"Internet users are more demanding of websites, less trusting and adjusting their behavior in response to... real threats in the online world."
*Source  - Consumer Reports / Princeton Survey Research Assoc. Int'l

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What Does Trust Mean To You?
# Concern Consumer Reports Finding
1 Security 95% of users want to know personal information provided will be kept safe and secure
2 Identity 78% of users want to know who owns the website
3 Privacy 54% of users are more likely to read a sites privacy policy before making a purchase
*Source  - Consumer Reports / Princeton Survey Research Assoc. Int'l