In fact, some already detect greater comfort among their consumers this year as compared to one year ago. Smart cards and digital cash will also be used for electronic commerce. Instead of reentering name, address and credit card information each time a purchase is made at a different Web site, information already stored on the smart card will be transmitted to the merchant electronically, saving steps for the consumer and reducing fraud by automatically validating the consumer's identity. Ensuring Privacy of Personal Information Consumers worry about protecting the privacy of their personal information, as well. More than three-quarters of current users say they would use the Web more if privacy were guaranteed.
Some sites request that new visitors volunteer personal information upon entering the site.
A purchase may trigger the gathering and creation of a customer profile, as Internet retailers need basic personal information in order to deliver a physical good to a customer. Some realize that their information has been sold without their knowledge or consent when they receive unwanted e-mail. Some may see the positive side to data collection and direct marketing the next time they go to buy a book and are presented with suggestions of new releases in keeping with their interests and past purchases. Nevertheless, they want some control over when and how their data are collected and used. In order to empower consumers to have control of their own personal information, the U.S. government is encouraging the private sector to establish codes of conduct and self-regulation.