When It Comes to Privacy, U.S. Consumers Reveal Surprising Findings


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Customer Data, Privacy Webinar Scheduled for Oct. 10

CINCINNATI (September 18, 2012) – Research findings LoyaltyOne released
today show that when it comes to privacy, U.S. consumers are still
protecting some of their personal information as much as they do their
social security number.

Of the 1,000 U.S. consumers responding to an online survey, 50% said they’d
be willing to give a trusted company their religious affiliation, 49% their
political affiliation, 49% their sexual orientation, 36% health information,
26% mental health information, 24% browsing history and 15% for both smart
phone location and number of sexual partners. Last on the list is their
social security number at 11%.

Toronto-based LoyaltyOne, a global provider of coalition loyalty, customer
analytics and loyalty services, completed online surveys in July 2012 with
1,000 American respondents. The research is designed to test consumer
attitudes about personal data collection and use by marketers.

Several of the 2012 questions followed up on a 2011 survey and were
structured to measure changes in U.S. consumer sentiments over the past
year. For brands intent on deepening their customer relationships, the
results signal a concerning trend – trust may be eroding.

Some key year-to-year results:

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