Poll results indicate that 84% of Americans feel a "tremendous amount" of personal responsibility in protecting their online privacy but a lack of information about how their data is collected and shared by others prevents them from taking action.
Today, the National Cyber Security Alliance (NCSA) launches Data Privacy Day with the release of "Perceptions of Privacy Online and in the Digitally Connected World," an extensive, national, two-phase survey of American adults analyzing consumer perceptions of online privacy as well as the need for companies to implement strong data stewardship. NCSA, the nation's leading non-profit promoting cyber safety awareness and online privacy protection, assumes a leadership role in the United States for Day Privacy Day, which is an annual, international effort centered on "Respecting Privacy, Safeguarding Data and Enabling Trust." Now in its eighth year, the day aims to help consumers understand how to protect their online information and encourage businesses to be more transparent in how they collect and use the data.
"The first phase of this highly comprehensive study dug deep into consumer attitudes toward privacy. Then, based on the research findings, a group of privacy experts put the results into action by developing and testing harmonized messaging that would resonate with consumers and inspire them to take simple, concrete steps to protect their data and manage their privacy," said Michael Kaiser, executive director of NCSA. "In short, what this study shows is that Americans care deeply about their privacy. While a great knowledge gap exists about how information is collected and how technologies interact, businesses can build consumer trust by being clear about data collection and use. As we become more and more reliant on technology, it is crucial to effectively educate everyone about how to be safer and more secure online."
Conducted by Heart+Mind Strategies, the survey was created by NCSA and a Privacy Messaging Development Committee comprised of 35+ members of civil-society, non-profits, government and industry. A snapshot of key study findings includes:
Top Online Privacy Concerns
Americans ranked "Having personal information lost or stolen," "Having your financial information lost or stolen" and "Not knowing what information is being collected about you or how it is being used" as top concerns.
87% of individuals are either somewhat or very concerned that their information is shared with another party without their knowledge or consent.
Two-thirds of Americans would accept less personalized content during their online experience, including fewer discounts, in order to keep their personal information private.
Notable Consumer Behavior
The majority of consumers report taking certain measures to protect their personal information.
The most common are keeping passwords strong, only utilizing trusted vendors and keeping software updated.
When it comes to steps that are not taken, consumers generally aren't sure how or why the steps should be taken or that they don't make a difference and their personal information could still be compromised.
Consumers are uninformed, in part, because they don't understand what information is being collected about them, how it's being used or with whom it is shared and, therefore, don't know how to protect themselves.
49% of individuals are not familiar with how or why to set their Internet browser to the "do not track" mode.
Who Consumers Trust
The public is most comfortable with family, friends and their health insurance provider having access to their personal information.
Levels of trust vary greatly and health insurance providers and financial institutions are more trusted than not. Consumers were asked to rate institutions by how well they thought the institutions would responsibly handle their information on a scale from 1 to 100 ‒ 100 being most trusted.
Their health insurance provider and banking or investment companies ranked as the most trusted entities and were rated at 56 and 57 respectively. This indicates they are more trusted than not, and rank much higher than advertisers at 22 and companies who collect and sell personal information at 15.
Overall, early adopters of technology are generally more trusting of all entities.
What's Important to Protect
The public is least comfortable providing Social Security numbers, list of contacts and email content when asked.
The public is least comfortable with the following information being collected: Social Security numbers, credit card information and email content. Younger adults are more concerned about their list of contacts being shared than are middle age and older adults.
When asked what information is of most value to companies and third parties, respondents indicated personal photos/videos while driving habits were perceived as least valuable to companies or third parties.
Based on the first phase results, the multi-stakeholder group also created 10 privacy messages around knowledge, trust and impact of reputation/sharing. The comparison of personal information to money resonated as the single most important message. The respondents reported that the following messages were "Important to me," "get my attention," "make me want to learn more" and "make me want to take action":
Personal information is like money – Value it. Protect it.
Share with care – what you post can last a lifetime.
STOP.THINK.CONNECT. Personal information is important to protect.
On a parallel track, the multi-stake holder group also developed research-based tips to encourage and motivate consumers to consider the privacy implications of their online actions for themselves and others.
www.staysafeonline.org
