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 MORE Survey conducted online by Harris Interactive on behalf of TRUSTe, Inc. (December, 2013) 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 Strongly Disagree Somewhat Disagree Somewhat Agree Strongly Agree BUSINESS IMPACT BUSINESS IMPACT CONSUMER TRUST CONSUMER CONCERN CONSUMER CONCERN Consumer Concern Consumer Concern remains high. 92% of US internet users worry about their privacy online compared with 89% in January 2013 and 90% in January 2012. Consumer Trust Consumer trust continued to fall last year. 55% of US internet users trust businesses with their personal information online, compared with 57% in January 2013 and 59% in January 2012. Business Impact Business impact remains high. 89% of US internet users say they avoid companies that do not protect their privacy compared with 89% in January 2013 and 88% in January 2012. “How often do you worry about your privacy online?” 74% of internet users are more worried about online privacy than one year ago 76% are more likely to check websites and apps for a privacy certification or seal “I trust most companies with my personal information online.” Privacy concerns increased across all online activities Causes of concern Strongly Disagree Somewhat Disagree Somewhat Agree Strongly Agree “I avoid doing business with companies who I do not believe protect my privacy online.” 96% of over 65 year olds avoid businesses they do not trust. Due to privacy concerns consumers are less likely to: Never Sometimes Frequently Always 9.2 Business sharing my personal information with other companies 58% Reports of government surveillance e.g. NSA/ PRISM 38% SHOPPING ONLINE 4% 93% USING SOCIAL NETWORKS 90% BANKING ONLINE 90% USING MOBILE APPS 85% 74% 55% AGREE 16% 29% 47% 7% 89% AGREE 9% 36% 53% 2% Certified Privacy Certified Privacy 92% WORRY 8% 45% 21% 26% 8.9 5.5 CONSUMER TRUST 4% 3% 8% click on online ad 83% enable location tracking 74% use apps they don’t trust 80%