eTRUST INTERNET PRIVACY STUDY
Summary of Market Survey Results prepared for eTRUST
By The Boston Consulting Group Two Embarcadero Center San Francisco, California 94111 telephone: 415-732-8000 e-mail: etrust.study@bcg.com March 12, 1997
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Summary of Market Survey Results prepared for eTRUST By The Boston Consulting Group Two Embarcadero Center San Francisco, California 94111 telephone: 415-732-8000 e-mail: etrust.study@bcg.com March 12, 1997
PROLOGUE
PRIVACY IS A MAJOR CONCERN ON THE INTERNET To a Greater Extent Than in the Physical World
PRIVACY IS AN IMPORTANT ELEMENT OF CONSUMER TRUST Trust Spans Issues of Privacy, Security and Authentication
SUMMARY OF KEY FINDINGS (I) Consumer and Merchant Perspectives on Privacy
SUMMARY OF KEY FINDINGS (II) Consumer and Merchant Perspectives on Privacy
CONSUMERS’ PRIVACY CONCERNS ARE LIMITING INTERNET ACTIVITY AND THE GROWTH OF E-COMMERCE
PRIVACY IS A CONSISTENT, SIGNIFICANT CONCERN FOR INTERNET CONSUMERS
PRIVACY IS AN ISSUE ACROSS ALL AGES AND INCOMES
A LARGE PROPORTION OF CONSUMERS SEE SECURITY AND PRIVACY AS OVERLAPPING ISSUES
CONSUMERS INDICATE PRIVACY ASSURANCE HAS GREATER VALUE THAN DISCLOSURE ALONE (I)
CONSUMERS INDICATE PRIVACY ASSURANCE HAS GREATER VALUE THAN DISCLOSURE ALONE (II)
CONSUMER WILLINGNESS TO DISCLOSE VARIES WITH TYPE OF INFORMATION AND KIND OF BUSINESS
CONSUMERS ARE LESS WILLING TO DISCLOSE PERSONAL INFORMATION TO UNFAMILIAR COMPANIES
MOST WEB SITES TODAY REPRESENT SMALLER, LESS WELL KNOWN COMPANIES
DISCLOSURE OF PRIVACY PRACTICES INCREASES CONSUMER COMFORT IN GIVING INFORMATION Levels the Playing Field For Companies with Low Brand Recognition
PRIVACY ASSURANCE IS LIKELY TO BOLSTER E-COMMERCE Consumers Want to Know That Their Information Will Be Treated Responsibly
PRIVACY ASSURANCE COULD HAVE UP TO A $6 BILLION IMPACT ON E-COMMERCE BY 2000 If Privacy Programs Are Adopted by Commerce Sites(1)
MERCHANTS SURVEYED EXPRESS INTEREST IN AN INTERNET PRIVACY ASSURANCE PROGRAM But Level of Interest Varies With Size of Firm
SMALL AND MEDIUM-SIZED COMPANIES HAVE THE GREATEST INTEREST IN PRIVACY ASSURANCE
PRIVACY ASSURANCE PERCEIVED PRIMARILY AS OFFERING BROAD SOCIAL BENEFITS Businesses Also Foresee Some Direct Economic Benefits
SUMMARY (I)
SUMMARY (II)
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