TRUSTe: 95% of consumers think online privacy is a big issue

Share this article:

More than 95% of consumers think online privacy is an important issue, according to a study by TRUSTe, which monitors online privacy practices. Most consumers take steps to protect their privacy online, but one-third do not know their information may be collected by third parties for advertising purposes, according to the study, Consumer Attitudes About Behavioral Targeting.

While consumer discomfort with tracking declined 6% since last year, 50.5% still say they're uncomfortable with advertisers using their browsing history to serve relevant ads. And 35% feel their privacy has been violated in the last year through information they provided online.

But when it comes to ads actually being relevant, 84% of respondents said that zero to 25% of ads they see online are relevant to their wants and needs.

The study surveyed 3,660 Americans in market research firm's TNS Global's online consumer panel ages 18 and up.

Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.