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Certificate Authority Security Council (CASC) 2015 Consumer Trust Survey

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With 200 million online shoppers in the US spending nearly $600B consumers have clearly embraced e-commerce. That implies a high level of trust in the online infrastructure. The CA Security Council decided to survey US consumers to gauge how security savvy they really are, and how much they trust their e-commerce infrastructure.

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Certificate Authority Security Council (CASC) 2015 Consumer Trust Survey

  1. 1. Certificate Authority Security Council (CASC) 2015 Consumer Trust Survey
  2. 2. Methodology • Survey conducted by Survata Consumer Research • Online research panels • 670 responses from the United States • 18 years or older • Shop online at least several times a year
  3. 3. Key Findings • Consumers trust the padlock and green bar • Online shopping is important • Bad stuff does happen to consumers • Consumers need to be more attentive
  4. 4. Consumers Look for the Padlock • 53% recognize the padlock as adding trust to the connection • Only 2% proceed past ‘connection untrusted’ message • Only 3% give credit card without padlock 68% 19% 11% 2% Q27: Consider the following scenario… You search for a pair of shoes you want to buy and click on the first site on Google. Before you get to the site you see the following message… I would exit and find a competitor’s site where I could safely complete my purchase I would click on ‘View Certificate’ and see if I could determine if the site is okay or not. Based on what I saw I would decide whether to proceed or not. I would contact the merchant to find a way to purchase safely I would click on ‘Yes’ and continue with my purchase, including giving my credit card information
  5. 5. Consumers Trust the Green Bar • 42% understand green bar means more safety 42% 27% 21% 6% Q26: Look at the circled area in the browser address bar shown below. What does the combination of the green padlock and green company name mean? 4% In means this website was scrutinized to a higher standard to make sure they really were Schwab, and that traffic will be encrypted I don’t know what this means This indicates the traffic to and from the website will be encrypted This indicates users need a user name and password for this site Nothing. This is just a way for Schwab to brand their site
  6. 6. Online Shopping is Important In person Online Other 60% 38% 2% Q17: What percentage of the money you spend shopping for various things is spent online versus in person?
  7. 7. Bad Stuff Does Happen to Consumers • 100% either has been, or knows a cybercrime victim • Most see being a victim of cybercrime likely 6% 10% 12% 14% 22% 60% I have lost money to online criminals I have had personal information or photos stolen I have been a victim of identity theft A hacker has taken over one of my online accounts A device of mine (PC, laptop, smart phone or tablet) was lost or stolen I have been notified by a company I do business with that my password is no longer secure Q18: Which of the following has happened to you personally? 15% 19% 20% 31% 33% 41% Lost money to online criminals Hacker has taken over one of their online accounts Had a personal information or photos stolen A device of mine (PC, laptop, smart phone or tablet) was lost or stolen Been a victim of identity theft Notified by a company they do business with that their password is no longer secure Q18: Which of the following has happened to someone you know (family member, friend, co-worker, etc.)?
  8. 8. Consumers Need to be More Attentive • Most have at least one device unprotected by passwords • 43% happily use free Wi-Fi without any precautions • One third use one or two passwords for everything If it is free I will happily use it I never use public Wi-Fi I only use public Wi-Fi if it is encrypted We use a secure VPN: I am comfortable accessing the VPN over wireless connections 43% 25% 23% 8% Q12: What is your policy concerning the circumstances under which you would log onto the use Wi-Fi in a public area such as an airport or coffee shop?
  9. 9. CAs are Second Most Trusted Institution 17% 40% 42% 44% 45% 47% 49% 68% The store offering free Wi-Fi Online merchants Your browser Your carrier Your operating system Your computer or device manufacturer Certificate Authorities Your financial institution Q21: Please rate your level of trust for each of the following entities. Trust is defined in this context based on their ability to keep you safe from financial or privacy issues while you are online. (Extremely high/Somewhat high)
  10. 10. Recommendations Recommendations The survey findings point to five best practices consumers should follow to their information safe: • Update your browser to the latest version • Look for “https” in the address bar • If your browser gives you a message about an untrusted security certificate for a website, don’t proceed • Wherever possible, don’t allow an organization to keep your payment information on file • Regulated industries and e-commerce should use high validation to provide stronger trust and assurance to customers and to protect against fraud

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