Melissa Hoffmann

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.

They may be our neighbors to the north, but Canadians' smartphone habits show that they are different from Americans in more than just their abiding love of the French language, hockey and snow.

While Americans are busy checking the weather and sports scores, Canadians are more likely to use their smartphones for emailing.

It’s not Google Glass’ nerdy aesthetics, somewhat douchey reputation or lofty price tag that will prevent a whopping 72 percent of Americans from donning the headset of the future -- it’s concerns about privacy and safety.

A new study from market research firm Toluna found that privacy worries are a major stumbling block for Google Glass, with two in five consumers citing concerns such as the potential for hackers to access private data, the ease with which others could record their actions without their knowledge and the potential for private actions to become public.

“Google Glass is not yet available on the open market, although it is clear that a high proportion of individuals have concerns about the potential impact on their privacy, said Mark Simon, Toluna’s North American managing director. “This is something Google and other tech companies using the technology should address before the product can become mainstream.”