A survey of 1,000 adults conducted by FindLaw indicates that most American are aware of the growing rate of ID theft, and are taking certain precautions to protect themselves. These efforts include shredding credit card receipts and other financial documents prior to disposal, limiting access to social security numbers, and reviewing bank and credit card statements for fraudulent activity. See the press release here.
See also this USA Today article, Hackers evolve from pranksters into profiteers (requires registration), that provides tips on how to avoid ID theft, and also reviews recent high-profile incidences of hacking here and abroad and the costs involved to businesses and to individuals.