Online Data Privacy Concerns Rise

dax Asparna Ltd
259 HaPeleg, Be’erotayim
45820 Israel

Inbal Pasternak & Etamar Laron
December 2012

ONLINE DATA PRIVACY, 2012
CONSUMERS AND SMALL BUSINESS

MARKET RESEARCH SERIES

Material contained herein made available to the public Phone +972 (77) 52.55.412 ∙ Fax +972 (9) 76.77.412 ∙ http://www.asparna.com

Is Data Privacy an important
issue to you? (TRUSTe, 6-2012)

A REALLY
ONLINE PRIVACY IMPORTANT
issue I think
about
OFTEN
“94% of US online adults 55%

worry about their privacy A SOMEWHAT
important
online” issue I think
about
SOMETIMES
Not much of
39%
an issue, I
hardly ever
think about it
6%

TRUSTe.org and Harris Interactive, June 2012. US Consumer Data Privacy Study (2,000 U.S. online adults)

Privacy concerns are up from
2011 (TRUSTe, Apr 2012)

PRIVACY CONCERNS More
concerned
ARE ON THE RISE than last
year
60%
60% of US online adults are
more worried about their
privacy online
Just as
concerned
Less 37%
concerned
than last year
3%


My personal information online is at Risk
(meinungsraum, Jun 2011, n=5,778)

ONLINE PERSONAL
Yes
INFORMATION
AT RISK
71%

71% of Internet users across
North American and Europe
consider their personal
information to be at risk online

No Unlikely Likely
5% 6% 19%

Meinungsraum (Germany), Jan 2011. Privacy Survey 2011 | 5,778 USA + Europe online adults

Privacy Concerns among Mobile
Internet users (GSMA, Sep 2011)
100%
92%
90%
81%
MOBILE INTERNET 80% 76%

PRIVACY CONCERNS 70%
60%
50%
Over 80% of US Mobile 40%

adults are Concerned over 30%
20%
mobile-internet privacy
10%
0%
Concerned about apps Very selective who they Believe that
collecting their personal give personal info due to safeguarding their
info w/o consent privacy concerns personal info is Very
important

GSM Association, Sep 2011. Privacy is a Significant Concern to Mobile Users | 4,121 USA + EUROPE Mobile adults

Decided to not install App due
to Privacy concerns
ACTED
ACTING ON
CONCERNS 55,242,000
54%

“54% decided to
not install Apps
due to privacy concerns”
Not acted

47,058,000
46%


Uninstalled pre-installed App
due to Privacy concerns

ACTING ON ACTED
CONCERNS
30,690,000
30% of Mobile users have 30%

uninstalled pre-configured
Apps on their Smartphones
Not acted
due to privacy concerns
71,610,000
70%


Use of Mobile Internet on Mobile
platforms (GSMA, Sep 2011)

ACTING ON NOT USING
due to
CONCERNS PRIVACY
CONCERNS
48%
48% of US Mobile adults
did not use their Mobile USE but want
BETTER
Internet in 2011 due to SAFEGUARDS
26%
privacy concerns USE and
DON'T MIND
PRIVACY
26%


Consumers Take a Range of Actions to
Protect Themselves Online
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Refuse to allow companies sharing w/ 3rd parties
ACTING ON Opt out of Online Behavioral Advertising
76%
50%
CONCERNS Check for certification or seal of privacy
49%
Check for website privacy statement
46%
In the current online world of Read the website privacy statement
40%
Web-based cloud services, Manually delete cookies, cache or browsing histories
79%
Automatically delete cookies, cache or browsing…
Consumers are pro-active 67%
Install browser Privacy-Addons
to self-protect themselves 64%
Understand / aware of Online Behavioral Advertising
83%
Do not trust my App-Store with my Privacy
37%

2010 2011 2012

TRUSTe and Harris Interactive, Jun 2012. US Consumer Privacy Attitudes & Business Implications | 1,033 USA consumers

Responsibility of different actors to protect Privacy (Jun 2011)
Wholly A lot

90%
80%

WHO DO 70%
36%
60%
CONSUMERS SEE AS 50%
44% 44%
40% 39% 40% 40% 36%
RESPONSIBLE? 40%
38% 31%

30%
Consumers see mainly themselves and 20% 45%
34% 33% 31% 31% 30% 29% 31%
their friends as responsible for privacy. 27% 28%
10%
Next, they would relay responsibility to 0%
web technologies or companies, and only
eventually to governments.

Person-centric + friends Web / Cloud Gov’

TRUSTe and Harris Interactive, Jun 2011. US Consumer Privacy Attitudes & Business Implications | 1,004 USA consumers

SIMILAR
ACROSS

users have severe concerns
over specific privacy subjects
74% - 89% of Mobile Internet
PRIVACY CONCERNS
SUBJECTS

0%
100%

10%
20%
30%
40%
50%
60%
70%
80%
90%

KNOW WHEN personal info is
SHARED, 89%

WANT TO TURN OFF sharing
personal info, 89%

BE ABLE TO PERMIT sharing
personal info, 89%

KNOW IF personal info is
COLLECTED, 74%

CONCERNED WHEN personal info is
COLLECTED, 82%

KNOW WHAT personal info is
COLLECTED, 79%

ACTIVELY VERY SELECTIVE in who
they provide it to, 76%
Privacy Concerns among Mobile
Internet users (GSMA, Sep-2011)

Important to GIVE PERMISSION to
share with 3rd party, 89%

Privacy concern by Age
100% 93%
91%
90% 87%
82%
80%
PRIVACY CONCERN 70%
DEMOGRAPHICS 60%
50%
There are no substantial 40%

age-related differences in 30%
20%
concerns over Online Privacy
10%
0%
Age 18-34 Age 35-44 Age 45-54 Age 55+
2012-03

TRUSTe.org and Harris Interactive, April 2012. TRUSTe Privacy Index – Consumer Confidence ed. (2,415 U.S. online adults)

PRIVACY CONCERN
DEMOGRAPHICS

Consumers in the USA are the
most concerned and Europeans
follow right after, though the EU
as a government is more active.

Meinungsraum (Germany), Jan 2011. Privacy Survey 2011 | 5,778 USA + Europe online adults

PRIVACY CONCERNS
IN FILE SHARING

“A full 70% of small businesses are
concerned about where their data is
stored. Just-over half of all SMBs cite
data privacy as a potential deal
breaker for adopting cloud services.”

Read more on our report SMB File-sharing and sync, 2012 SYMANTEC, 2012. SMB File Sharing Flash poll | 1,325 Global SMBs
SYMANTEC, 2012. State of Information Survey | 4,506 Global SMBs

1. At least 50% of consumers have high/critical
concerns of online privacy.
2. For 60% of consumers, online privacy concerns are
trending higher.
ONLINE PRIVACY
2012 AT A GLANCE 3. Over 4 in 5 individuals are concerned about online
privacy, regardless of age, nationality or type of
specific concern.

High to Critical awareness 4. 30% - 79% of consumers translate their concerns to
translated to Actions in 2012 actions, across all concerns.
5. Perception of responsibility is aligned towards
Elsewhere values more than to web/cloud values.
6. SMBs are highly concerned of data privacy, and over
50% see it as a deal-breaker in cloud solutions.

NEXT: Public opinion as reflected in technology news coverage

Example of dedicated media coverage

Since 2011, the Wall Street Journal
devotes an entire section of its online
magazine to Online Privacy. In “what
they know”, the prominent economical
magazine tracks how badly your online
privacy is revoked on the internet and
features daily articles, webcasts, videos
and even tools to measure your
exposure levels at common websites.

WALL STREET JOURNAL
WHAT THEY KNOW

A valuable lesson from Randi Zuckerberg: Online privacy is complicated
Dec 26, 2012. ZDNet PC
Privacy suit accuses Google, Viacom of feeding 'cookies' to children
Dec 26, 2012. The national Law journal
The following is a selection of headlines of top,
The Gift Of Online Privacy
prominent national newspapers and blogs read Dec 25, 2012. Tech Crunch
in North America by at least 1M people. Policy and privacy: Five reasons why 2012 mattered
Dec 24, 2012. C|NET.com
The picture portrayed in the media is that the Websites Vary Prices, Deals Based on Users' Information
Dec 24, 2012. Wall Street Journal
internet is not safe; that your privacy is the new Consumer privacy is the number one concern of Internet users
currency in which you pay for your services Dec 23, 2012. Center for Democracy
2012 in Review: A Year in Digital Freedom
online ; that servers keep and store your data Dec 22, 2012. Electronic Frontier Foundation
for years; that human mistakes in privacy are Editorial Quick Hits: Protect online privacy
Dec 22, 2012. Detroit Times
kept forever; and that companies sell your data
Experimenting with Your Privacy, Facebook Begins Selling Your Inbox
and privacy by the pound. Dec 22, 2012. Electronic Frontier Foundation
Privacy worries go way beyond emails
Dec 21, 2012. CNN
Canada: Data Privacy Online
NEWS FOR ONLINE PRIVACY Dec 20, 2012. Canadian Bar Association
We need standard disclosure for Online Privacy. Here’s How.
WEEK OF DEC 19-26, 2012 Dec 19, 2012. ZDNet PC Magazine
Why the Web Is Freaking Out Over Instagram’s New Terms of Service
Dec 19, 2012. Wall Street Journal
FTC beefing up rules for protecting kids’ Privacy Online
Dec 19, 2012. ZDNet PC Magazine

EXAMPLES OF
MEDIA COVERAGE
Online Privacy is tracked daily by
all major news outlets and
agencies.

As a search term, Online Privacy
is 10x more widespread than
Cloud Computing.

“Never has privacy been more important than today,
in the age of the internet, the world wide web and
smartphones.
…
Much of this innovation is enabled by novel uses of
personal information. So it is incumbent on us to do
what we have done throughout history: apply our
timeless privacy values to the new technologies and
circumstances of our times
…
One thing should be clear, even though we live in a
world in which we share personal information more
freely than in the past, we must reject the conclusion
that privacy is an outmoded value: it has been at
the heart of our democracy from its inception, and
we need it now more than ever.”

BARACK OBAMA
CONSUMER PRIVACY BILL OF RIGHTS

White House, Feb 2012. Consumer data privacy in a Networked World – Framework for Protecting Privacy and Promoting Innovation

ONLINE PRIVACY PREDICTIONS FOR 2013
FJORD CONSULTING HTTP://WWW.SLIDESHARE.NET/FJORDNET/FJORD-TRENDS-2013

Huffington Post, Dec 12, 2012. Fjord predicts: 2013 digital trends

FJORD CONSULTING HTTP://WWW.SLIDESHARE.NET/FJORDNET/FJORD-TRENDS-2013

THE GUARDIAN, UK HTTP://WWW.GUARDIAN.CO.UK/MEDIA-NETWORK/MEDIA-NETWORK-BLOG/2012/DEC/21/DATA-PRIVACY-2013-PREDICTIONS

1. Data privacy gets personal The issues around personal
data privacy are also leaking into the corporate environment … As
data privacy gets personal and as organisations fight to protect
their data assets, the onus will increasingly be on the individual to
ensure they too are doing all they can to keep their sensitive
information and privacy intact, wherever they are broadcasting it
from and to.
2. The rise of new technology
3. Getting global As previously untouched parts of the world
are reached through wireless technology, more people from more
places will be sharing their data online in 2013. The charge for
data privacy and security needs to be a priority across the globe as
technology spreads.
4. Tooling up There's no such thing as standing still when
it comes to avoiding data breaches and ensuring data privacy
standards are upheld. If you're not moving forward then you're
falling behind. 2013 looks set to be another big year for data
security.

MORE ONLINE PRIVACY PREDICTIONS FOR 2013

PRIVACY PROBLEMS: Because consumers are climbing on board with
Forbes personalization, they should expect to see more of the general information
they share online used by companies. Everything from age, geography and life
http://www.forbes.com/sites/gyro/2012/12/24/10-e-commerce-predictions-for-2013/
stage, incorporating social profiles (e.g., married versus single) is predicted to
play a part in offering a more relevant, more valuable e-commerce
experience.

Privacy and cyber-security are two topic areas that will continue to be hot
SC Magazine topics in 2013. Several privacy-related topics are garnering
interest such as Differential Privacy and Do Not Track (DNT), among others.
http://www.scmagazine.com/outlook-for-mobile/article/274057/
To state the obvious, privacy will be a super-important topic area in 2013.

Gizmodo editorial "To me I think the biggest issue is going to be privacy," says Barrett, "and
how we live private lives in this age when social media really is almost a utility
http://www.marketplace.org/topics/tech/online-privacy-2013-and-trading-old-school-
correspondence-lettrscom
at this point. … We’re past the honeymoon phase a little bit. We started out
with these things that were free services, that are great [in] that [they]
connect us --- and now the bill's coming due. We’re going to have to be a
much more educated digital populace if we want to protect those things that
we would rather keep private."

… MORE ONLINE PRIVACY PREDICTIONS FOR 2013

Companies digest government’s view on Privacy: That’s not to say
Search engine watch we don’t still have significant work ahead to protect our children and personal
information, but at least the industry has come to terms with understanding
http://searchenginewatch.com/article/2232475/2012-Analytics-Year-in-Review-
Predictions-for-2013
the regulative/legislative values and aren’t panicking anymore. Governments
and solution providers are working on very creative solutions that should
provide a nice compromise for 2013.

Privacy concerns about information stored on BYOD devices will gain higher
CMS Wire profile in 2013. Employees who get burned [sic] by having
personal information wiped from their "personal" devices by employers will
http://www.cmswire.com/cms/social-business/2013-predictions-the-changing-needs-of-
the-mobile-social-business-018845.php
start to understand the complexity of BYOD.

Privacy and the Digital Trail. The information about our
Forrester research activities and movements can be misused. That is part of a trade-off (of using
these online services), but at the moment it's a trade-off we can't measure
http://www.digitaltrends.com/mobile/the-free-ride-is-over-get-ready-for-mobile-
advertising-overload-in-2013/
easily. To a large extent we don't know what information is being collected
about us, we don't know if it's correct, and we don't know how to fix what
might be wrong.

Dax Asparna Ltd

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• Data Privacy Month (USA Educational System) is an annual • While lawmakers were caving to special interests, however, 5827097
effort to empower people to protect their privacy and they cut from the legislative package language requiring • I remain highly concerned about privacy, it's alleged
control their digital footprint, as well as escalate the the authorities to get a warrant to read your e-mail or absence in the U.S. Constitution … and how it's been
protection of privacy and data as everyone's priority. other data stored in the cloud. steadily taken away from us in the era of the web and
http://www.educause.edu/focus-areas-and- http://www.wired.com/threatlevel/2012/12/congress- social media. http://cloudcomputing.sys-
initiatives/policy-and-security/educause- caves-privacy/ con.com/node/2496774
policy/community-engagement/data-privacy-month • Dropbox has come under fire for claims it made about • The 7 biggest privacy offenders: Facebook, Gmail, MSN
• A cloud computing survey from Microsoft found that a exactly who has access to your files. Live, Skype, Twitter, Dropbox, Google+ [infographics]
chief concern of potential SMB cloud customers is the http://www.macworld.com/article/1159370/dropbox_sec http://coolcatteacher.visibli.com/share/bh6H04
security and privacy of their data. A full 70% of small urity.html • International Data Privacy Law (Oxford) has a global focus
businesses are concerned about where their data is • When you upload or otherwise submit content to our on all aspects of privacy and data protection, including
stored. Just-over half of all SMBs cite data privacy as a Services, you give Google (and those we work with) a data processing at a company level, international data
potential deal breaker for adopting cloud services. And worldwide license to use, host, store, reproduce, modify, transfers, civil liberties issues, technology issues relating to
only 36% of businesses think their data is as or more create derivative works (such as those resulting from privacy, international security breaches, and conflicts
secure in the cloud than their current on premises solution translations, adaptations or other changes we make so between US privacy rules and European data protection
http://www.cloudtweaks.com/2012/08/cloud-infographic- that your content works better with our law. http://idpl.oxfordjournals.org/
cloud-control-and-file-sharing/ Services),communicate, publish, publicly perform, publicly
• back-to-back announcements from the California Attorney display and distribute such content. • Transactions on Data Privacy (UNESCO) is to provide an
General and the White House give me some hope that we http://www.theverge.com/2012/4/25/2973849/google- international forum for researchers on all topics related to
may finally be entering a period where people can have at drive-terms-privacy-data-skydrive-dropbox-icloud data privacy technologies http://www.tdp.cat/
least some control over their personal information. • 81 percent of IT professionals express security concerns
http://www.forbes.com/sites/larrymagid/2012/02/23/is- when moving data to the cloud, according to a recent
online-privacy-finally-becoming-a-reality/ survey conducted by GreenSQL.
• From gun-toting, on-the-lam tech giants to flying drones http://www.greensql.com/content/greensql-october-
and internet uprisings, these are the privacy and security survey-shows-81-it-professionals-have-security-concerns-
stories that dominated Threat Level in 2012. when-moving-data-cl
http://www.wired.com/threatlevel/2012/12/2012-year-in- • Facebook shares fell Friday after a report said its photo-
review/ sharing app Instagram had lost millions of users following
• Let’s break down the privacy debate ... at the core of the release of planned policy changes … that appeared to
consumer’s objections is the fact that someone is making clear the way for the mobile photo sharing service to sell
money off of them. pictures without compensation, amid protests from
http://www.forbes.com/sites/realspin/2012/03/26/the- users.http://uk.news-
economics-of-online-privacy/ republic.com/Web/ArticleWeb.aspx?regionid=4&articleid=

REFERENCE RESEARCH SOURCES
READ MORE ON HTTP://WWW.ASPARNA.COM AND OUR
NEWS FEED ON HTTP://WWW.ASPARNA.COM/INTERNET-PRIVACY-NEWS

TRENDS, AWARENESS & ACTIONS TAKEN
How important is Data Privacy to you? 2,000 US Adult internet users
Privacy trend: concerns up from 2011 2,000 US Adult internet users
My personal information online is at risk 5,778 US + Europe internet users
Users deciding to not install Apps due to Privacy 2,000 US Adult internet users
Users deciding to uninstall Apps due to Privacy 2,000 US Adult internet users
Users avoiding mobile internet usage in 2011 4,121 US + Europe mobile internet users
Consumers take a range of actions 1,033 US internet users
Whose responsibility is it to protect online privacy? 1,004 US internet users
Privacy concerns among mobile Internet users 4,121 US + Europe mobile internet users
Privacy concerns by consumer age 2,415 US internet users
Concerns about privacy, personal info & reputation 5,778 US + Europe internet users
Privacy concerns in File Sharing 5,831 file-sharing users in Global SMBs

Online Data Privacy Concerns Rise

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