The growth in internet usage, both in the workplace and for personal use has seen a rise in the risks to privacy online. Cookies, viruses and software which tracks and monitors internet activity are now commonplace hazards when using the internet. This section examines respondents' feelings of security when using the internet, and provides an indication of the measures respondents are taking to protect their privacy online.
Sixty five percent of respondents reported using the internet once a week or more often. This is up from 51% in 2001. The internet is more likely to be used by males (69% cf. 61% females) younger respondents (82% of 18-24 year old respondents cf. 48% of respondents aged over 50), those with higher levels of education (84% of respondents with a degree cf. 42% who left school after year 10), and amongst respondents who work (78% cf. 40% of non workers).
Two thirds of respondents reported having internet access at home.
Six in ten respondents (62%) have more concerns about the security of their personal details than usual when using the internet. This level of concern has risen since the 2001 study.
The level of concern was similar across all subgroups.
GENERALLY, when dealing over the internet, would you say you have MORE CONCERNS about the security of your personal details than usual, FEWER concerns or about the same?
Consistent with these changes in concern over time, two in three (67%) respondents reported having more concerns now than two years ago (7% less concerned, 23% about the same).
Two thirds (67%) of respondents reported that they at some point had read the privacy policy attached to an internet site. This is an increase from 55% in 2001.
Respondents who claimed to have a lot or an adequate amount of knowledge about how to protect their privacy were more likely to have read a privacy policy online (74%). Interestingly, respondents who claim to have more concerns about the security of their personal information online were no more likely (68%) to have read a privacy policy than those with fewer concerns, or about the same level of concern (66% and 67% respectively).
Those who have read a privacy policy were asked what impact this had on their attitude towards the website. Although it remains the most commonly reported impact, feeling more confident and secure about using the site was only reported by 14% of respondents (cf. 18% in 2001).
What impact, if any, did seeing or reading these privacy policies have upon your attitude towards the site?
| Impact | 2001 n=780 (%) | 2004 n=983 (%) |
|---|---|---|
| Feel more confident/ Comfortable/ Secure about using the site | 18 | 14 |
| Made me more cautious/ Aware when using the internet generally | 4 | 6 |
| Still apprehensive about sites that have them/ don't trust them/ Not convinced | 2 | 5 |
| Helps me decide whether to use the site or not | 1 | 4 |
| It's a good idea/ I approve of the privacy policy/ They are doing the right thing/ Prefer to see it on sites | 6 | 4 |
| Too long/ Too complicated to read | 2 | 4 |
| Appear more honest/ Trustworthy/ Responsible/ Legitimate | 3 | 3 |
| Other | 10 | 2 |
| Can't say | 5 | 3 |
| None/ No impact | 54 | 26 |
There are several things consumers can do to protect their privacy online. This section examines the behaviour of respondents online to protect their privacy.
Rejecting cookies was measured in two ways in the 2004 study, those who have ever rejected cookies, and those who currently have their web browser set to reject cookies. Forty eight percent of respondents claim that they have ever rejected cookies. This is higher than the 41% of respondents who currently have their web browser set to reject cookies (29% not set, 31% unsure or don't know what cookies are). This is a large increase from the 2001 study, where 27% had their browser set to reject cookies (38% not set, 34% unsure or don't know what cookies are).
Males were more likely to have their browser set to reject cookies (43%) than females (38%), and respondents with more concerns about the security of their personal information online were marginally more likely to reject cookies (43%) than average (41%).
Three in ten respondents admitted to having providing false information when filling out a form online. Younger respondents were far more likely to have behaved in this manner, with 53% of 18-24 year old respondents saying they did this (cf. 40% of 25-34 year olds, 25% of 35-49 year olds and 14% of respondents over 50).
There are a number of measures that a PC owner can take to protect their privacy online. While more than 80% regularly update antivirus software, less than half of respondents took any other measures to protect their privacy on their home PC.
Which of the following do you currently have on your home computer?
Base -2004 Total have home computer n=1,001
The following trends were evident in the data:
^top : Last Updated : 27 October 2004