TRUSTe®, a leading global provider of online privacy management solutions, recently released its 2013 U.S. Consumer Confidence Index, which shows that a high proportion of U.S adults aged 18 and older remain worried about their privacy online, and user mistrust and the potential impact on business are growing. The research also shows 72 percent of smartphone users say they are more concerned about privacy on their smartphone than they were one year ago, and 81 percent of smartphone users say they are avoiding applications that they don’t believe protect their privacy.