0

1

2

3

45

6

7

8

9

10 9.2 0

1

2

3

45

6

7

8

9

10

8.90

1

2

3

45

6

7

8

9

10

3.1

45%

45% are more worried about their online privacy than one

year ago

Yet don’t always know how to do this.

Top cause of concern is companies collecting &

sharing personal information

with other companies (37%)

37%

75%of Americans

believe they adequately protect

their personal online data

44%believe that

online privacy will

improve with greater

consumer awareness

have limited their

online activity in the last year due to

privacy concerns

74%

51%have not clicked

an online ad

44%withheld

personal info

32%not downloaded an

app/product

28%stopped an online

transaction

Due to privacy concerns this year

CONSUMER PRIVACY CONCERNS ARE REAL AND RISING...

LIMITED PRIVACY AWARENESS

BUSINESS IMPACT REMAINS HIGH

ENABLING TRUST

Certified Privacy

Certified Privacy

39% look for a privacy trust seal before deciding

whether to trust

CONSUMERS WANT TRANSPARENCY AND EASIER PRIVACY TOOLS

19% felt forced to use a

website they didn’t trust

PRIVACY, SECURITY AND DIGITAL RIGHTS

45%who has access

to personalinformation

42%how is this

used

41%the type of info

collected 23%want to be able

to delete personalinfo collected

Consumers want control over

32% think protecting personal information online is too complex and 38%

say clear procedures for removing personal information would

increase trust

64% think online privacy should be a human right 38% think online privacy is

more important than national security

37% think losing online privacy is part of being more connected60% think they have the Right

to Be Forgotten

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

© TRUSTe, Inc. 2016 All Rights Reserved

56% trust businesses with their information online

TRUSTe / NATIONAL CYBER SECURITY ALLIANCEU.S. CONSUMER PRIVACY INDEX 2016

are aware that they can delete cookies,cache and browsing history60%

55% have done this

43%

29%

are aware that they can turn off location tracking

have done this

43%29%

are aware they can change social media settings

have done this

33%16%

are aware that they canread privacy policies

have done this

31%said because it was the only website that sold particular product or service

92% of US internet users worry about their privacy online

31% understand how companiesshare their personal information

89% say they avoid companies that do not protect their privacy

74% Healthcare Providers

72% Financial Organizations

35% Social Networks

25% Advertisers

LEAS

T TRU

STED

MOST

TRUS

TED

29%have stopped using an app

said this was because

they were asked to provide too much info

47%36%have stopped

using a website

PRIVACYAWARENESS

CONSUMERCONCERN

BUSINESSIMPACT

68%More concerned about not

knowing how personal information collected online is

used than losing principle income

57%

Two Top ways to Lower Concern

35%

companies being more transparent about how they are collecting

and using data

having more easy to use tools available to protect personal

information

35%