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EU-Unternehmen ohne Verständnis für die Sorgen der Verbraucher in Bezug auf Online-Tracking

BRÜSSEL, November 15, 2012 /PRNewswire/ --

Neue Untersuchungsergebnisse von TRUSTe in Sachen Datenschutz zeigen, dass in ganz Europa Unternehmen intensives Online-Tracking betreiben. Die Verbraucher sind sich dessen bewusst und sie gehen davon aus, dass Websites erst ihre Erlaubnis einholen, bevor ihr Online-Verhalten festgehalten wird. Doch trotz der Einführung der EU-Cookie-Richtlinie im Mai 2011 holt nur eine Minderheit der Unternehmen die Einwilligung der Nutzer für das Ablegen von Cookies ein.

Der TRUSTe 2012 EU Consumer Privacy Index ist die erste Studie, in der eine umfassende Analyse der aktuellen Einstellung der Verbraucher zum Datenschutz und der Unternehmenspraktiken in der EU vorgenommen wird. Die umfangreiche Studie erfasste über 4.000 Verbraucher (die Durchführung erfolgte online im Rahmen der iOmnibus-Studie von Ipsos MORI in Frankreich, Deutschland, Großbritannien und den Niederlanden) und 200 Top-Websites (kompiliert mithilfe tiefem Scanning durch den Website-Tracker und die Cookie-Audit-Technologie von TRUSTe. Es wurden die 50 Websites mit einem Top-Ranking laut Alexa.com in jedem der vier Länder überprüft.

In der Hauptsache ergaben sich folgende Erkenntnisse:

  • 86 % der Befragten in den Niederlanden wussten über Internet-Browser-Cookies Bescheid, verglichen mit 81 % in Großbritannien, 78 % in Deutschland und 59 % in Frankreich.
  • Die Top-50 Websites in Frankreich speichern fast doppelt so viele Cookies von Drittanbietern (434) als niederländische Websites (237).
  • 71 % der französischen Befragten fürchteten um ihre Online-Privatsphäre, verglichen mit 69 % in Großbritannien, 62 % in Deutschland und 48 % in den Niederlanden.

In Bezug auf die EU-Cookie-Richtlinie, zeigte die Untersuchung:

  • 79 % der niederländischen Befragten wussten, dass die EU-Cookie-Richtlinie verlangt, dass Unternehmen die Erlaubnis der Benutzer für die Speicherung von Tracking-Daten einholen müssen, im Vergleich zu 63 % in Großbritannien, 51 % in Deutschland und 26 % in Frankreich.
  • 82 % der Deutschen erwarten von den Unternehmen, dass diese die EU-Cookie-Richtlinie einhalten; 76 % tun dies in Großbritannien und 62 % in den Niederlanden.
  • 53 % der französischen Befragten erwarten von den Unternehmen die Einhaltung, aber nur 44 % planen den Besuch von Unternehmens-Websites, welche der EU-Cookie-Richtlinie entsprechen.
  • 12 % der Top-50 Websites im Vereinigten Königreich und 32 % der niederländischen Websites hatten Schritte unternommen, um die Einhaltung der Richtlinie zu gewährleisten, z. B. Pop-up-Fenster, Banner oder Registerkarten zur Unterrichtung der Benutzer über Cookies auf der jeweiligen Website. Keine der Top-50-Websites in Frankreich oder Deutschland hatte dies getan.

EU Managing Director bei TRUSTe, Danilo Labovic, sagte:

"Die Untersuchung zeigt, dass es eine große Kluft gibt zwischen den Erwartungen der Verbraucher in Bezug auf den Online-Datenschutz und der gängigen Praxis der meisten Unternehmen. Dieses Fehlverhalten der Unternehmen hat ganz erhebliche Folgen, denn 36 % der Befragten verzichten auf den Besuch von Unternehmens-Websites in Frankreich, weil Sie Bedenken hinsichtlich des Datenschutzes haben, und 34 % in Deutschland verzichten auf die Nutzung von Smartphone-Apps, weil sie um ihre Privatsphäre fürchten.

In allen vier Ländern waren es durchschnittlich 68 %, die von einer Einhaltung der jüngsten EU-Cookie-Richtlinie ausgingen, und durchschnittlich 41 % wollen nur Websites besuchen, auf denen die Einhaltung gewährleistet ist. Da die Top-50 Websites in Deutschland und Frankreich keinerlei Maßnahmen getroffen haben, um die Besucher ihrer Internetseiten über Cookies und Tracking-Funktionen zu informieren, besteht diesbezüglich offenbar kein ausreichendes Problembewusstsein.

Die gute Nachricht ist aber, dass es Maßnahmen gibt, welche die Unternehmen ergreifen können, um diese Bedenken auszuräumen. Die Untersuchung ergab auch, dass 62 % in Frankreich, 57 % in Deutschland und Großbritannien und 49 % in den Niederlanden einer Website mehr Vertrauen entgegen brachten, wenn die Website eine Zertifizierung oder ein Gütesiegel einer unabhängigen Stelle in Bezug auf den Datenschutz vorweisen konnte. "

Redaktionelle Hinweise

  1. TRUSTe ist der weltweit führende Anbieter von Datenschutz-Management-Lösungen. Das Unternehmen bietet eine Reihe von Technologien und Zertifizierungen an, welche den Unternehmen dabei helfen, Kundenvertrauen aufzubauen und die Bereitschaft, online Geschäfte zu tätigen, zu steigern. Über 5.000 Unternehmen, darunter internationale Top-Marken wie Apple, eBay, LinkedIn und Microsoft, setzen auf TRUSTe, wenn es darum geht, Vertrauen zu schaffen und komplexe Datenschutzprobleme zu lösen. Das grüne Datenschutzsiegel von TRUSTe ist weithin anerkannt. Millionen von Verbrauchern weltweit vertrauen auf dieses Siegel als Nachweis eines verantwortungsbewussten Datenschutzes. Für weitere Informationen über TRUSTe besuchen Sie bitte http://www.truste.eu
  2. Die gesamte Studie und Details in Bezug auf Stichprobenumfang und Methodik können unter der folgenden Adresse heruntergeladen werden: http://www.truste.com/eu-compliance-tracking-awareness-index/?lang=de.
  3. TRUSTe EU Medienanfragen sind an Eleanor Treharne-Jones von The Conversation Co. zu richten unter +44-(0)7811-093648 oder per E-Mail eleanor@theconversationco.com


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