TRUSTe / NATIONAL CYBER SECURITY ALLIANCE

U.S. CONSUMER PRIVACY INDEX 2016

CONSUMER
CONCERN

3.1

92% of US internet users worry

about their privacy online

6
7
8

2
1

9
0

9.2

10

9
0

8
1

BUSINESS
IMPACT

PRIVACY
AWARENESS

10

8.9

10

89% say they avoid companies

that do not protect their privacy

31% understand how companies

share their personal information

CONSUMER PRIVACY CONCERNS ARE REAL AND RISING...

68%

Top cause of concern

is companies collecting &
sharing personal information
with other companies (37%)

45%

More concerned about not

knowing how personal
information collected online is
used than losing principle income

37%

45% are more worried about

57%

their online privacy than one

year ago

LIMITED PRIVACY AWARENESS

Yet dont always know how to do this.

33%
16%

are aware that they can

read privacy policies

43%

are aware they can change

social media settings

29%

have done this

43%

are aware that they can turn off

location tracking

adequately protect

29%

have done this

their personal
online data

60%

are aware that they can delete cookies,

cache and browsing history

55%

have done this

75%
of Americans
believe they

44%

have done this

believe that
online
privacy will

improve
with greater
consumer
awareness

BUSINESS IMPACT REMAINS HIGH

Due to privacy concerns this year

51% 44% 32% 28%

have not clicked

an online ad

74%

withheld
personal info

not downloaded an stopped an online

app/product
transaction

36%

have limited their

47%

have stopped
using a website

online activity in

said this was because

they were asked to provide
too much info

29%

the last year due to

privacy concerns

have stopped
using an app

ENABLING TRUST

39% look for a privacy

56% trust businesses with
MOST TRUSTED

their information online

19%

trust seal before deciding

whether to trust

felt forced to use a

website they didnt trust

74% Healthcare Providers

72% Financial Organizations

LEAST TRUSTED

Cer t i fi e d P ri va cy

35% Social Networks

31%

25% Advertisers
Ce r t i fi e d P r i va cy

said because it was the

only website that sold
particular product
or service

CONSUMERS WANT TRANSPARENCY AND EASIER PRIVACY TOOLS

Two Top ways to

Lower Concern

Consumers want control over

45%

35%

who has access

to personal
information

companies being more transparent

about how they are collecting
and using data

41%

35%

the type of info

collected

having more easy to use tools

available to protect personal
information

42%
how is this
used

23%

want to be able
to delete personal
info collected

32% think protecting

personal information online

is too complex and 38%
say clear procedures for
removing personal
information would
increase trust

PRIVACY, SECURITY AND DIGITAL RIGHTS

64%

38%

think online privacy should

be a human right

60%

37%

think they have the Right

to Be Forgotten

think online privacy is

more important than
national security

think losing online privacy is

part of being more connected

DATA PRIVACY DAY

Data Privacy Day (DPD) began in the United States and Canada in January 2008 as an extension of the Data
Protection Day celebration in Europe. Data Protection Day commemorates the Jan. 28, 1981, signing of Convention
108, the first legally binding international treaty dealing with privacy and data protection. Led by the National
Cyber Security Alliance (NCSA) in North America, DPD is observed annually on Jan. 28 and is the signature event
of NCSA's year-round, privacy awareness campaign. The theme for DPD is "Respecting Privacy, Safeguarding Data
and Enabling Trust." For more information about the campaign visit: staysafeonline.org/dpd

Data from surveys conducted by Ipsos on behalf of

TRUSTe / NCSA from December 17-22, 2015
US: 888 878 7830

www.truste.com

www.staysafeonline.org

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