We all value our privacy, and the 2008 survey from the University of Southern CaliforniaÃ¢â‚¬â„¢s Center for the Digital Future finds that privacy and security continue to be a major concern when shopping online. The study also underscores the significant threat businesses face from breaches in data security. According to its findings, the percentage of respondents who were very or extremely concerned when they buy on the Internet increased in 2007, and overall concern was the highest since the first study was published seven years ago. Concerns about credit card security when or if buying online also continue to remain high but stable, with 57 percent of respondents very or extremely concerned in 2007. Check out further I.I.I. info on identity theft.