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