US Consumer Privacy Index 2016 – Infographic from TRUSTe & NCSA

1. TRUSTe / NATIONAL CYBER SECURITY ALLIANCE U.S. CONSUMER PRIVACY INDEX 2016 CONSUMER CONCERN BUSINESS IMPACT PRIVACY AWARENESS 5 5 5 3.1 4 6 4 6 4 6 3 3 3 7 7 7 8 2 8 2 8 2 1 1 1 9 9 9 8.9 9.2 0 10 0 10 0 10 89% say they avoid companies that do not protect their privacy 92% of US internet users worry about their privacy online 31% understand how companies share their personal information CONSUMER PRIVACY CONCERNS ARE REAL AND RISING... Top cause of concern is companies collecting & sharing personal information with other companies (37%) 68% 45% More concerned about not knowing how personal information collected online is used than losing principle income 57% 37% 45%are more worried about their online privacy than one year ago LIMITED PRIVACY AWARENESS Yet don’t always know how to do this. are aware that they can read privacy policies 44% believe that online privacy will improve with greater consumer awareness 33% 16% have done this 75% of Americans believe they adequately protect their personal online data 43% 29% are aware they can change social media settings have done this 43% 29% are aware that they can turn off location tracking have done this are aware that they can delete cookies, cache and browsing history 60% 55% have done this BUSINESS IMPACT REMAINS HIGH Due to privacy concerns this year 32% not downloaded an app/product 28% stopped an online transaction 44% withheld personal info 51% have not clicked an online ad 74% 36% have stopped using a website 47% have limited their online activity in the last year due to privacy concerns said this was because they were asked to provide too much info 29% have stopped using an app ENABLING TRUST 39%look for a privacy trust seal before deciding whether to trust 19% 56% trust businesses with their information online felt forced to use a website they didn’t trust LEAST TRUSTED MOST TRUSTED 74% Healthcare Providers 72% Financial Organizations Certified Privacy 35% Social Networks said because it was the only website that sold particular product or service 31%  25% Advertisers Certified Privacy CONSUMERS WANT TRANSPARENCY AND EASIER PRIVACY TOOLS Consumers want control over Two Top ways to Lower Concern 45% who has access to personal 35% information42% companies being more transparent about how they are collecting and using data how is this used 32% think protecting personal information online is too complex and 38% say clear procedures for removing personal information would increase trust 41% the type of info collected 35% 23% want to be able to delete personal info collected having more easy to use tools available to protect personal information PRIVACY, SECURITY AND DIGITAL RIGHTS 64%think online privacy should be a human right 38% think online privacy is more important than national security 60%think they have the Right to Be Forgotten 37% think losing online privacy is part of being more connected 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