A new Internet Retailer-exclusive survey finds that consumers are increasingly reluctant to share information on Facebook.

Facebook Inc. CEO Mark Zuckerberg on Tuesday acknowledged in congressional testimony that the social network hasn’t done enough to protect users’ data privacy.

“We didn’t take a broad enough view of our responsibility, and that was a big mistake,” he said. “And it was my mistake. And I’m sorry. I started Facebook, I run it and I’m responsible for what happens here. So, now, we have to go through all of our relationships with people and make sure that we’re taking a broad enough view of our responsibility. It’s not enough to just connect people. We have to make sure that those connections are positive. It’s not enough to just give people a voice. We need to make sure that people aren’t using it to harm other people or to spread misinformation. And it’s not enough to just give people control over their information. We need to make sure that the developers they share it with protect their information, too.”

On Wednesday, Zuckerberg acknowledged that his own data was sold to malicious third parties, as well as said the social network collects digital information on consumers who aren’t registered as users.

Facebook has been under intense scrutiny since March, when the New York Times,  The Observer of London and The Guardian detailed how data firm Cambridge Analytica improperly used Facebook data to create voter profiles.

To examine how consumers feel about Facebook, its ads and targeted advertising in general, Internet Retailer yesterday conducted a survey of 999 consumers using Toluna.


[infogram id=”4112fe87-ad62-4840-9ca6-7077a7663519″ prefix=”wyv” format=”interactive” title=”Infographic: Facebook privacy survey”]