Survey shows consumers more concerned with mobile and internet security
More individuals are taking the necessary steps to protect themselves online and on their phones. A recent survey conducted by TRUSTe, a privacy management solutions provider, found more consumers are concerned with their mobile and internet privacy than ever before.
The online survey questioned 1,033 adults and 554 smartphone users who were 18 and older. The results showed online privacy is a top concern, with 94 percent reporting they consider it a serious issue. In addition, 58 percent said they do not like online behavioral advertising (OBA), which advertisers use based on what the consumer searches for online. Among smartphone users, 42 percent say privacy and mobile security are top priorities, and 85 percent reported they would not download mobile applications they did not trust.
The survey also showed 60 percent felt more worried about their online privacy today than they did a year ago. As a result, more consumers are looking for certifications or seals on websites before taking the site seriously. Nearly half of survey respondents (49 percent) check for independent privacy certifications, which is up from 41 percent in 2011.
When it comes to OBA, 40 percent said it made them uncomfortable. Plus, 50 percent said they will opt out of OBA to manage their privacy when they can, and this figure has nearly doubled since 2011, when it was at 27 percent.
"Big data is exploding, causing monumental changes in the way that personal information can be accessed and used online - through more pervasive and powerful mobile devices, emerging cloud services and the rapid growth of online behavioral advertising," said Chris Babel, CEO of TRUSTe. "Our 2012 findings show that managing consumer concerns through good privacy practices must remain on the forefront in order to stem mistrust. With increased understanding about choices, the survey also shows that consumers react more positively to the potential value of new online technologies."