Only half (52 percent) of consumers in Great Britain trust their high-street bank or building society (similar to a savings and loan institution) to protect their personal details from identity thieves, a new "trust poll" has revealed, writes MarketingCharts.

Travel and gambling companies fared much worse, landing at the bottom of the barrel in a survey by YouGov for identity fraud prevention specialists GB:

1. Bank and building societies: 52 percent
2. Central government: 25 percent
3. Local councils: 21 percent
4. Mortgage brokers, independent financial advisers, stockbrokers: 20 percent
5. Utility companies: 18 percent
6. Retailers: 9 percent
7. Mobile phone companies: 9 percent
8. Travel companies: 6 percent
9. Gambling companies (casinos, online gaming sites, interactive TV gambling programs): 4 percent

MarketingCharts provides additional findings from the study.