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Majority In US Don’t Know What “Privacy Policy” Really Means

Mostly fun "Web IQ" survey reveals basic misunderstanding.

Greg Sterling on November 25, 2014 at 10:00 am

Most Americans can identify Bill Gates and know that hashtags are associated with Twitter. However less than half of US adults understand that having a privacy policy doesn’t mean all user information is kept confidential.

These survey findings come from a Pew Research “Web IQ” quiz fielded in September among 1,066 adult internet users. The quiz featured a range of questions on internet and technology history literacy.

The mostly fun survey was developed in honor of the web’s 25th anniversary. However it’s worth pointing out that the answer to the privacy question indicates a widespread misperception about what’s happening with personal data. As indicated a majority believed that simply having a privacy policy meant that all their data were confidential.

Here’s the question in isolation:

When a company posts a privacy policy, it ensures that the company keeps confidential all the information it collects on users:
True: 52%
False (correct): 44%
Did not answer: 3%

A privacy specific Pew survey released recently showed that large majorities felt they had lost control of their personal information online. A majority (64 percent) wanted more government regulation of online advertising accordingly.

In terms of the current Web IQ survey, younger and better-educated respondents tended to be more savvy about terms and concepts and get more of the answers right.

About The Author

Greg Sterling

Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.