TRUSTe Internet of Things Privacy Index

It is predicted that there will be 26 billion connected devices worldwide by 2020, however only half (47%) of British internet users know that smart devices such as smart TVs, fitness devices and in-car navigation systems can collect data about their personal activities according to an Ipsos survey for TRUSTe.

Key findings are as follows:

• 6 out of 10 (59%) US internet users know that smart devices such as smart TVs, fitness devices and in-car navigation systems can collect data about their personal activities.
• In the US, slightly more than one in five (22%) agreed that the benefits of smart devices outweighed any privacy concerns and only 14% would be comfortable with advertising companies accessing this data.
• Just under half (47%) of British internet users know that smart devices such as smart TVs, fitness devices and in-car navigation systems can collect data about their personal activities.
• In GB, less than one in five people (18%) agreed that the benefits of smart devices outweighed any privacy concerns, and only 7% would be comfortable with advertising companies accessing this data.

Downloads

• Download the GB Survey topline (PDF)
• Download the GB computer tables (PDF)
• Download the US Survey topline (PDF)
• Download the US computer tables (PDF)

Technical note

The The 'TRUSTe Internet of Things Privacy Index - GB Edition' was conducted on i:omnibus, Ipsos’s online omnibus, between 14-17 February 2014 involving 2,005 adults aged 16-75 in Great Britain. The survey data was weighted to the known population profile to be nationally representative of adults aged 16-75 in Great Britain. The The 'TRUSTe Internet of Things Privacy Index - US Edition' research was conducted on i:omnibus, Ipsos’s online omnibus, between February 14-17 2014 involving 2,000 adults aged 18-75 across the U.S. The survey data was weighted to the known population profile to be nationally representative of adults aged 18-75 in the U.S.