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In a survey of more than 6,500 respondents across Europe, the new G2 eCulturesEUROPE Report found that privacy protection ranked first in a list of consumer demands, including handling complaints (54%), helping to find the best price (48%) and rewarding consumers (46%). Yet it appears companies could be doing a lot more to promote the existence of their privacy policies, and to convince their customers that they can be trusted with personal data.

“Europe’s consumers are sending a clear message to brands that do business online – respect for their privacy, personal space and information is of utmost importance,” says Pietro Leone, CEO, G2 EMEA. “Our findings suggest that these concerns run so deep, it is affecting how open consumers are to buying online which can add up to millions in lost sales.”