TRUSTe Launches New Privacy Index Measuring Consumer Privacy Insights and Trends

TRUSTe Privacy Index: Consumer Confidence Edition Shows 90% of U.S. Adults Worry About Online Privacy; 41% Don't Trust Most Companies with Personal Data; and 88% Avoid Companies with Bad Privacy Practices

San Francisco, Calif. – February 13, 2012 - TRUSTe, the leading privacy management solutions provider, today issued the first Consumer Confidence Edition (Q1 2012) of its ongoing TRUSTe Privacy Index Series. The Consumer Confidence Edition measures privacy concerns and sentiments of online U.S. adults and the impact on businesses. The study, conducted online on behalf of TRUSTe by Harris Interactive, reveals: 90 percent of online adults worry about their privacy online in general; 41 percent of online adults don't trust most businesses with their personal information online; and 88 percent of online adults avoid doing business with companies who they believe do not protect their privacy.

"TRUSTe's findings reveal an alarming lack of consumer confidence online which can have serious negative consequences for businesses," said Chris Babel, CEO of TRUSTe. "That said, the research also revealed that nearly 60 percent of online adults trust most businesses with their personal information online – proof that many companies take privacy seriously and are rewarded as a result. TRUSTe is committed to working with businesses to help build online trust with consumers by providing a comprehensive suite of solutions designed to address privacy concerns across all their online businesses on a worldwide basis."

"Mobile, apps, social media and behavioral targeting are all making privacy issues increasingly front of mind for consumers," said Jules Polonesky, Director of the Future of Privacy Forum. "By providing a high-level ongoing pulse on the market – through the viewpoint of the consumer – TRUSTe's Consumer Confidence Privacy Index yields valuable insights into how customers are responding to changing privacy issues and, in turn, businesses' efforts to address them."

Findings from the TRUSTe Privacy Index: Consumer Confidence Edition (Q1 2012)
The report includes a summary and analysis for three key insights: (i) consumer concern; (ii) consumer trust; and (iii) consumer impact. A series of visual and easy-to-understand meters – designed to show ongoing trends – accompanies each insight and can be found here, along with complete results of the study. The report is based on a survey of 2,415 online U.S. adults conducted by Harris Interactive on behalf of TRUSTe in January 2012.

Consumer Concern – Meter rating of 9.0
90 percent of online adults worry about their privacy in general online. Of the 90 percent, 23 percent of online adults ‘always' worry about online privacy; 21 percent worry about it ‘frequently;' and 46 percent worry about it ‘sometimes.'

Consumer Trust – Meter reading of 4.1
41 percent of online adults do not trust most companies with their personal information online; and, An overwhelming 95 percent of online adults believe companies have a responsibility to protect their privacy online.

Consumer Impact – Meter reading of 8.8
88 percent of online adults avoid doing business with companies who they believe do not protect their privacy; and, The tendency to avoid companies with bad privacy practices is higher among older online adults.

TRUSTe will publish updates to the Consumer Confidence Privacy Index on a quarterly basis in order to monitor changes in consumer opinions over time.

Survey Methodology
This survey was conducted online within the United States by Harris Interactive on behalf of TRUSTe from January 17-19 among 2,415 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please email mediarelations@truste.com.

About TRUSTe
TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Our cloud-based Data Privacy Management Platform delivers innovative technology products, including website monitoring and advertising compliance controls – along with privacy assessments and certifications. More than 5,000 companies worldwide, including Apple, Disney, eBay, Forbes, LinkedIn and Oracle rely on our DPM platform and globally recognized Certified Privacy Seal to protect/enhance their brand, drive user engagement and minimise compliance risk. For more information, please http://www.truste.com.