Infographic on the US consumer privacy and 2016 Data Privacy Day from TRUSTe and National Cyber Security Alliance (NCSA).

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45%
45% are more worried about
their online privacy than one
year ago
Yet don’t always know how to do this.
Top cause of concern
is companies collecting &
sharing personal information
with other companies (37%)
37%
75%of Americans
believethey
adequately protect
their personal
online data
44%
believe that
online
privacy will
improve
with greater
consumer
awareness
have limitedtheir
online activityin
the last year due to
privacy concerns
74%
51%
have not clicked
an online ad
44%
withheld
personal info
32%not downloaded an
app/product
28%stopped an online
transaction
Due to privacy concerns this year
CONSUMER PRIVACY CONCERNS ARE REAL AND RISING...
LIMITED PRIVACY AWARENESS
BUSINESS IMPACT REMAINS HIGH
ENABLING TRUST
Certified Privacy
Certified Privacy
39% look for a privacy
trust seal before deciding
whether to trust
CONSUMERS WANT TRANSPARENCY AND EASIER PRIVACY TOOLS
19%
felt forced to use a
website they didn’t trust
PRIVACY, SECURITY AND DIGITAL RIGHTS
45%who has access
to personal
information
42%
how is this
used
41%the type of info
collected 23%want to be able
to delete personal
info collected
Consumers want control over
32% think protecting
personal information online
is too complex and 38%
say clear procedures for
removing personal
information would
increase trust
64%think online privacy should
be a human right 38%
think online privacy is
more important than
national security
37%think losing online privacy is
part of being more connected60%think they have the Right
to Be Forgotten
DATA PRIVACY DAY
Data Privacy Day (DPD) began in the United States and Canada in January 2008 as an extension of the Data
Protection Day celebration in Europe. Data Protection Day commemorates the Jan. 28, 1981, signing of Convention
108, the first legally binding international treaty dealing with privacy and data protection. Led by the National
Cyber Security Alliance (NCSA) in North America, DPD is observed annually on Jan. 28 and is the signature event
of NCSA's year-round, privacy awareness campaign. The theme for DPD is "Respecting Privacy, Safeguarding Data
and Enabling Trust." For more information about the campaign visit: staysafeonline.org/dpd
Data from surveys conducted by Ipsos on behalf of
TRUSTe / NCSA from December 17-22, 2015
US: 888 878 7830 www.truste.com | www.staysafeonline.org
© TRUSTe, Inc. 2016 All Rights Reserved
56%trust businesses with
their information online
TRUSTe / NATIONAL CYBER SECURITY ALLIANCE
U.S. CONSUMER PRIVACY INDEX 2016
are aware that they can delete cookies,
cache and browsing history
60%
55% have done this
43%
29%
are aware that they can turn off
location tracking
have done this
43%
29%
are aware they can change
social media settings
have done this
33%
16%
are aware that they can
read privacy policies
have done this
31%
said because it was the
only website that sold
particular product
or service
92%ofUSinternetusersworry
about theirprivacyonline
31%understandhowcompanies
sharetheirpersonalinformation
89% saytheyavoidcompanies
thatdonotprotecttheirprivacy
74% Healthcare Providers
72% Financial Organizations
35% Social Networks
25% Advertisers
LEASTTRUSTEDMOSTTRUSTED

29%have stopped
using an app
said this was because
they were asked to provide
too much info
47%36%have stopped
using a website
PRIVACY
AWARENESS
CONSUMER
CONCERN
BUSINESS
IMPACT
68%
More concerned about not
knowing how personal
information collected online is
used than losing principle income
57%
Two Top ways to
Lower Concern
35%
companies being more transparent
about how they are collecting
and using data
having more easy to use tools
available to protect personal
information
35%