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 by Ipsos MORI on behalf of TRUSTe (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

CONSUMERTRUST

CONSUMERTRUST

CONSUMERCONCERN

CONSUMERCONCERN

Consumer ConcernConsumer Concern remains high. 89% of

British internet users worry about their

privacy online compared with 88% in

January 2013 and 90% in January 2012.

Consumer TrustConsumer Trust continued to fall last

year. 55% of British internet users trust

businesses with their personal

information online, down from 57% in

January 2013 and 63% in January 2012.

Business ImpactBusiness impact remains high. 89% of

British internet users say they avoid

companies that do not protect their

privacy compared with 91% in January

2013 and 88% in January 2012.

“How often do you worry about your privacy online?”

60% of internet users aremore worried about their

online privacy than one year ago

78% are more likely to check websites and apps for a

privacy certification or seal

“I trust most companies withmy personal information online.”

Privacy concerns increasedacross all online activities

Causes of concern

Strongly Disagree Somewhat Disagree

Somewhat Agree Strongly Agree

“I avoid doing business withcompanies who I do not believe

protect my privacy online.”

93% of over 55-75 year oldsavoid businesses they do not trust

Due to privacy concernsconsumers are less likely to:

Never Sometimes

Frequently Always

8.9

Businesses sharing my personal information with other companies60%

Reports of government surveillance e.g. NSA’s PRISM 20%

SHOPPING ONLINE88%

USING SOCIAL NETWORKS86%

BANKING ONLINE86%

USING MOBILE APPS80%

60%

55%AGREE

11%

34%50%

5%

89%AGREE

9%

48%

41%

2%

click ononline ad

91%

enablelocation tracking

64%

use apps they don’t trust

78%

Certified Privacy

Certified Privacy

89%WORRY

11%

55%

18%

16%

8.9

5.5

BUSINESSIMPACT

BUSINESSIMPACT