Consumer Privacy Insights and Trends - Q1 2012 - Slide 7

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The tendency to avoid companies with bad privacy practices is higher among older online adults. 

TRUSTe, a leading privacy management solutions provider, recently issued the first Consumer Confidence Edition (Q1 2012) of its ongoing TRUSTe Privacy Index Series. The Consumer Confidence Edition measures privacy concerns and sentiments of online U.S. adults and the impact on businesses. The study, conducted online on behalf of TRUSTe by Harris Interactive, reveals: 90 percent of online adults worry about their privacy online in general; 41 percent of online adults don’t trust most businesses with their personal information online; and 88 percent of online adults avoid doing business with companies who they believe do not protect their privacy.

“TRUSTe’s findings reveal an alarming lack of consumer confidence online which can have serious negative consequences for businesses,” said Chris Babel, CEO of TRUSTe. “That said, the research also revealed that nearly 60 percent of online adults trust most businesses with their personal information online proof that many companies take privacy seriously and are rewarded as a result.”

“Mobile, apps, social media and behavioral targeting are all making privacy issues increasingly front of mind for consumers,” said Jules Polonesky, Director of the Future of Privacy Forum. “By providing a high-level ongoing pulse on the market through the viewpoint of the consumer TRUSTe’s Consumer Confidence Privacy Index yields valuable insights into how customers are responding to changing privacy issues and, in turn, businesses’ efforts to address them.”

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