Conclusions


Privacy opinion polls can be valuable monitors of public perceptions of a range of topics. For a complex issue like online privacy, though, polls are highly limited in the utility of the information they provide to society. Business should work with pollsters to craft studies that better explain the complexities of online privacy and investigate a range of solutions to the issues. Polls do not serve society if they only simplify complex issues in order to make clear (if erroneous) points.

Table 9-2: Results of specific measurements of online privacy
     

Measurement

Responses

Online privacy

Privacy on the Internet

7

Levels of concern

30-50% very concerned; 79-83% concerned

 

Privacy as ability to personally Control over who gets information

8

Degree of importance, risk, comfort level,

75-84% extremely important; 50% uncomfortable over who gets information; 75% see as a risk

 

Web site sharing information

6

Level of concern/comfort/invasion of privacy

65-89% consider violation of privacy; 50-84% concerned; 92% uncomfortable

 

Privacy as ability to have Control over collection of information

4

Degree of importance

69-74% view as extremely important

 

Privacy: information that can be stolen

4

Level of risk or worry

43-70% worried/extremely worried; 69% see as a risk

 

Government access/monitoring

4

Support or oppose

65-74% oppose

 

Online buying is a threat to privacy

4

Level Agreement/ risk

41-72% agree/extremely agree; 70% see as a risk

 

Cookies are an invasion of privacy

1

Level of agreement

19% agree

 

Right of privacy

1

Degree to which is essential

81% say essential

Types of Information collected

Financial records/credit card information

7

Level of concern

64-84% concerned/very concerned

 

Web tracking

5

Level of comfort/violation

95% uncomfortable; 43-67% agree is violation

 

Health records

2

Level of concern

47-65% concerned/very concerned

 

Directory info home/phone

1

Level of concern

51-54% very concerned

 

SSN

1

Level of concern

75% very concerned

Protection

Govt should pass laws to protect online privacy

8

Level of agreement

57-87% agree

 

Current laws protect consumers

6

Level of agreement

38-63% disagree *

 

Violators should be disciplined

1

Level of agreement

94% agree

 

Opt-in

4

Support or oppose

78-88% support*

 

Websites should disclose policies

1

Level of agreement

93% agree

 

Consumer Education better than law

1

Level of agreement

71% agree

*increase in disagreement over time




Contemporary Research in E-marketing (Vol. 1)
Agility and Discipline Made Easy: Practices from OpenUP and RUP
ISBN: B004V9MS42
EAN: 2147483647
Year: 2003
Pages: 164

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