Consumers’ Top Privacy Concerns = Data Selling / Storage / Access / Being Identified Individually... Rate Level of Privacy Concerns Across Each of the Following Ways Companies Interact with Personal Data, n = 2,062 (These percentages reflect all respondents who rated their privacy concerns on a 1-5 scale, with 5 = Extremely Concerned, 4 = Very Concerned, etc.) If / Where they sell my data 78% Where they keep my data 73% How they identify me as an individual 68% How long they have my data 67% Who sees and analyzes the data 67% How a company gets my data 66% When and how I opted into sharing 61% How they use data to personalize marketing 59% How they use data to provide customer support 54% How they use data to improve or innovate 53% How they identify me as a group 52% Source: Altimeter Group, “Consumer Perceptions in the Internet of Things”, 2015. n = 2,062 respondents. KPCB INTERNET TRENDS 2016 | PAGE 210