Findings from Altimeter’s Consumer Perceptions of Privacy in the Internet of Things (IoT) study indicate that “successful brands will do better at communication, education and consumer engagement” on privacy and data security information, the Future of Privacy Forum reports. The study indicates “40 percent of consumers still have little understanding” regarding cookies, while “87 percent of surveyed consumers had never even heard” of the IoT. However, fear that personal data is being sold tops the list of customer disquiet, the report states. The Altimeter study raises concerns about consumer trust, stating the IOT industry has “an existential imperative to foster trust with consumers, for risk of failure, security compromise, customer safety and ethical responsibility.”
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