Consumers who go online at home are in the dark about how Web site operators use their personal data, and most are not very interested in the subject, according to a survey by the Annenberg Public Policy Center at the University of Pennsylvania.
Of the 1,200 adults contacted, 64% said they have never searched for tips on how to protect their information online. Another 40% admitted they know “almost nothing” about the matter, and 26% know a little. Only 9% said they know a lot.
On the other hand, most respondents understand what cookies are, and 65% claimed they have erased unwanted cookies at least once. In addition, 43% have used filters to block unwanted e-mail, 23% have used software that seeks out spyware on a computer, and 17% have relied on programs that hide their identity from Web sites.
The worst news for marketers may be that 86% believe there should be laws to force Web sites to have a standard format for their privacy policies.
Conducted in February and March, the survey depicts a level of ignorance that “stands at the heart of the imbalance of power that currently exists when it comes to controlling personal information online,” said Joseph Turow, author of the report.
Among those surveyed, 57% believe that a Web site with a privacy policy will not share their personal information with anyone. And 47% said that privacy policies are easy to understand.
But 59% were unaware that Web sites collect data about them even when they haven't registered. When told how this process works, 85% said they would never have agreed to it, even on their favorite sites. And of those, 52% said earlier that they would give a valued site their real name and e-mail address.
The survey also documents a dismal level of trust. Only 4% said they trust major advertisers to help them protect their information online and not to release it without consent. Microsoft did slightly better at 12%.
Those percentages don't automatically mean the institutions are regarded with suspicion. Forty percent said they distrust major advertisers, and most institutions fall way below that line. Most respondents said they either don't trust or mistrust or are conflicted about it.
But few consumers affirmatively trust the organizations mentioned in the survey.
The best score was achieved by makers of privacy protection software. One-fourth of the respondents trust them, and only 8% mistrust them.
But only 18% trust their banks and credit card companies to protect their personal information, and the same number said they trust their Internet service providers. Some 13% trust the government in this way.
More than two-thirds agreed that given the war on terrorism, it should be easier for law enforcement to track peoples' online activities without their knowledge. Fifty-two percent think the government is already collecting information on them without their consent.
Consumers also were asked if they agreed with the following statements:
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I should have a legal right to know everything a Web site knows about me (94% agreed).
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Teenagers should have to get their parents' consent before giving out information online (92%).
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I check if a site has a privacy policy before answering questions (71%).
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I am more concerned about giving away sensitive information online than in any other way (67%).
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I will give out information to a Web site only if I am compensated (16%).
PAY PER VIEW
What would you do if a site said it must charge you or use your information?
- Agree to get site for free and give up information 10%
- Agree to pay to use the site 18%
- Look for substitute site that doesn't charge 48%
- Give up looking for that content on the Web 21%
- Don't know/refused 3%
Source: Annenberg Public Policy Center
WHO DO YOU TRUST?
| Distrust | Trust | Neither | Conflicted | |
|---|---|---|---|---|
| Major advertisers | 40% | 4% | 34% | 23% |
| Microsoft | 15% | 12% | 50% | 23% |
| The government | 17% | 13% | 43% | 26% |
| Banks/credit card companies | 16% | 18% | 35% | 31% |
| Internet service providers | 16% | 18% | 35% | 31% |
| Makers of privacy protection software | 8% | 25% | 45% | 23% |
| Consumers were asked which institutions they trust to help protect their information online and not release it without their consent. | ||||
| Source: Annenberg Public Policy Center | ||||
