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

Consumers indicate they would increase the depth and breadth of their Internet activity in response to a privacy disclosure and assurance program



• Assurance of non-dissemination of personal information would have a significant impact, increasing consumer willingness to participate in e-commerce by a factor of 2 to 3
• Disclosure of privacy practices alone would have a more limited impact, increasing consumer willingness to participate by approximately 50%
• The combined positive impact on e-commerce could reach $6B by 2000

Merchants also express interest in a privacy assurance program, however, they are less certain about specific benefits to their businesses

• Smaller companies seeking trusted brand recognition see highest value
• Larger companies want a proven, credible program before signing on

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