News that will cause consternation in the marketing department has been revealed by Deloitte in in annual Australian Privacy Index survey results for 2016.According to this year's survey of 1000 consumers across 116 of Australia's biggest and best-known brands, when it comes to privacy and data protection 94 per cent of consumers rate trust as more important than ease of use of a website, app, or device. In fact, more than 21 per cent of consumers want to know if their information is sent to third parties, while another 14 per cent of consumers want to know how their personal information is protected.Banking and finance, government, and energy sectors were identified as the three most trusted industries by consumers when it came to data privacy, according to the Deloitte survey. (While Deloitte declined to name the companies, the report's index showed that 13 firms in the "banking and finance' sector were in the top 20) The Deloitte Australian Privacy Index 2016 also showed the three least trusted industries were social media, media, and real estate.Tommy Viljoen, Deloitte risk advisory partner, said there was a direct correlation between regulation and trust."The [industries] that ranked the highest is where they have lots of regulation; while those that are less regulated are far less trusted by consumers," he said.Meanwhile, credit card details followed by identification numbers and medical records were the top three types of information that Australian consumers were most concerned about sharing due to their sensitivity."Consumers are saying that when they get notified [of a breach of privacy] they do not subsequently trust the brand any less." To determine where each of the 13 sectors sits in the overall Index, Deloitte supplemented the survey of the 1000 consumers with a website analysis, a confidential organisational survey of the 116 brands and, for the first time, analysis of their mobile apps where available.Deloitte Client Manager, Cyber Risk Services Marta Ganko, who co-authored the Privacy Index, said that the combination of emerging privacy regulation and the common practice of sharing data have highlighted new types of borders. "National borders are obvious; however there are more subtle borders such as those between organisations and their subsidiaries or third parties," she said.