A survey report prepared for WebWatch by Princeton Survey ResearchAssociates International (PSRAI), [ Available as PDF fromhttp://www.consumerwebwatch.org/pdfs/princeton.pdf ] indicates thatWeb users are demanding more of Web sites while becoming less trustfulof them. They are adjusting their behavior in response to what theysee as real threats online. For all online users, the report found that concern about identitytheft is substantial, and is changing consumer behavior in major ways.Four in five Internet users (80 percent) are at least somewhatconcerned someone could steal their identity from personal informationon the Internet. Nearly nine out of ten users (86 percent) have madeat least one change in their behavior because of this fear:• 30 percent say they have reduced their overall use of the Internet.• A majority of Internet users (53 percent) say they have stoppedgiving out personal information on the Internet.• 25 percent say they have stopped buying things online. • 54 percentof those who shop online report they have become more likely to read asite's privacy policy or user agreement before buying.• 29 percent of those who shop online say they have cut back on howoften they buy on the Internet. I had a quick look on the report. It provide insight on the following: --Credibility and Trust Online--What Is Important for all Sites--E-Commerce Sites--Financial Sites--Credit Card Fraud and Identity Theft--Sites for Children and Teens--News and Information Sites--Search Engines The report is worth a look. --Sukhdev Singh, NIC.http://openmed.nic.in