TRUSTe Releases Q2 Consumer Privacy Index

Latest TRUSTe Privacy Index: Consumer Confidence Edition Shows Privacy Concerns, Consumer Mistrust Remain High; Companies without Good Practices Sacrifice Customer Trust

San Francisco, CA. – June 26, 2012 - TRUSTe, the leading privacy management solutions provider, today released the second Consumer Confidence Edition (Q2 2012) of its ongoing Privacy Index Series measuring privacy concerns of U.S. consumers and their business impact. Conducted online by Harris Interactive on behalf of TRUSTe, the privacy study shows that consumer concerns and mistrust remain high and that companies without good privacy practices continue to sacrifice customer trust.

Specifically, the Q2 findings show that 91 percent of U.S. online adults worry about their privacy online in general; 88 percent avoid doing business with companies that don't protect their privacy; and 53 percent don't completely trust companies with their personal information online.

"TRUSTe's findings show that consumer worry and mistrust remain a clear and present danger in the online world," said Chris Babel, CEO of TRUSTe. "To capitalize on growing online and mobile technologies, businesses must act now to dispel these consumer concerns. By delivering transparency and choice, good privacy management practices have been shown to build customer trust, allowing businesses to strengthen their brand's reputation while pursuing new online opportunities."

TRUSTe's Privacy Index Series highlights the trust gap that exists between consumers and businesses and reinforces the urgent need for additional privacy education. To fill this need, TRUSTe has introduced two new educational campaigns, including a partnership with the Application Developers Alliance for a multi-city Privacy Summit Series for application developers, as well as ongoing privacy management workshops.

Findings from the TRUSTe Privacy Index: Consumer Confidence Edition (Q2 2012)
The TRUSTe Privacy Index, Consumer Confidence Edition, includes a summary and analysis for the following three categories: consumer concern; consumer mistrust; and business impact. The report is based on an online survey of more than 2,000 U.S. online adults conducted by independent research firm Harris Interactive in June 2012.

Findings include the following:

Consumer Concern - Meter rating of 9.1
91 percent of consumers worry about their privacy online (consistent with Q1). Of the 91 percent, 23 percent of consumers 'always' worry about online privacy; 22 percent worry about it 'frequently;' and 46 percent worry about it 'sometimes.' Parents with teens, college graduates and full-time employees worry the most about privacy.

Consumer Mistrust - Meter reading of 5.3
53 percent of consumers indicated they do not completely trust companies with their personal information online, and 93 percent of consumers believe companies have a responsibility to protect their privacy online.

Business Impact - Meter reading of 8.8
88 percent of consumers avoid doing business with companies that do not protect their privacy (consistent with findings in Q1); and the tendency to avoid companies with bad privacy practices is slightly higher among more educated consumers.

To view the TRUSTe Privacy Index: Q2 2012 Consumer Confidence Edition, click here. TRUSTe will continue to publish updates to the Consumer Confidence Privacy Index on an ongoing basis to monitor changes over time.

Survey Methodology
The survey was conducted online within the United States by Harris Interactive between May 31 - June 4, 2012 among 2,209 adults 18 and older. This online survey is not based on a probability sample and therefore no estimate or theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please email mediarelations@truste.com.

About TRUSTe
TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Our cloud-based Data Privacy Management Platform delivers innovative technology products, including website monitoring and advertising compliance controls – along with privacy assessments and certifications. More than 5,000 companies worldwide, including Apple, Disney, eBay, Forbes, LinkedIn and Oracle rely on our DPM platform and globally recognized Certified Privacy Seal to protect/enhance their brand, drive user engagement and minimise compliance risk. For more information, please http://www.truste.co.uk.