The tables below include detailed demographic data for the nine most sensitive categories of information. For each of these kinds of data, at least 40% of adults considered the information to be “very sensitive.”

Those who view their social security number as “very sensitive”Those who view health information as “very sensitive” Those who view the content of phone conversations as “very sensitive” Those who view the content of email as “very sensitive” Those who view the details of their physical location over a period of time as “very sensitive” Those who view the numbers called or texted from their phone as “very sensitive” Those who view the content of text messages as “very sensitive” Those who view their birth date as “very sensitive” PI_2014-11-12_privacy-perceptions_34