Consumers Buffeted by Security Hacks Still Don't Understand Data Privacy

Despite of being constantly worried about online security in the wake of numerous data hacks and security breaches among top Web companies and retailers, market research firm Toluna found that people still don’t really understand online privacy and data security.

Three in five consumers (62 percent) said that they are more concerned about online privacy than they have been in the past, and 44 percent of those surveyed feel that they are not in control of their information on the Internet. But even as the White House readies a report on data privacy, Toluna found that there is still some confusion about what online privacy actually means -- even though the rules have been in place for a long time.

Fewer than half of those surveyed characterized their understanding as “good.” About a quarter (26 percent) admitted they know little to nothing about online data use. However, US consumers understand that data can improve their online experiences.

In general, they reported feeling happier about the use of their data online if they were asked for permission first, and a majority (52 percent) said they appreciate the use of targeted advertising. Two-thirds of those surveyed (66 percent) are happy to let brands use their information to serve them relevant discounts and loyalty rewards.