SUMMARY OF KEY FINDINGS (I)Consumer and Merchant Perspectives on Privacy

Consumers express strong concerns regarding privacy over the Internet



• Interested in limiting and controlling spread of their information
• See privacy and security as interrelated and overlapping issues
• Generally less willing to disclose more sensitive personal information to businesses they are not familiar with

Consumers also recognize that they have only crude control over dissemination of their personal information

• Primarily through opting-out or disguising their identity
• Usually based on a subjective assessment of trust

Previous slide

Next slide

Back to first slide

View graphic version