American consumers are concerned about sharing their personal information online and off, and have slightly higher confidence levels in business than government to protect their information or set appropriate privacy standards. We recognize business has a significant role to play in helping consumers understand the choices they have, which is the driving force behind the formation of the Privacy Leadership Initiative. And part of the solution is to help both consumers and businesses get smarter about online and offline privacy. Consumers are not using existing tools and technologies to protect their privacy.
Consumers have mixed opinions about the benefits of personalization.
Of those that say they value personalization many still would not exchange personal information for that benefit. These findings challenge business leaders to step up their efforts to educate consumers about how they protect consumer's personal information and how consumers can protect themselves. It also suggests that businesses must do a better job of demonstrating the benefits of this information exchange. But history also suggests that most consumers want access to the benefits of the information-based marketplace, such as instant credit, discount coupons and products appropriate to a particular lifestyle. Information sharing based on informed choice and real protection works to benefit all parties over time, but first we must help consumers understand the steps they can take today to protect their information and demonstrate available privacy-protection tools.