More than 90 percent of respondents called online privacy a “really” or “somewhat” important issue.

As arguments swirl over online privacy, a new survey indicates the issue is a dominant concern for Americans.

More than 90 percent of respondents called online privacy a “really” or “somewhat” important issue, according to the survey of more than 1,000 Americans conducted by TRUSTe, an organization that monitors the privacy practices of Web sites of companies like I.B.M., Yahoo and WebMD for a fee.

When asked if they were comfortable with behavioral targeting — when advertisers use a person’s browsing history or search history to decide which ad to show them — only 28 percent said they were. More than half said they were not. And more than 75 percent of respondents agreed with the statement, “The Internet is not well regulated, and naïve users can easily be taken advantage of.”

More than 75 percent of respondents said individuals themselves should also be wholly or very responsible for protecting their own privacy.

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