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

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.

Related Posts