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American Online Data Security Survey: Penn Schoen Berland (PSB)
 

American Online Data Security Survey: Penn Schoen Berland (PSB)

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Americans are highly concerned about the security of their personal data online. As per Survey conducted by PSB, It has been found that, Americans choose Security over power & capability.

Americans are highly concerned about the security of their personal data online. As per Survey conducted by PSB, It has been found that, Americans choose Security over power & capability.

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    American Online Data Security Survey: Penn Schoen Berland (PSB) American Online Data Security Survey: Penn Schoen Berland (PSB) Presentation Transcript

    • Online Exposure, Offline Uncertainty:Privacy and Security in a Virtual WorldOctober 21, 2009Prepared by Penn, Schoen & Berland Associatesin partnership with The Chertoff Group
    • 2Key Findings12Americans are highly concerned about the security of their personal dataonline• Most have little confidence in any institution to keep their informationadequately protectedAnxiety over online security splits dramatically along age lines• Young Americans actually more concerned with online security;more likely to trust the federal government to protect theirinformation3Americans are willing to accept more limited capabilities in return forgreater security• At least in theory, most value security and privacy over power andefficiencyPenn, Schoen & Berland Associates conducted phone interviews with 1,003 members of the general population in the U.S.,August 6-13, 2009. Margin of error is +/-3.09%, or larger for subgroups.4Americans are unfamiliar with and concerned about many newtechnologies• Few realize how many technologies with privacy implications theyare already using to in their everyday lives
    • 3Americans are Very Concerned about Online SecurityGenerally speaking, how concerned areyou about the security of your personalinformation that is sent over theinternet?All Male Female <35 35-49 50-64 65+TOTAL CONCERNED 81 79 83 85 84 80 69Very concerned 54 48 60 56 57 53 45Somewhat concerned 27 31 23 29 27 27 24TOTAL NOT CONCERNED 16 17 15 14 14 15 23Not Very Concerned 8 7 9 9 7 7 9Not at all concerned 8 10 6 5 7 8 14Don’t Know 3 5 2 1 2 4 8› Level of concern about online security actually decreases with age› 85% of population 35-&-under are concerned about online security vs. only 69% of ages 65+› More exposure = more concern? Higher anxiety among younger people may be due to higherfamiliarity with the Internet in general, and therefore a greater understanding of its risks.› Vast majority of Americans concerned about the security of their personal information› More than 4 in 5 Americans (81% of respondents) are concerned; over 50% are “veryconcerned”
    • 4What are Americans afraid of online?Why are you concerned about the security of your personal information that is sent over the Internet?0102030405060Fear of IdentityTheftI think hackerswill always finda way to stealdataI have heardabout databeing hacked orinappropriatelyaccessed in thenewsI do not think itis possible tokeep data100% secureI knowsomeone whohas had theirdata hacked orinappropriatelyaccessedI do not trustcorporations tokeepinformationsecureI do not trustthe governmentto keepinformationsecureAll<3535-4950-6465+› Greatest fears center around active threats: identity theft and hacking› Lowest fears are of accidental theft or government and corporate malfeasance
    • 5Trust in institutions generally low, mirrors off-line confidence› Most tangible offline institutions appear to be most trusted online› Americans trust regional banks’ and healthcare providers’ most, least trust in online-onlyestablishments such as email providers and online brokerages0102030405060708090How much confidence do you have in the following organizations to keep your information secure?Showing Great Deal + Somewhat confident› The more specific the institution, the more Americans trust them› Internal Revenue Service or Social Security Administration garnered higher confidence thaneither the federal government or the private sector in general
    • 6Older Americans trust private sector, under-35s government› Trust levels split cleanly along age lines› For every sector, young Americans have greater faith in the federal government to protect themand their data while older Americans prefer private sector solutionsWho would you trust more to ensure proper privacystandards for location-based advertising?Private Sector5146483229414561Federal Government<3535-4950-6465+Who would you trust more to ensure proper privacystandards for biometric identification?Private Sector4440413436445059Federal Government<3535-4950-6465+Who would you trust more to ensure proper privacystandards for smart grids?Utility Companies6249624720353048Federal Government<3535-4950-6465+Who would you trust more to ensure proper privacystandards for electronic medical records?Private SectorHealthcare Providers6962604831273247Federal Government<3535-4950-6465+
    • 7Understanding of New TechnologiesTo what degree are you familiar with the followingconcepts?Familiar13296729108468327087UnfamiliarCloudComputingLocation-basedAdvertisingElectronicMedicalRecordsBiometricsSmart GridHow concerned would you be about the security of yourpersonal information if it was stored via the following?Concerned5570757885432824209Not concernedCloudComputingLocation-basedAdvertisingElectronicMedicalRecordsBiometricsSmart Grid› Americans are by and large unfamiliar with many of the following new technologies,yet very concerned about the privacy and security implications they carry with them.› Americans have serious security concerns about each new technology tested, but particularlycloud computingBottom Line: Low Familiarity, High Concern
    • 8The Knowledge Gap in Practice› Many Americans don’t understand how exposed they already are to technologies withprivacy implications› Few appear to realize they are already exposed to cloud computing through their web-based email,and location-based ads through sites like Facebook and MySpace› As a result most Americans are failing to take even the most fundamental steps to safeguard theirinformation, like regularly changing passwords, leaving them extremely vulnerable to attack65%Of Americans already use cloudservices such as web-based email70% Of respondents claim zero familiaritywith location-based advertising87%Of Americans believe they’ve neverused cloud computing services41%Have received online ads thatreference their approximategeographic locationBUTBUT
    • 9Americans choose security over power, capabilityWhen it comes to new computing technologies,which would you rather have?› Americans believe they will trade more limited capabilities for greater security› Has major implications for the future of tech companies, especially those whose focus hastraditionally been on cutting-edge innovation, not communications.› Security (or the appearance of it) could soon trump innovation for the American consumerLower risk,Fewer capabilities6772787374101118221623173510Greater risk,Greater capabilitiesDon’tKnowAll<3535-4950-6465+Peace of mindover onlineshopping, banking69605948581531365135179517Convenience ofonline purchases,even with slight riskAll<3535-4950-6465+Between the peace of mind of knowing your information is secure,and the convenience of online shopping and banking, I choose….Don’tKnow
    • 10More on Online Security in AmericaPenn, Schoen & Berland Associates, is a globalresearch-based consultancy specializing inmessaging and communications strategy.For more about PSB Contact:Beth Lesterblester@ps-b.com(202)962-3042The Chertoff Group is a global security and riskmanagement advisory firm that assistscorporate and government clients in addressingthreats related to terrorism, fraud, cybersecurity, border protection, and supply chainsecurity.For more about The Chertoff Group Contact:Russ Knockeruss.knocke@chertoffgroup.com(202)262-4976For more information about this survey and issues of online security, please contact: