TRUSTe 2012 US Consumer Data Privacy Study

What Consumers Think About Privacy and What Businesses Need to Do About It

IMPORTANCE OF ONLINE PRIVACY

94% of consumers consider online privacy important and think about it often Privacy concerns are up from one year ago

3%

6%

A really important issue that I think about often More Concerned Today A somewhat important issue that I think about sometimes Not much of an issue / I hardly ever think about it

39%

55%

37%

60%

No Change Less Concerned Today

RESPONSIBILITY OF DIFFERENT GROUPS IN PROTECTING PRIVACY*

Individuals Themselves Social Networks Website Owners / Publishers Search Engines Online Advertisers Browsers Online Advertising Networks Internet Service Providers Independent Privacy Organizations Government/ Regulation
Wholly Responsible

IMPACT ON TRUST
1 in 3 have stopped doing business due to privacy concerns

45% 34% 33% 31% 31% 30% 29% 31% 27% 28% 44% 44% 40% 39% 40% 40% 36% 38% 31%
A Lot Responsible

36%

35% 65%

Yes

No

*Data from 2011 TRUSTe-Harris Interactive Survey of US Consumers on Behavioral Advertising

MOBILE PRIVACY
Willingness to share specic data with mobile apps
Precise Location

Privacy mistrust limits app downloads for 85% of consumers 9%

4% 8%

3%
I don't download it I limit the information I share with it I limit my usage of the app

Phone Number

8% 6% 1%

Browsing History

85%

I do not change my behaviour

Contact List

AWARENESS OF ONLINE BEHAVIOURAL ADVERTISING

OBA awareness has grown in the past year Over half do not like behavioral advertising

3%
2011

70% 39% 58%

Do Not Like It Neither Like Nor Dislike It Like It

2012

83%

BELIEFS ABOUT OBA

Half believe personally identiable information is used

FAVORABILITY TOWARD OBA

Favorability increases substantially when consumers are assured PII is not used

37% 53% 10%

Yes No Not Sure

14% 2%
Favorability If They Believe PII Is Attached Favorability If Assured PII Not Attached

IMPACT OF OBA OPT-OUT CHOICE

Agreement with statements related to online advertising
I would be more inclined to click on an advertisement that gives me the option to opt-out of online behavioural advertising

51% 49% 55% 61%

2012 2011

I would be more inclined to do more business with an advertiser or publisher who gives me the option to opt-out of online behavioural advertising

ADCHOICES ICON AWARENESS

Icon awareness

PRIVACY BRAND AWARENESS

TRUSTe has the highest brand awareness of the 3 DAA-approved solutions

64% 72%
2011

5%

18% 17%

2012

14%

12% 9%
2012 2011

TRUSTe Research in partnership with Harris Interactive June, 2012

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