DISCLOSURE OF PRIVACY PRACTICES INCREASES CONSUMER COMFORT IN GIVING INFORMATION Levels the Playing Field For Companies with Low Brand Recognition

Very personal, health/financial information(2)

Transaction information(1)

Basic demographic data

3.5x

2.9x

1.8x

Percent of total respondents

comfortable giving information to…

… company never heard of before

… company never heard of before but discloses accredited privacy practices

(1) Includes name, address, credit card number, product preferences

(2) Includes social security number, bank account, stock portfolio, medical history

Source: BCG/eTRUST Internet privacy survey

Increase due to privacy disclosure

6%

14%

37%

21%

40%

65%

26%

49%

83%

… company familiar with

Even large, brand-name companies would benefit from greater consumer trust with respect to sensitive information

Type of

information

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