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TRUSTe Research Shows Sharp Increase In Mobile Privacy Concerns: 66 Percent Of Smartphone Users Worry More Than A Year Ago

Nearly all British internet users (96 percent) wanted the ability to control who can collect their personal information and who can track their activities online - now a legal requirement under the EU Cookie Directive, which has been enforced in the UK since May 2012.

Danilo Labovic EU Managing Director, for TRUSTe said:

"The introduction of the EU Cookie Directive helped in raising awareness as to how consumers can gain transparency and control over online tracking and as a result, many UK websites have taken steps to comply with the Directive. Nevertheless, TRUSTe research shows that British consumer privacy concerns remain high. With e-commerce booming and mobile phones predicted to overtake PCs as the most popular way to get online, it's clear that privacy and in particular mobile privacy is the latest red-hot issue for consumers and must be a priority for businesses this year.

Whether you run an e-commerce website or a mobile app, you cannot succeed without the trust of your users. As a Data Privacy Day Champion we will continue to highlight to businesses that they should take consumer privacy concerns seriously and take decisive action to increase consumer confidence online."

For a copy of the Consumer Confidence Index for Great Britain click here. In addition, TRUSTe will release its 2013 US Consumer Confidence Index today at 0600 PST/ 1400 GMT after which time it will be available if you  click here. Further details about TRUSTe can be found at

Notes to Editors

1    TRUSTe is the leading global provider of online data privacy management solutions, offering a broad suite of technologies and certifications to help companies build trust and increase engagement across their online channels, including websites, mobile apps, advertising, and cloud services. More than 5,000 companies, including top international brands like Apple, eBay, LinkedIn and Microsoft, rely on TRUSTe to build trust and address evolving and complex privacy challenges. TRUSTe® Certified Privacy Seal is widely recognised and trusted by millions of consumers worldwide as a sign of responsible privacy practices. For more information, please visit

2    The  2013 Great Britain Consumer Confidence Index was conducted online by Ipsos MORI on behalf of TRUSTe among a total of 2,006 adults aged 16-75 in Great Britain from 4 - 8 January 2013 via its Online iOmnibus Survey. The survey data were weighted by age, gender, region, social grade, working status and education to be nationally representative of online GB adults aged 16-75 

3    The  2012 Great Britain Consumer Confidence Index was conducted online by Harris Interactive on behalf of TRUSTe among a total of 2,012 adults aged 16 and older within Great Britain from February 28 - March 7, 2012.

4    Now in its sixth year, Data Privacy Day commemorates the signing in 1981 of the first legally binding international treaty dealing with privacy and data protection and is an extension of the Data Protection Day celebration in Europe that takes place on 28 January each year. For information about Data Privacy Day 2013 and details of events see: or contact

5    For TRUSTe UK media enquiries and interview requests please contact Eleanor Treharne-Jones at The Conversation Co. on +44(0)7811-093648 or +44(0)20-7812-0664 or e-mail


Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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