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| Research Update: Trust is key

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The November 2010 Data Tracker survey, conducted by fast.MAP, shows that online consumers are more likely to shop on sites that are easy to use, have obvious security features and a name they trust.

MarketingWeek reports that while nearly a quarter of consumers experienced a data breach within the past six months, 25 percent are "highly confident" their personal details will be safe with companies fitting those criteria. "Trust, a clear privacy policy and necessity prompt about 40 percent of consumers to divulge their personal details," says David Cole of fast.MAP.

DMA Director Chris Combemale adds, "Consumers are now fully aware of the value and vulnerability of their data, a fact that all too many brands have ignored at their cost."

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