The survey, of more than 1000 respondents, indicates that 90% of Americans consider online privacy a “really” or “somewhat” important issue. 6% of respondents have had their identity stolen in the last year and 11% have experienced credit card theft in the same time period. 35% feel that information they shared online has led to an invasion or violation of their privacy. That said, an increase in concern hasn’t equally increased the precautions consumers take to protect their personal information. 39% of consumers admit they do not consistently take steps to protect their information.
The survey also looked at online advertising, showing that consumers are becoming more accustomed to behavioral targeting. Only 51% of consumers are uncomfortable with behavioral advertising, down from 57% last year, with users saying they prefer targeted ads from brands they know than intrusive, irrelevant ads.
Despite a softening towards targeted advertising, consumers are wary at advertisers using their browsing history to target them. 48% of consumers now delete their browser cookies at least once a week, up 6% from last year.