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Les sociétés de l'UE en décalage avec les préoccupations des consommateurs pour le suivi en ligne

BRUXELLES, November 15, 2012 /PRNewswire/ --

Une nouvelle étude sur la confidentialité de TRUSTe publiée aujourd'hui montre qu'en Europe les sociétés suivent fortement les comportements en ligne, et que les consommateurs en sont parfaitement conscients mais qu'ils attendent des sites Web qu'ils obtiennent leur permission avant de suivre leur comportement en ligne. Mais malgré l'arrivée de la directive européenne sur les cookies en mai 2011, seule une minorité de sociétés demandent le consentement des utilisateurs avant d'installer des cookies.

L'Indice TRUSTe 2012 EU Consumer Privacy (indice de confidentialité des consommateurs de l'UE 2012) est la première étude à fournir une analyse complète des attitudes actuelles des consommateurs en matière de confidentialité des données et des pratiques des sociétés à travers l'Union européenne. Cette étude complète (menée en ligne via Ipsos MORI's iOmnibus survey en France, en Allemagne, en Grande-Bretagne et aux Pays-Bas) a impliqué 4 000 consommateurs et 200 sites Web de premier plan (répertoriés grâce à la technologie de balayage en profondeur des pisteurs et d'audit des cookies de TRUSTe pour évaluer les 50 plus importants sites Web tels que classés par Alexa.com dans chacun de ces quatre pays).

Voici quelques-uns des principaux résultats :

  • 86 % des répondants aux Pays-Bas connaissaient les cookies des navigateurs Internet contre 81 % en Grande-Bretagne, 78 % en Allemagne et 59 % en France.
  • Les 50 plus importants sites Web français installent près de deux fois plus de cookies tiers (434) que les sites Web néerlandais (237).
  • 71 % des répondants français étaient très préoccupés par leur confidentialité sur Internet contre 69 % des Britanniques, 62 % des Allemands et 48 % des Néerlandais.

Concernant la directive de l'UE sur les cookies, l'étude a montré que :

  • 79 % des répondants néerlandais savaient que la directive de l'UE sur les cookies exigent que les sociétés obtiennent votre permission pour vous suivre en ligne, contre 63 % en Grande-Bretagne, 51 % en Allemagne et 26 % en France.
  • 82 % des Allemands attendent des sociétés qu'elles respectent la directive européenne sur les cookies, tout comme 76 % des Britanniques et 62 % des Néerlandais.
  • 53 % des répondants français attendent des sociétés qu'elles respectent cette directive mais 44 % prévoient de ne consulter que les sites Web des sociétés qui s'y conforment.
  • 12 % des 50 plus importants sites Web britanniques et 32 % des sites Web néerlandais ont pris des mesures pour respecter la directive, avec une fenêtre pop-up, une bannière ou un onglet informant les utilisateurs au sujet des cookies sur le site. Aucun des 50 plus importants sites Web en France ou en Allemagne ne l'a fait.

Le directeur général UE de TRUSTe, Danilo Labovic, a déclaré :

« Cette étude montre qu'il existe un véritable fossé entre les attentes des consommateurs en matière de confidentialité sur Internet et l'expérience fournie par la plupart des sociétés. Les conséquences quand les entreprises ne le font pas sont significatives avec 36 % des répondants français choisissant de ne pas consulter le site Web d'une société par souci de confidentialité, et 34 % des répondants allemands qui n'utilisent pas une application smartphone pour des questions de confidentialité en ligne.

Dans les quatre pays réunis, une moyenne de 68 % attendent des sociétés qu'elles respectent la récente directive de l'UE sur les cookies, et une moyenne de 41 % prévoit de ne consulter que les sites Web qui le font. Les 50 plus importants sites Web en France et en Allemagne n'ayant pris aucune mesure pour informer les visiteurs au sujet des utilisations des cookies et de suivi sur leur page d'accueil, ils semblent être en décalage avec les préoccupations de leurs utilisateurs.

La bonne nouvelle est qu'il existe des mesures que les sociétés peuvent prendre pour répondre à ces préoccupations. L'étude montre également que 62 % de répondants en France, 57 % en Allemagne et en Grande-Bretagne et 49 % aux Pays-Bas affirment qu'ils font davantage confiance à un site Web s'ils voient une certification ou un sceau indiquant qu'une organisation extérieure reconnaît la confidentialité de ce site. »

Notes à l'intention des rédacteurs

  1. TRUSTe est le plus grand fournisseur mondial de solutions de gestion de la confidentialité des données, proposant une suite de technologies et de certifications pour aider les sociétés à établir une relation de confiance avec les consommateurs et à augmenter leur implication en ligne. Plus de 5 000 sociétés, dont de grandes marques internationales comme Apple, eBay, LinkedIn et Microsoft, comptent sur TRUSTe pour établir la confiance et résoudre des problèmes de confidentialité complexes et en pleine évolution. Le sceau vert de confidentialité certifiée de TRUSTe et largement reconnu par des millions de consommateurs à travers le monde comme un signe fiable de pratiques de confidentialité responsables. Pour des informations supplémentaires sur TRUSTe, veuillez consulter http://www.truste.eu  
  2. Pour télécharger l'étude complète et pour des renseignements sur la taille de l'échantillon et la méthodologie utilisée, rendez-vous sur : http://www.truste.com/eu-compliance-tracking-awareness-index/?lang=fr.
  3. Pour toute demande des médias sur TRUSTe EU, veuillez contactez Eleanor Treharne-Jones à The Conversation Co. au +44(0)7811-093648 ou par e-mail [email protected]


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