Only a minority of US consumers have complete trust that companies protect their personal information online, according to the Q2 2012 TRUSTe Privacy Index. And yet a majority of digital marketers say that personalization is fundamental to their online strategy, and a plurality rely on personal data, per an Econsultancy report also released in June, in association with Adobe. 53% of the TRUSTe survey respondents either somewhat (38%) or strongly (15%) disagreed that they fully trust that companies protect their personal information. In the Q1 index, just 41% disagreed with the statement that they trust most companies with their personal information online. The 12% point jump in mistrust from one quarter to the next could be a reflection of growing skepticism among consumers, but could also be due to changes in the wording of the statement respondents were asked to indicate their agreement with. Read the rest at MarketingCharts.
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