2014 INTERNET OF THINGS EDITION

TRUSTe PRIVACY INDEX

DATA EXPLOSION

CONSUMER UNDERSTANDING

OF DATA COLLECTION THROUGH SMART DEVICES

CONSUMER ATTITUDES

TO DATA COLLECTION THROUGH SMART DEVICES

SMART DEVICES CIRCLE OF TRUST

TRUST

PRIVACY CONCERNS

POTENTIAL BARRIER TO GROWTH OF IOT MARKET

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All finding are from a survey conducted by Ipsos MORI on behalf of TRUSTe, (February 2014) unless otherwise stated.

63% Spouse/Significant Other

41% Close Friends

14% Government

40% Health Professionals

30% Police

28% Insurance Companies

22% Supermarkets

26% Boss

20% Energy Companies

14% Ad Companies

of US internet users know that smart devices can collect information about their personal activities

Between now until 2020, the digital universewill double every two years1.

59%

22%

85%would WANT TO UNDERSTAND more about databeing collected before using smart devices

88%would WANT TO CONTROL the databeing collected through smart devices

83%were CONCERNED ABOUT THE IDEA of information collected by smart devices

87%are CONCERNED ABOUT THE TYPE of information collected through smart devices

felt that the benefits of smart devicesout–weighed any privacy concerns

Who are we comfortable sharing personal data from smart devices with?

By 2020, it’s predicted there will be

26 billion connected devices around the world

IoT growth will result in $1.9 trillion in economic benefit and value.2

compared with 7.3 billionsmartphones, tablets

and PCs combined.2

1 IDC2 Gartner