Germany

78%

France

36%

France

71%

434

France

COOKIES – COMPANY USE AND CONSUMER AWARENESS

CONSUMER PRIVACY CONCERNS AND IMPACT

Top 50 Websites1

EU COOKIE COMPLIANCE, TRACKING AND CONSUMER AWARENESS EDITION

TRUSTe PRIVACY INDEX

Total 3rd Party Cookies Found Across Homepages

319

Great Britain

27% 18%

Consumer Concern2

Consumer Awareness2 Aware of what internet browser cookies are

Concerned about their online privacy

Engagement Impact2 Have stopped visiting a website because of privacy concerns

3rd Party Cookie Averages France: 9 per homepage

Germany: 6 per homepage

Great Britain: 8 per homepage

Netherlands: 5 per homepage

France

Germany

Germany Germany

59%Great Britain

81%

33%62%

Cookie Origin1

53% 47%

3rd party

Cookie Persistency1

Persistent

Session-based

22%

78%1st party

406

Great Britain

237Netherlands

Netherlands

86%

NetherlandsGreat Britain

69%

Netherlands

48%

CONSUMER PRIVACY EXPECTATIONS AND COMPANY PRACTICES

PRIVACY SOLUTIONS

Germany

49%82%

Germany

53% 62%

Netherlands

Cookie Compliance Expectations2 Expect companies to comply with the EU Cookie Directive

France

44%France

Engagement Impact2 Plan to only visit websites of companies who comply

Netherlands

32%

Great Britain

12%

Company Compliance Actions3 Websites with robust compliance solutions

for the EU Cookie Directive

France Germany

0% 0%

GermanyFrance

57% 49%Netherlands

57%Great Britain

Trustmark Impact2

Impact of EDAA Program on Consumer Attitudes Towards Advertisers4

Would trust a website more if it has a certification or seal

Trustmark Awareness4

TRUSTe has the #1 trust seal

Impact on FeelingsTowards the Advertiser 48% 32% 10%7%

3%

Much Less Positive Somewhat Less Positive No Impact Somewhat More Positive Much More Positive

AdChoices

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Ad Choices

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EU: +44 (0) 203 626 0109 www.truste.eu | US: 888.878.7830 www.truste.com © TRUSTe, Inc. 2012 All Rights Reserved.

Research Sources:1 - TRUSTe Website Tracker Analysis, Top 50 Sites, October 2012 – DE, FR, GB, NL2 - Ipsos MORI Survey, 4,000 Adults, October 2012 – DE, FR, GB, NL3 - TRUSTe EU Cookie Directive Compliance Analysis, Top 50 Sites, October 2012 - DE, FR, GB, NL4 - Harris Interactive Survey, 1027 Adults, June 2012 – United Kingdom

76%

Great Britain Great Britain

33%Netherlands

37%

62%

42%

The average privacy policy lengthacross top English, French, Dutch, and

German sites is 2,323 words.

This means the average privacy policytakes 10 minutes to read!

50%31% 23% 18%