Last updated on April 17, 2014 at 21:23 EDT

TRUSTe Research Shows Sharp Increase in Mobile Privacy Concerns: 66 Percent of Smartphone Users Worry More Than a Year Ago

January 28, 2013

LONDON, January 28, 2013 /PRNewswire/ –

The latest TRUSTe(R) privacy research shows that a high proportion of British internet
users aged 16 to 75 remain worried about their privacy online, and user mistrust and the
potential impact of privacy concerns on business is growing. The research, released to
coincide with Data Privacy Day #DPD13, also shows that mobile phone privacy concerns have
increased sharply over the last year with 66 percent of smartphone users more concerned
than a year ago and 79 percent of smartphone users avoiding apps that they don’t believe
protect their privacy.

Conducted by Ipsos MORI on behalf of TRUSTe, the 2013 Great Britain Consumer
Confidence Index [http://www.truste.com/great-britain-consumer-confidence-index-2013 ] is
the latest in the TRUSTe Privacy Index Series. Overall, the research found that online
privacy concerns remain high with 88 percent of British internet users worrying about
their general online privacy compared with 90 percent in 2012 findings
[http://www.truste.com/british-consumer-privacy-index-Q1-2012 ]; however mistrust and the
potential impact on business is increasing. 43 percent of users (up 6 percent from 2012)
do not trust companies with their personal information and 91 percent of users (up 3
percent from 2012) said that they avoided doing business with companies they don’t believe
protect their privacy

When internet users were asked in more detail about different types of activities,
online shopping and using social networks topped the list of British online privacy
concerns with 88 percent of online shoppers worrying about their privacy and 86 percent of
those who used social networks having concerns. 84 percent of online banking customers, 80
percent of those who used mobile apps and 76 percent of those who used e-mail had privacy

The research also looked at depth of privacy concern and found that 46 percent of
online banking customers are frequently or always concerned when banking online and 40
percent of online shoppers are frequently or always concerned about their privacy when
shopping online.

Nearly all British internet users (96 percent) wanted the ability to control who can
collect their personal information and who can track their activities online – now a legal
requirement under the EU Cookie Directive, which has been enforced in the UK since May

Danilo Labovic EU Managing Director, for TRUSTe said:

“The introduction of the EU Cookie Directive helped in raising awareness as to how
consumers can gain transparency and control over online tracking and as a result, many UK
websites have taken steps to comply with the Directive. Nevertheless, TRUSTe research
shows that British consumer privacy concerns remain high. With e-commerce booming and
mobile phones predicted to overtake PCs as the most popular way to get online, it’s clear
that privacy and in particular mobile privacy is the latest red-hot issue for consumers
and must be a priority for businesses this year.

Whether you run an e-commerce website or a mobile app, you cannot succeed without the
trust of your users. As a Data Privacy Day Champion we will continue to highlight to
businesses that they should take consumer privacy concerns seriously and take decisive
action to increase consumer confidence online.”

For a copy of the Consumer Confidence Index for Great Britain click here
[http://www.truste.com/great-britain-consumer-confidence-index-2013 ]. In addition, TRUSTe
will release its 2013 US Consumer Confidence Index today at 0600 PST/1400 GMT after which
time it will be available if you click here
[http://www.truste.com/us-consumer-confidence-index-2013 ]. Further details about TRUSTe
can be found at http://www.truste.co.uk

Notes to Editors

1 TRUSTe is the leading global provider of online data privacy management solutions,
offering a broad suite of technologies and certifications to help companies build trust
and increase engagement across their online channels, including websites, mobile apps,
advertising, and cloud services. More than 5,000 companies, including top international
brands like Apple, eBay, LinkedIn and Microsoft, rely on TRUSTe to build trust and address
evolving and complex privacy challenges. TRUSTe(R) Certified Privacy Seal is widely
recognised and trusted by millions of consumers worldwide as a sign of responsible privacy
practices. For more information, please visit http://www.truste.co.uk

2 The 2013 Great Britain Consumer Confidence Index
[http://www.truste.com/great-britain-consumer-confidence-index-2013 ] was conducted online
by Ipsos MORI on behalf of TRUSTe among a total of 2,006 adults aged 16-75 in Great
Britain from 4 – 8 January 2013 via its Online iOmnibus Survey. The survey data were
weighted by age, gender, region, social grade, working status and education to be
nationally representative of online GB adults aged 16-75

3 The 2012 Great Britain Consumer Confidence Index
[http://www.truste.com/british-consumer-privacy-index-Q1-2012 ] was conducted online by
Harris Interactive on behalf of TRUSTe among a total of 2,012 adults aged 16 and older
within Great Britain from February 28 – March 7, 2012.

4 Now in its sixth year, Data Privacy Day commemorates the signing in 1981 of the
first legally binding international treaty dealing with privacy and data protection and is
an extension of the Data Protection Day celebration in Europe that takes place on 28
January each year. For information about Data Privacy Day 2013 and details of events see:
http://www.staysafeonline.org/data-privacy-day or contact

5 For TRUSTe UK media enquiries and interview requests please contact Eleanor
Treharne-Jones at The Conversation Co. on +44(0)7811-093648 or +44(0)20-7812-0664 or
e-mail eleanor@theconversationco.com


Source: PR Newswire