On Data Privacy Day 2013, TRUSTe Research Reveals Increase in Mobile Privacy Concerns

On Data Privacy Day 2013, TRUSTe Research Reveals Increase in Mobile Privacy 
TRUSTe 2013 U.S. Consumer Confidence Index Shows 72 Percent of
Smartphone Users Are More Concerned About Privacy on Their Smartphone
Than They Were a Year Ago 
SAN FRANCISCO, CA -- (Marketwire) -- 01/28/13 --  To kick off Data
Privacy Day #DPD13, TRUSTe(R), the leading global provider of online
privacy management solutions, today released its 2013 U.S. Consumer
Confidence Index, which shows that a high proportion of U.S. adults
aged 18 and older remain worried about their privacy online; and user
mistrust and the potential impact on business are growing. The
research also shows 72 percent of smartphone users say they are more
concerned about privacy on their smartphone than they were one year
ago; and 81 percent of smartphone users say they are avoiding
applications that they don't believe protect their privacy.  
In addition, TRUSTe today concurrently released its 2013 Great
Britain Consumer Confidence Index. (See UK release here.) TRUSTe also
announced its participation in a series of educational events taking
place the week of January 28, 2013, in support of Data Privacy Day. 
"With e-commerce booming, and mobile phones predicted to overtake PCs
as the most popular way to get online, it's clear that mobile privacy
is the latest hot issue for consumers and legislators alike," said
Chris Babel, CEO of TRUSTe. "As a Data Privacy Day Champion, TRUSTe
will continue to highlight to businesses that they should take
consumer privacy concerns seriously and take decisive action to
increase consumer confidence online." 
Findings from the TRUSTe 2013 U.S. Consumer Confidence Index  
Conducted online by Harris Interactive on behalf of TRUSTe, the 2013
U.S. survey that was fielded online among 2,166 U.S. adults between
January 7-9, 2013, shows that overall privacy concerns of U.S. online
adults remain high, with 89 percent worrying at least sometimes about
their general online privacy compared with 90 percent in 2012
findings(1). However, mistrust and the potential impact on business
are increasing. The survey reveals that: 

--  43 percent of online U.S. adults (up two percent from Q1 2012) do not
    trust companies with their personal information; and
--  89 percent of consumers (up one percent from Q1 2012) said that they
    avoided doing business with companies they do not believe protect
    their privacy online.

When U.S. online adults were asked in more detail about different types
of activities that they are concerned about, online shopping and
using social networks topped the list of U.S. online privacy
concerns. Specific findings include: 

--  89 percent of online shoppers worry about their privacy at least
--  87 percent of those who use social networks have concerns at least
    some of the time; and
--  86 percent of those who bank online are concerned at least some of the
    time, as well as 77 percent of those who use mobile applications and
    82 percent who use e-mail.

Additionally, a majority of U.S. online adults (94 percent) want the
ability to control who can collect their personal information and who
can track their activities online. 
Accessing the Privacy Index and Survey Methodology
 The TRUSTe 2013
U.S. Privacy Index Series can be accessed here, along with the
complete results of the study. Harris Interactive conducted the
survey online on behalf of TRUSTe and is not based on a probability
sample and therefore no estimate of theoretical sampling error can be
TRUSTe Data Privacy Day 2013 Educational Events
 To show its support
for Data Privacy Day 2013, TRUSTe will participate in a series of
educational events, including: 

--  Chris Babel, CEO of TRUSTe, will speak about innovation in privacy and
    impact on business at the Seattle OTA Data Privacy Day Town Hall on
    January 30;
--  Kevin Trilli, vice president, products of TRUSTe, will address website
    privacy and compliance at the San Francisco Ensighten Agility 2013
    conference on January 31;
--  TRUSTe will co-host a special San Francisco IAPP "Privacy After Hours"
    event January 28; and
--  Joanne Furtsch, director, product policy of TRUSTe, will host the
    Mobile Marketing Association (MMA) Privacy Committee at the San
    Francisco MMA Forum being held on January 29-30.

In addition, TRUSTe has been named as a Data Privacy Day Champion for
its support of Data Privacy Day 2013 (#DPD13) with the National Cyber
Security Alliance. 
About TRUSTe
 TRUSTe is the leading global provider of online privacy
management solutions, offering a broad suite of technologies and
certifications to help companies safely handle customer data, build
trust and increase engagement across their online channels -
including websites, advertising, mobile apps and cloud services. More
than 5,000 companies, including top international brands like Apple,
eBay, LinkedIn and Microsoft, rely on TRUSTe to ensure compliance
with evolving and complex privacy requirements. The TRUSTe mission is
built upon a solid foundation of transparency, choice and
accountability regarding the collection and use of personal
information. The TRUSTe(R) Certified Privacy Seal is widely
recognized and trusted by millions of consumers as a sign of
responsible privacy practices. For more information, please visit
(1) Methodology for the Q1 2012 Consumer Confidence Edition The 2012
consumer confidence survey was conducted online within the United
States by Harris Interactive on behalf of TRUSTe from January 17-19,
2012, among 2,415 adults ages 18 and older. 
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Media contact:
Kim Barsi
Storyboard PR for TRUSTe
(415) 516-5863
Melissa Pereira
(415) 520-3419 
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