Appendix: Survey Questions and Frequency of Responses

The survey questions appear below along with the frequency of responses received from our U.S. sample. Note that questions 1-11, 17, and 22 also included space for respondents to type in free response explanations.

Banking Web Sites

1. Imagine you visit the Web site of the bank where you keep your checking account and discover a form you can fill out to receive customized investment advice. The form asks you questions about your income, current investments, and investment goals. However it does not ask for your name or any other information that would identify you. From the information on the Web site, it looks like you will be able to obtain useful information by filling out this form.

Would you type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)

 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 36 9.4 9.4 9.4
Probably would 185 48.6 48.6 58.0
Not sure 58 15.2 15.2 73.2
Probably not 65 17.1 17.1 90.3
Definitely not 37 9.7 9.7 100.0
Total 381 100.0 100.0  

2. How would you react to the scenario in question 1 if the form also asked for your name and address so that your bank could send you an investment guide booklet? Assume that this is a booklet that you believe will be useful to you.

Would you type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 26 6.8 6.8 6.8
Probably would 106 27.8 27.8 34.6
Not sure 71 18.6 18.6 53.3
Probably not 103 27.0 27.0 80.3
Definitely not 75 19.7 19.7 100.0
Total 381 100.0 100.0  

News, Weather & Sports Web Sites

3. You visit a Web site that provides news, weather, and sports scores. This looks like a site that you would be interested in visiting frequently. The site asks you to provide your zip code and answer some questions about your interests so that your interactions with the site can be customized. The Web site's privacy policy explains that the information you provide as well as the history of what Web pages on that site you have visited will be used to customize the site for you and to help maintain and improve the site. However, your name will never be associated with this information.

Would you type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 105 27.6 27.6 27.6
Probably would 213 55.9 55.9 83.5
Not sure 37 9.7 9.7 93.2
Probably not 16 4.2 4.2 97.4
Definitely not 10 2.6 2.6 100.0
Total 381 100.0 100.0  

4. Suppose the Web site described in question 3 also requested your name. Would you type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 31 8.1 8.3 8.3
Probably would 152 39.9 40.8 49.1
Not sure 61 16.0 16.4 65.4
Probably not 82 21.5 22.0 87.4
Definitely not 47 12.3 12.6 100.0
Total 373 97.9 100.0  
Missing 6 7 1.8    
99 1 .3    
Total 8 2.1    
Total 381 100.0    

5. Suppose the Web site described in question 3 also collected your name, but their privacy policy stated that if you did not visit their site for three months, your name and all information they had collected about you would be removed from their databases. Would you be more or less likely to type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid More likely 64 16.8 16.8 16.8
Less likely 19 5.0 5.0 21.8
My reaction wouldn't change 297 78.0 78.2 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

Hobby Web Sites

6. While searching for information online related to one of your favorite hobbies, you find yourself at a Web site that has some really interesting information. It is sponsored by a company you've never heard of, but they seem to be very knowledgeable. You find a form on the site that you can fill out to get free pamphlets with additional information as well as coupons for this company's products. The form requires that you supply your name and postal address.

Would you type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 70 18.4 18.4 18.4
Probably would 208 54.6 54.6 73.0
Not sure 46 12.1 12.1 85.0
Probably not 45 11.8 11.8 96.9
Definitely not 12 3.1 3.1 100.0
Total 381 100.0 100.0  

7. Suppose their was a law that prevented the Web site described in question 6 from using your name and address for any purpose other than processing your request. Would you be more or less likely to type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid More likely 219 57.5 57.6 57.6
Less likely 6 1.6 1.6 59.2
My reaction wouldn't change 155 40.7 40.8 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

8. Suppose the Web site described in question 6 had a privacy policy that explained that they will use your name and address only to send you the requested pamphlets and coupons. Would you be more or less likely to type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid More likely 159 41.7 42.0 42.0
Less likely 10 2.6 2.6 44.6
My reaction wouldn't change 210 55.1 55.4 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

9. Suppose the Web site described in question 6 had both a privacy policy and a seal of approval from a well-known organization such as the Better Business Bureau or the AAA? Would you be more or less likely to type in the requested information? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid More likely 220 57.7 58.2 58.2
Less likely 6 1.6 1.6 59.8
My reaction wouldn't change 152 39.9 40.2 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

10. Suppose the Web site described in question 6 had a privacy policy that explained that they will use your name and address not only to send you the requested pamphlets and coupons, but also to send you periodic updates on their product offerings and to share your name and address with other companies that sell products you might be interested in.
 
 

  Frequency Percent Valid Percent Cumulative Percent
Valid More likely 13 3.4 3.4 3.4
Less likely 235 61.7 61.8 65.3
My reaction wouldn't change 132 34.6 34.7 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

11. In question 10, would you be more likely to type in the requested information if the site provided a way for you to get off their mailing list in the future if you wanted to? (PLEASE CHECK ONE ANSWER ONLY)
 
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 207 54.3 54.9 54.9
no 170 44.6 45.1 100.0
Total 377 99.0 100.0  
Missing 99 4 1.0    
Total 381 100.0    

12. When visiting Web sites that collect information, many people find there is some information that they generally feel comfortable providing, some information they feel comfortable providing only under certain conditions, and some information that they never or rarely feel comfortable providing. For each of the types of information in the left most column, please indicate how comfortable you would be providing that type of information to Web sites. (PLEASE SELECT THE OPTION THAT COMES CLOSEST TO YOUR OPINION)

 a. full name
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 52 13.6 13.6 13.6
Usually feel comfortable 152 39.9 39.9 53.5
Sometimes feel comfortable 116 30.4 30.4 84.0
Rarely feel comfortable 43 11.3 11.3 95.3
Never feel comfortable 18 4.7 4.7 100.0
Total 381 100.0 100.0  

b. postal mail address
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 42 11.0 11.1 11.1
Usually feel comfortable 123 32.3 32.5 43.5
Sometimes feel comfortable 141 37.0 37.2 80.7
Rarely feel comfortable 56 14.7 14.8 95.5
Never feel comfortable 17 4.5 4.5 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

c. email address
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 110 28.9 28.9 28.9
Usually feel comfortable 177 46.5 46.6 75.5
Sometimes feel comfortable 75 19.7 19.7 95.3
Rarely feel comfortable 15 3.9 3.9 99.2
Never feel comfortable 3 .8 .8 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

d. phone number
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 9 2.4 2.4 2.4
Usually feel comfortable 31 8.1 8.2 10.6
Sometimes feel comfortable 87 22.8 23.0 33.5
Rarely feel comfortable 133 34.9 35.1 68.6
Never feel comfortable 119 31.2 31.4 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

e. information about your computer hardware or software
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 89 23.4 23.4 23.4
Usually feel comfortable 149 39.1 39.2 62.6
Sometimes feel comfortable 100 26.2 26.3 88.9
Rarely feel comfortable 32 8.4 8.4 97.4
Never feel comfortable 10 2.6 2.6 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

f. age
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 112 29.4 29.6 29.6
Usually feel comfortable 150 39.4 39.7 69.3
Sometimes feel comfortable 85 22.3 22.5 91.8
Rarely feel comfortable 25 6.6 6.6 98.4
Never feel comfortable 6 1.6 1.6 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

g. information about your health or medical history
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 23 6.0 6.1 6.1
Usually feel comfortable 43 11.3 11.4 17.5
Sometimes feel comfortable 82 21.5 21.8 39.3
Rarely feel comfortable 105 27.6 27.9 67.1
Never feel comfortable 124 32.5 32.9 100.0
Total 377 99.0 100.0  
Missing 99 4 1.0    
Total 381 100.0    

h. social security number
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Usually feel comfortable 3 .8 .8 .8
Sometimes feel comfortable 11 2.9 2.9 3.7
Rarely feel comfortable 68 17.8 17.9 21.6
Never feel comfortable 297 78.0 78.4 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

i. favorite snack food
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 165 43.3 43.7 43.7
Usually feel comfortable 139 36.5 36.8 80.4
Sometimes feel comfortable 58 15.2 15.3 95.8
Rarely feel comfortable 11 2.9 2.9 98.7
Never feel comfortable 5 1.3 1.3 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

j. favorite television program
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 174 45.7 46.3 46.3
Usually feel comfortable 134 35.2 35.6 81.9
Sometimes feel comfortable 56 14.7 14.9 96.8
Rarely feel comfortable 7 1.8 1.9 98.7
Never feel comfortable 5 1.3 1.3 100.0
Total 376 98.7 100.0  
Missing 99 5 1.3    
Total 381 100.0    

k. annual household income
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 23 6.0 6.1 6.1
Usually feel comfortable 41 10.8 10.8 16.9
Sometimes feel comfortable 118 31.0 31.2 48.1
Rarely feel comfortable 102 26.8 27.0 75.1
Never feel comfortable 94 24.7 24.9 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

l. credit card number
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Usually feel comfortable 11 2.9 2.9 2.9
Sometimes feel comfortable 63 16.5 16.8 19.7
Rarely feel comfortable 99 26.0 26.4 46.1
Never feel comfortable 202 53.0 53.9 100.0
Total 375 98.4 100.0  
Missing 99 6 1.6    
Total 381 100.0    

13. For each of the types of information in the left most column, please indicate how comfortable you would be if a child in your care between the ages of 8 and 12 were asked to provide that type of information to Web sites. (PLEASE SELECT THE OPTION THAT COMES CLOSEST TO YOUR OPINION)

a. full name
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 7 1.8 1.9 1.9
Usually feel comfortable 26 6.8 6.9 8.8
Sometimes feel comfortable 64 16.8 17.1 25.9
Rarely feel comfortable 98 25.7 26.1 52.0
Never feel comfortable 180 47.2 48.0 100.0
Total 375 98.4 100.0  
Missing 99 6 1.6    
Total 381 100.0    

b. postal mail address
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 2 .5 .5 .5
Usually feel comfortable 19 5.0 5.1 5.6
Sometimes feel comfortable 55 14.4 14.7 20.3
Rarely feel comfortable 91 23.9 24.3 44.5
Never feel comfortable 208 54.6 55.5 100.0
Total 375 98.4 100.0  
Missing 99 6 1.6    
Total 381 100.0    

c. email address
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 17 4.5 4.5 4.5
Usually feel comfortable 42 11.0 11.2 15.7
Sometimes feel comfortable 91 23.9 24.2 39.9
Rarely feel comfortable 90 23.6 23.9 63.8
Never feel comfortable 136 35.7 36.2 100.0
Total 376 98.7 100.0  
Missing 99 5 1.3    
Total 381 100.0    

d. phone number
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 1 .3 .3 .3
Usually feel comfortable 2 .5 .5 .8
Sometimes feel comfortable 21 5.5 5.6 6.4
Rarely feel comfortable 82 21.5 22.0 28.4
Never feel comfortable 267 70.1 71.6 100.0
Total 373 97.9 100.0  
Missing 99 8 2.1    
Total 381 100.0    

e. information about your computer hardware or software
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 37 9.7 9.9 9.9
Usually feel comfortable 67 17.6 17.9 27.8
Sometimes feel comfortable 96 25.2 25.7 53.5
Rarely feel comfortable 58 15.2 15.5 69.0
Never feel comfortable 116 30.4 31.0 100.0
Total 374 98.2 100.0  
Missing 99 7 1.8    
Total 381 100.0    

f. age
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 19 5.0 5.1 5.1
Usually feel comfortable 32 8.4 8.6 13.6
Sometimes feel comfortable 66 17.3 17.6 31.3
Rarely feel comfortable 89 23.4 23.8 55.1
Never feel comfortable 168 44.1 44.9 100.0
Total 374 98.2 100.0  
Missing 99 7 1.8    
Total 381 100.0    

g. information about child's health or medical history
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 5 1.3 1.3 1.3
Usually feel comfortable 8 2.1 2.2 3.5
Sometimes feel comfortable 35 9.2 9.4 12.9
Rarely feel comfortable 82 21.5 22.1 35.0
Never feel comfortable 241 63.3 65.0 100.0
Total 371 97.4 100.0  
Missing 99 10 2.6    
Total 381 100.0    

h. social security number
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Usually feel comfortable 1 .3 .3 .3
Sometimes feel comfortable 8 2.1 2.1 2.4
Rarely feel comfortable 39 10.2 10.4 12.8
Never feel comfortable 326 85.6 87.2 100.0
Total 374 98.2 100.0  
Missing 99 7 1.8    
Total 381 100.0    

i. favorite snack food
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 97 25.5 25.9 25.9
Usually feel comfortable 92 24.1 24.5 50.4
Sometimes feel comfortable 71 18.6 18.9 69.3
Rarely feel comfortable 28 7.3 7.5 76.8
Never feel comfortable 87 22.8 23.2 100.0
Total 375 98.4 100.0  
Missing 99 6 1.6    
Total 381 100.0    

j. favorite television program
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Always feel comfortable 99 26.0 26.3 26.3
Usually feel comfortable 97 25.5 25.8 52.1
Sometimes feel comfortable 68 17.8 18.1 70.2
Rarely feel comfortable 26 6.8 6.9 77.1
Never feel comfortable 86 22.6 22.9 100.0
Total 376 98.7 100.0  
Missing 99 5 1.3    
Total 381 100.0    

14. Some Web sites assign visitors special user identification numbers. Web browsers can send these numbers back to the site automatically on a return visit. This allows Web sites to recognize return visitors and provide customized services. If a site that you frequented asked you whether it could assign you an identification number so that it could provide you with customized service, would you agree? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 60 15.7 15.8 15.8
Probably would 237 62.2 62.4 78.2
Not sure 63 16.5 16.6 94.7
Probably not 17 4.5 4.5 99.2
Definitely not 3 .8 .8 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

15. Some Web sites use special identification numbers not only to customize site content, but also to customize advertising that appears on the site and make sure that visitors are not repeatedly shown the same advertisements. If a site that you frequented asked you whether it could assign you an identification number so that it could provide you with customized advertising, would you agree? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 37 9.7 9.8 9.8
Probably would 190 49.9 50.1 59.9
Not sure 78 20.5 20.6 80.5
Probably not 62 16.3 16.4 96.8
Definitely not 12 3.1 3.2 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

16. Some advertising companies use special identification numbers to customize advertising to visitors on a large number of Web sites. Every time a visitor goes to a site on which advertising from that company appears, their browser can automatically transmit the identification number. Then the advertising company can determine which ads that visitor has already seen and send a new ad, perhaps targeted to that visitor’s interests. If an advertising company asked you whether it could assign you an identification number so that it could provide you with customized advertising at many Web sites, how would you react? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Definitely would 25 6.6 6.6 6.6
Probably would 142 37.3 37.3 43.8
Not sure 105 27.6 27.6 71.4
Probably not 74 19.4 19.4 90.8
Definitely not 35 9.2 9.2 100.0
Total 381 100.0 100.0  

17. Imagine that after providing information to a Web site, your browser asks you if you would like to take advantage of some features that would make it easier for you to provide this information to other Web sites. Which of the following features would you be interested in using? (PLEASE CHECK AS MANY ANSWERS AS APPLY TO YOU)

a. A feature that would automatically send information you had already provided to a site back to that site on a return visit.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid feature is wanted 147 38.6 100.0 100.0
Missing 99 234 61.4    
Total 381 100.0    

b. An "auto-fill" button you could click on your browser to have information that you have already provided to another Web site automatically filled in to the appropriate fields in a Web form that you are viewing. Nothing would happen automatically unless you pressed the auto-fill button. You could then review and change the information in the form, and the form would not be submitted until you pressed the submit button.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid feature is wanted 234 61.4 100.0 100.0
Missing 99 147 38.6    
Total 381 100.0    

c. A feature that would automatically fill out forms on Web sites that ask for the same information and have the same privacy policies as a site where you already provided this information. You could review and change the information in the form, and the form would not be submitted until you pressed the submit button.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid feature is wanted 194 50.9 100.0 100.0
Missing 99 187 49.1    
Total 381 100.0    

d. A feature that would automatically send the information to Web sites that ask for the same information and have the same privacy policies as a site where you already provided this information – but it would inform you whenever information was sent. You would be informed, but you would not have to take any action.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid feature is wanted 53 13.9 100.0 100.0
Missing 99 328 86.1    
Total 381 100.0    

e. A feature that would automatically send the information to Web sites that ask for the same information and have the same privacy policies. You would not be informed and you would not have to take any action.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid feature is wanted 21 5.5 100.0 100.0
Missing 99 360 94.5    
Total 381 100.0    

f. None of these features.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid none wanted 92 24.1 100.0 100.0
Missing 99 289 75.9    
Total 381 100.0    

18. Are you concerned about Web cookies? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid I do not know what a cookie is 46 12.1 12.1 12.1
Yes, concerned 199 52.2 52.4 64.5
No, not concerned 135 35.4 35.5 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

19. If your answer to question 18 was B or C, how have you configured your browser to handle cookies? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid not changed cookie settings 78 20.5 23.4 23.4
accept cookies w/o warning 69 18.1 20.7 44.0
accept cookies to originating server w/o warning 43 11.3 12.9 56.9
warn about all cookies 110 28.9 32.9 89.8
reject all cookies 10 2.6 3.0 92.8
other 24 6.3 7.2 100.0
Total 334 87.7 100.0  
Missing 99 47 12.3    
Total 381 100.0    

20. If you could configure your Web browser to look for privacy policies and privacy seals of approval on Web sites and let you know when you were visiting a site whose privacy practices might not be acceptable to you, which criteria would be most important to you? For each of the items in the left-most column, please indicate whether it is very important, somewhat important, or not important.

importance of whether or not the site posts a privacy policy
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 173 45.4 49.1 49.1
Somewhat important 150 39.4 42.6 91.8
Not important 29 7.6 8.2 100.0
Total 352 92.4 100.0  
Missing 99 29 7.6    
Total 381 100.0    

 

importance of whether or not the site has a privacy seal of approval
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 136 35.7 38.7 38.7
Somewhat important 176 46.2 50.1 88.9
Not important 39 10.2 11.1 100.0
Total 351 92.1 100.0  
Missing 99 30 7.9    
Total 381 100.0    

 

importance of whether it is a site run by a company or organization I trust
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 212 55.6 61.6 61.6
Somewhat important 109 28.6 31.7 93.3
Not important 23 6.0 6.7 100.0
Total 344 90.3 100.0  
Missing 99 37 9.7    
Total 381 100.0    

 

importance of whether the site will allow me to find out what info about me they keep in their databases
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 217 57.0 64.6 64.6
Somewhat important 103 27.0 30.7 95.2
Not important 16 4.2 4.8 100.0
Total 336 88.2 100.0  
Missing 99 45 11.8    
Total 381 100.0    

 

importance of whether a site that puts me on their mailing list will take me off of their mailing list if I ask them to
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 251 65.9 73.8 73.8
Somewhat important 71 18.6 20.9 94.7
Not important 18 4.7 5.3 100.0
Total 340 89.2 100.0  
Missing 99 41 10.8    
Total 381 100.0    

 

importance of whether a site tells me how long they will retain information they collect from me
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 114 29.9 32.3 32.3
Somewhat important 168 44.1 47.6 79.9
Not important 71 18.6 20.1 100.0
Total 353 92.7 100.0  
Missing 99 28 7.3    
Total 381 100.0    

 

importance of the kind of info the site wants to collect from me
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 233 61.2 69.3 69.3
Somewhat important 92 24.1 27.4 96.7
Not important 11 2.9 3.3 100.0
Total 336 88.2 100.0  
Missing 99 45 11.8    
Total 381 100.0    

 

importance of the purpose for which the site wants to collect info from me
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 247 64.8 74.2 74.2
Somewhat important 77 20.2 23.1 97.3
Not important 9 2.4 2.7 100.0
Total 333 87.4 100.0  
Missing 99 48 12.6    
Total 381 100.0    

 

importance of whether the site is going to use information they collect from me in a way that will identify me
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 251 65.9 74.7 74.7
Somewhat important 74 19.4 22.0 96.7
Not important 11 2.9 3.3 100.0
Total 336 88.2 100.0  
Missing 99 45 11.8    
Total 381 100.0    

 

importance of whether the site will share the info they collect from me with other companies or organizations
  Frequency Percent Valid Percent Cumulative Percent
Valid Very important 262 68.8 79.4 79.4
Somewhat important 55 14.4 16.7 96.1
Not important 13 3.4 3.9 100.0
Total 330 86.6 100.0  
Missing 99 51 13.4    
Total 381 100.0    

21. In the last column of this table, please check the three items that you consider to be most important to you. (PLEASE CHECK THREE CHOICES ONLY)

most important is whether or not the site posts a privacy policy
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 50 13.1 13.1 13.1
99 331 86.9 86.9 100.0
Total 381 100.0 100.0  

 

most important is whether or not the site has a privacy seal of approval
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 34 8.9 8.9 8.9
99 347 91.1 91.1 100.0
Total 381 100.0 100.0  

 

most important is whether it is a site run by a company or organization I trust
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 98 25.7 25.7 25.7
99 283 74.3 74.3 100.0
Total 381 100.0 100.0  

 

most important is whether the site will allow me to find out what info about me they keep in their databases
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 84 22.0 22.0 22.0
99 297 78.0 78.0 100.0
Total 381 100.0 100.0  

 

most important is whether a site that puts me on their mailing list will take me off of their mailing list if I ask them to
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 85 22.3 22.3 22.3
99 296 77.7 77.7 100.0
Total 381 100.0 100.0  

 

most important is whether a site tells me how long they will retain information they collect from me
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 18 4.7 4.7 4.7
99 363 95.3 95.3 100.0
Total 381 100.0 100.0  

 

most important is the kind of info the site wants to collect from me
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 97 25.5 25.5 25.5
99 284 74.5 74.5 100.0
Total 381 100.0 100.0  

 

most important is the purpose for which the site wants to collect info from me
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 101 26.5 26.5 26.5
99 280 73.5 73.5 100.0
Total 381 100.0 100.0  

 

most important is whether the site is going to use information they collect from me in a way that will identify me
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 96 25.2 25.2 25.2
99 285 74.8 74.8 100.0
Total 381 100.0 100.0  

 

most important is whether the site will share the info they collect from me with other companies or organizations
  Frequency Percent Valid Percent Cumulative Percent
Valid important feature 142 37.3 37.3 37.3
99 239 62.7 62.7 100.0
Total 381 100.0 100.0  

 

22. If there are any other factors that might be important to you when considering whether a Web site has acceptable privacy practices, please list them here. (PLEASE PROVIDE AS MANY ANSWERS AS APPLY TO YOU)

 

23. How concerned are you about threats to your personal privacy in America today? (PLEASE CHECK ONE ANSWER ONLY).
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Very concerned 147 38.6 38.7 38.7
Somewhat concerned 182 47.8 47.9 86.6
Not very concerned 46 12.1 12.1 98.7
Not concerned at all 5 1.3 1.3 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

 

24. How concerned are you about threats to your personal privacy today when using the Internet? (PLEASE CHECK ONE ANSWER ONLY).
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Very concerned 148 38.8 39.1 39.1
Somewhat concerned 182 47.8 48.0 87.1
Not very concerned 44 11.5 11.6 98.7
Not concerned at all 5 1.3 1.3 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

 

25. Have you ever personally been the victim of what you felt was an invasion of your privacy when using the Internet? (PLEASE CHECK ONE ANSWER ONLY).
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 73 19.2 19.2 19.2
no 307 80.6 80.8 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

 

The next four questions ask you to rate the seriousness of various privacy issues on a scale of 1 to 10, where 1 means it is not serious at all and 10 means it is extremely serious. How would you rate the seriousness of these privacy issues on the Internet today? (PLEASE CHECK THE APROPRIATE NUMBER).

26. People receiving unsolicited commercial E-mail, often called spam.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Not serious at all 13 3.4 3.4 3.4
2 7 1.8 1.9 5.3
3 22 5.8 5.8 11.1
4 19 5.0 5.0 16.1
5 39 10.2 10.3 26.5
6 25 6.6 6.6 33.1
7 56 14.7 14.8 47.9
8 87 22.8 23.0 70.9
9 36 9.4 9.5 80.4
Extremely serious 74 19.4 19.6 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

 

27. Web site operators collecting personal information from children – such as name, address, and telephone number – without getting parental consent.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid 2 2 .5 .5 .5
4 1 .3 .3 .8
5 5 1.3 1.3 2.1
6 5 1.3 1.3 3.4
7 13 3.4 3.4 6.8
8 16 4.2 4.2 11.0
9 41 10.8 10.8 21.8
Extremely serious 298 78.2 78.2 100.0
Total 381 100.0 100.0  

 

28. Web sites collecting the e-mail addresses of site visitors without their knowledge or consent, to compile e-mail marketing lists.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Not serious at all 3 .8 .8 .8
2 1 .3 .3 1.1
3 5 1.3 1.3 2.4
4 4 1.0 1.1 3.4
5 11 2.9 2.9 6.4
6 17 4.5 4.5 10.9
7 32 8.4 8.5 19.4
8 56 14.7 14.9 34.2
9 57 15.0 15.1 49.3
Extremely serious 191 50.1 50.7 100.0
Total 377 99.0 100.0  
Missing 99 4 1.0    
Total 381 100.0    

 

29. Someone tracking what web sites people visit and using that information improperly.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid Not serious at all 2 .5 .5 .5
2 1 .3 .3 .8
3 1 .3 .3 1.1
4 1 .3 .3 1.3
5 7 1.8 1.9 3.2
6 9 2.4 2.4 5.6
7 25 6.6 6.6 12.2
8 41 10.8 10.8 23.0
9 50 13.1 13.2 36.2
Extremely serious 241 63.3 63.8 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

 

30. Do you personally use a computer at home? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 375 98.4 99.5 99.5
no 2 .5 .5 100.0
Total 377 99.0 100.0  
Missing 99 4 1.0    
Total 381 100.0    

 

31. Do you personally use a computer at work? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 260 68.2 68.6 68.6
no 119 31.2 31.4 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

 

32. Do you personally use a computer at another location? By another location, we mean a computer terminal at a school, a library, a post office, or some place else. (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 98 25.7 26.1 26.1
no 278 73.0 73.9 100.0
Total 376 98.7 100.0  
Missing 99 5 1.3    
Total 381 100.0    

 

33. Do you ever send or receive e-mail? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 379 99.5 100.0 100.0
Missing 99 2 .5    
Total 381 100.0    

 

34. Do you ever visit World Wide Web sites on the Internet? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 379 99.5 100.0 100.0
Missing 99 2 .5    
Total 381 100.0    

 

35. Do you ever purchase products or information from a Web site? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid yes 295 77.4 77.8 77.8
no 84 22.0 22.2 100.0
Total 379 99.5 100.0  
Missing 99 2 .5    
Total 381 100.0    

 

36. How often do you use the Internet? (PLEASE CHECK ONE ANSWER ONLY)
 

  Frequency Percent Valid Percent Cumulative Percent
Valid once a month 1 .3 .3 .3
several times a month 5 1.3 1.3 1.6
once a week 2 .5 .5 2.1
several times a week 55 14.4 14.4 16.5
once a day 69 18.1 18.1 34.6
several times a day 249 65.4 65.4 100.0
Total 381 100.0 100.0  

 

37. In what year did you first start using the Internet?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid 1983 5 1.3 1.3 1.3
1985 5 1.3 1.3 2.6
1986 5 1.3 1.3 3.9
1987 2 .5 .5 4.5
1988 7 1.8 1.8 6.3
1989 9 2.4 2.4 8.7
1990 12 3.1 3.2 11.8
1991 12 3.1 3.2 15.0
1992 25 6.6 6.6 21.6
1993 23 6.0 6.1 27.6
1994 37 9.7 9.7 37.4
1995 65 17.1 17.1 54.5
1996 86 22.6 22.6 77.1
1997 59 15.5 15.5 92.6
1998 28 7.3 7.4 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

 

38. What is the highest level of school you have completed or the highest degree you have received?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid less than HS 2 .5 .5 .5
HS grad 46 12.1 12.1 12.6
some college 148 38.8 38.8 51.4
college grad 116 30.4 30.4 81.9
post grad 69 18.1 18.1 100.0
Total 381 100.0 100.0  

 

39. Which of the following income categories best describes your total 1997 household income?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid $15k or less 15 3.9 4.6 4.6
$15k-$25k 22 5.8 6.7 11.3
$25k-$35k 47 12.3 14.4 25.8
$35k-$50k 72 18.9 22.1 47.9
$50k-$75k 99 26.0 30.4 78.2
$75k or over 71 18.6 21.8 100.0
Total 326 85.6 100.0  
Missing 99 55 14.4    
Total 381 100.0    

 

40. How many people live in your household?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid 1 30 7.9 7.9 7.9
2 100 26.2 26.5 34.4
3 111 29.1 29.4 63.8
4 97 25.5 25.7 89.4
5 31 8.1 8.2 97.6
6 5 1.3 1.3 98.9
7 2 .5 .5 99.5
8 1 .3 .3 99.7
10 1 .3 .3 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

 

41. How many children between the ages of 8 and 12 live in your household?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid 0 287 75.3 79.7 79.7
1 48 12.6 13.3 93.1
2 19 5.0 5.3 98.3
3 4 1.0 1.1 99.4
4 1 .3 .3 99.7
7 1 .3 .3 100.0
Total 360 94.5 100.0  
Missing 99 21 5.5    
Total 381 100.0    

 

42. Are you of Hispanic origin or descent?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid no 362 95.0 100.0 100.0
Missing 99 19 5.0    
Total 381 100.0    

 

43. What race do you consider yourself to be?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid white 342 89.8 90.0 90.0
black 7 1.8 1.8 91.8
African American 6 1.6 1.6 93.4
Asian or Pacific Islander 4 1.0 1.1 94.5
Native American or Alaskan 3 .8 .8 95.3
other race 18 4.7 4.7 100.0
Total 380 99.7 100.0  
Missing 99 1 .3    
Total 381 100.0    

 

44. Are you male or female?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid male 183 48.0 48.4 48.4
female 195 51.2 51.6 100.0
Total 378 99.2 100.0  
Missing 99 3 .8    
Total 381 100.0    

 

45. What country do you live in?
 

  Frequency Percent Valid Percent Cumulative Percent
Valid United States 381 100.0 100.0 100.0

If you choose the United States please tell us what state you live in.
 

  Frequency Percent Valid Percent Cumulative Percent
Valid 99 8 2.1 2.1 2.1
AK 1 .3 .3 2.4
AL 3 .8 .8 3.1
AR 4 1.0 1.0 4.2
AZ 11 2.9 2.9 7.1
CA 34 8.9 8.9 16.0
CO 4 1.0 1.0 17.1
CT 7 1.8 1.8 18.9
FL 20 5.2 5.2 24.1
GA 9 2.4 2.4 26.5
HI 1 .3 .3 26.8
IA 1 .3 .3 27.0
ID 2 .5 .5 27.6
IL 11 2.9 2.9 30.4
IN 11 2.9 2.9 33.3
KS 5 1.3 1.3 34.6
KY 7 1.8 1.8 36.5
LA 7 1.8 1.8 38.3
MA 9 2.4 2.4 40.7
MD 9 2.4 2.4 43.0
ME 5 1.3 1.3 44.4
MI 19 5.0 5.0 49.3
MN 1 .3 .3 49.6
MO 7 1.8 1.8 51.4
MS 1 .3 .3 51.7
MT 1 .3 .3 52.0
NC 8 2.1 2.1 54.1
ND 1 .3 .3 54.3
NE 4 1.0 1.0 55.4
NH 5 1.3 1.3 56.7
NJ 17 4.5 4.5 61.2
NM 1 .3 .3 61.4
NV 2 .5 .5 61.9
NY 15 3.9 3.9 65.9
OH 22 5.8 5.8 71.7
OK 3 .8 .8 72.4
OR 3 .8 .8 73.2
PA 23 6.0 6.0 79.3
RI 1 .3 .3 79.5
SC 5 1.3 1.3 80.8
TN 6 1.6 1.6 82.4
TX 18 4.7 4.7 87.1
UT 4 1.0 1.0 88.2
VA 15 3.9 3.9 92.1
VT 4 1.0 1.0 93.2
WA 12 3.1 3.1 96.3
WI 9 2.4 2.4 98.7
WV 2 .5 .5 99.2
WY 3 .8 .8 100.0
Total 381 100.0 100.0