Almost two-thirds (64 per cent) of over 6,500 respondents across Europe believe that respect for their privacy, personal space and information is the most important demand when interacting with brands online, a new report has revealed.

According to the new G2 eCulturesEUROPE Report,privacy protection ranked first in a list of consumer demands, including handling complaints (54 per cent), helping to find the best price (48 per cent) and rewarding consumers (46 per cent).

The report further revealed that those respondents most concerned about online privacy buy less online. While nearly half of all respondents generally browse and research brands, products and services online, fewer than half of those who have privacy concerns go on to complete the sales transaction online, opting instead to purchase in a traditional store.