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BizReport : Research archives : March 20, 2012


Study: British consumers worried about online privacy

Attention brands: If you aren't protecting the privacy and personal data of your consumer base, they'll likely leave you for a brand who offers better protection. That, according to new report out from TRUSTe, polling Great Britain's consumer base. Researchers found most (90%) worry about their online security while 88% 'avoid companies' who they feel don't protect them.

by Kristina Knight

The data shouldn't be startling. Concerns about online privacy go back to the beginning of the Internet. What is surprising is the number of businesses, online, who either don't have plans in place to protect consumer privacy or who don't tell their customers about the steps taken to protect them.

Some interesting findings from the TRUSTe report include:

• 90% of Great Britains' surveyed 'worry' about online privacy
• Those living in London or aged 25-34 or with children reportedly worry most
• 37% say they don't trust companies with their personal data
• 95% say businesses are accountable for protecting privacy
• 88% avoid businesses they don't feel protect their privacy

The UK survey was similar in finding to the US survey released earlier this year.

"The findings of our Great Britain study mirror TRUSTe's findings in a U.S. based study conducted earlier this year," said Chris Babel, CEO of TRUSTe. "Clearly, consumers around the world are overwhelmingly concerned about their privacy online. By strengthening TRUSTe's presence in the EU, we can better support our European clients and help them build the trust and confidence of their customers."

Similar results have been found in other studies, namely a study from Pew Internet & American Life Project. A majority of American's surveyed found nearly three-quarters were 'not okay' with their search engine queries being tracked while 65% said search engines tracking activity was 'very bad'.






Tags: online privacy concerns, online privacy trends, online security, TRUSTe








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  • tnmn22

    Didn't think it would be such high numbers, but I guess I am one of those who care about what is happening with my data and who can see it. I found SurfEasy on Kickstarter, it allows you to encrypt your browsing and protect your data. Great for privacy conscious consumers!





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