TRUSTe PRIVACY INDEX

2013 CONSUMER CONFIDENCE EDITION

CONSUMER
CONCERN ?
$ CONSUMER
MISTRUST $ BUSINESS
IMPACT

4.3
5 5 5
4 6 4 6 4 6

3 7 3 7 3 7

2 8 2 8 2 8

8.9 8.9
1 9 1 9 1 9

0 10 0 10 0 10

Consumer concern remains high in Consumer mistrust increased in 2013. Business impact remains high in 2013.
2013. 89 percent of U.S. adults worry 43 percent of U.S. adults do not trust 89 percent of U.S. adults say they avoid
about their privacy online, down businesses with their personal companies that do not protect their
slightly from 90 percent in 2012. information, up from 41 percent in 2012. privacy, up from 88 percent in 2012.

“How often do you worry Activities where consumers have

CONSUMER about your privacy online?” privacy concerns

CONCERN
89% SHOPPING ONLINE

5 11%
4 6
22%
3 7
87% USING SOCIAL NETWORKS

89%
2 8 WORRY

8.9 23% 44% 86% BANKING ONLINE

1 9

0 10
82% USING E-MAIL

Never Sometimes

Frequently Always
77% USING MOBILE APPS

“I trust most companies with my personal 72% of smartphone users are more

? CONSUMER
MISTRUST
information online.” concerned about their privacy on
smartphones than one year ago

9% 15%
4.3
5
4 6

3 7
43%
47% DISAGREE

2 8 28%
72%
1 9

0 10

Strongly Disagree Somewhat Disagree

Somewhat Agree Strongly Agree

“I avoid doing business with companies who 81% of smartphone users avoid

$ BUSINESS
IMPACT
I do not believe protect my privacy online.”

4%
using smartphone apps that they don’t
believe protect their privacy online

4
5
6
7%

3 7

89%
2 8 55% 34% AGREEE

8.9
1 9

0 10

Strongly Disagree Somewhat Disagree

Somewhat Agree Strongly Agree

Survey conducted online by Harris Interactive on behalf of TRUSTe, Inc. (January, 2013)
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