ADOTAS – Online privacy management solutions provider TRUSTe released the first Consumer Confidence Edition of its TRUSTe Privacy Index Series today. It’s meant to be a gauge (and in fact, the company presented the results of the study along with graphics that resembled analog gauges) of the privacy concerns of adult U.S. internet users and the impact of those concerns on businesses, and according to TRUSTe CEO Chris Babel in a recent phone conversation, “It’s something we want to do on a quarterly basis.”
The new online study, conducted for TRUSTe in January by Harris Interactive, shows 90 percent of online adults worry about their online privacy (be it sometimes, frequently or often — only 10 percent said they never worry about it), 41 percent degree don’t trust most companies with their personal information online, and 88 percent said that to some degree or another, they avoid doing business online with companies who they suspect don’t protect users’ privacy.
Babel said that with all the discussion about how younger people are less fastidious in or less concerned with their online privacy, “I was expecting a skew” across age demographics in the results. And yet, he said, looking at how people of various ages think about and act regarding privacy issues, “the reality was that it was pretty balanced. It’s pretty flatlined.” Indeed, the results showed that while the percentage of respondents who said they avoid businesses that aren’t attentive to privacy does climb up with each progressively older demographic, it’s a gradual climb — the 55-plus crowd checks in at 93 percent, but the 18-34 crowd registers at still substantial 82 percent.
Once again, TRUSTe has posted the results on its site.