77% of US digital media and marketing professionals said they had increased their data collection process over the past year.
Working with third-party vendors was the top action US SBOs were taking to protect against security risks.
Data security ranked second out of the technology challenges US small-business owners (SBOs) experienced, cited by 22% and only trailing cost issues.
Just 35% of US internet users thought businesses were transparent enough about how they used personal information.
There has always been some degree of concern over digital privacy and personal data, but until recently, consumer attitudes had remained relatively steady.
Only 21% of American adults have a Lot Of Trust in the businesses or companies that they regularly do business with to keep their personal information secure.
July 2013 polling conducted by ARIS for BITKOM found that only 29% of internet users in Germany ages 14 and older felt their online information was safe,
38% of German web users had suffered some kind of cyberattack in the previous 12 months.
The 30-49 and 50-64 age groups appear to be among the most afflicted; 1 in 5 online adults in each group reported having their data stolen.