d P r i va cy
said because it was the only website that sold particular product or service
CONSUMERS WANT TRANSPARENCY AND EASIER PRIVACY TOOLS
Two Top ways to Lower Concern
Consumers want control over
45%
35%
who has access to personal information
companies being more transparent about how they are collecting and using data
41%
35%
the type of info collected
having more easy to use tools available to protect personal information
42% how is this used
23%
want to be able to delete personal info collected
32% think protecting
personal information online is too complex and 38% say clear procedures for removing personal information would increase trust
PRIVACY, SECURITY AND DIGITAL RIGHTS
64%
38%
think online privacy should be a human right
60%
37%
think they have the Right to Be Forgotten
think online privacy is more important than national security
think losing online privacy is part of being more connected
DATA PRIVACY DAY Data Privacy Day (DPD) began in the United States and Canada in January 2008 as an extension of the Data Protection Day celebration in Europe. Data Protection Day commemorates the Jan. 28, 1981, signing of Convention 108, the first legally binding international treaty dealing with privacy and data protection. Led by the National Cyber Security Alliance (NCSA) in North America, DPD is observed annually on Jan. 28 and is the signature event of NCSA's year-round, privacy awareness campaign. The theme for DPD is "Respecting Privacy, Safeguarding Data and Enabling Trust." For more information about the campaign visit: staysafeonline.org/dpd
Data from surveys conducted by Ipsos on behalf of TRUSTe / NCSA from December 17-22, 2015 US: 888 878 7830
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