Despite all the effort and funds spent by organizations on cybersecurity, a majority of consumers don’t trust brands to protect their personal data. In fact, that is the view of 68 percent of consumers surveyed for the recent “2017 State of Consumer Privacy and Trust” study by Gigya.

A similar number (69 percent) worries about security and privacy risks posed by the increasing adoption of Internet of Things devices, including fitness trackers, smart watches and connected cars.

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