consumer attitudes towards data privacy...expectations for and importance in maintaining data...

Harris Insights & Analytics, A Stagwell LLC Company © 2019

Consumer Attitudes Towards Data PrivacyIBM-Harris Poll Survey 2019: U.S. Data

2Harris Insights & Analytics, A Stagwell LLC Company © 2019

DRAFT

1,000INTERVIEWS

WHOU.S. General Public, 18+

WHENAugust 8 to 15, 2019

HOWData were collected via online survey

LENGTH OF SURVEYApproximately 11 minutes

Scope of Measurement & Methodological Overview

US

3Harris Insights & Analytics, A Stagwell LLC Company © 2019Harris Insights & Analytics, A Stagwell LLC Company © 2019

Story Highlights

U.S.Data Privacy(1/2)

Expectations for and importance in maintaining data privacy are highest for essential services (healthcare, banks, and insurance companies) and e-commerce companies (requiring home address, phone number, and credit card information).

• However, there is a wider gap in the importance of e-commerce companies and the expectations the public has in such companies relative to essential services, with importance not meeting expectations.

• Single-function apps and websites (ride shares, booking engines, and storage sites) and social media/ messaging platforms (free messaging or social media apps and platforms) are regarded as less important and having lower expectations, though a wide gap still exists.

• Additionally, agreement is higher for essential services than other types of companies that they will do what is needed to protect consumers’ data, requiring no government regulation.

The public expects and rewards companies that protect their customers’ data.• Agreement is nearly universal (94%) that businesses should be doing more to actively protect

consumers against cybersecurity threats.

• More than half of the public (53%) says how well accompany protects their customers’ data from a cyber attack is extremely important in influencing whether they’ll do business with a company, more so than the quality of the company’s products and services (44%).

• The public thinks the company who collected the personal information should play the biggest role in developing a clear understanding of the use of personal information in business today, more than consumers who share the information, the government, third-parties who use the information, or watchdog groups.

4Harris Insights & Analytics, A Stagwell LLC Company © 2019Harris Insights & Analytics, A Stagwell LLC Company © 2019

Story Highlights

U.S.Data Privacy(2/2)

There is little doubt that companies share information with other companies: only 3 in 10 think it stays with the original company always (7%) or most of the time (24%).

• More than half (58%) have either personally had data compromised or know someone who has.

• A consumer’s Social Security Number and credit card information are considered to be the most concerning types of data that could be compromised, followed by medical history, personal emails, and text message conversations.

There is strong public reception to the ability to take back personal data that was shared with a company.

• More than half say the ability to fully take back or retrieve their personal data is extremely important in reassuring that the company will keep their personal data safe; more than having transparent user guidelines, requiring fewer personal questions, and positive reviews of the company.

• Three-quarters agree that if there was a way to fully take back and retrieve the personal data they share with a company at any time, they would be more willing to share their personal information.

• Nearly seven in 10 say they would be more wiling to share personal information if a company could demonstrate that it could monitor how the data was being used. The same amount say they would be more likely to share their personal data with a third party if they could fully take back and revoke the data they gave to a third party at any time, assuring that their personal data is protected.


5%

14%

13%

13%

12%

21%

26%

2%

2%

3%

4%

5%

7%

10%

6%

16%

16%

17%

17%

28%

36%

29%

46%

44%

36%

50%

39%

38%

64%

39%

40%

47%

33%

33%

26%

94%

84%

84%

83%

83%

72%

64%

Businesses should be doing more to actively protect consumers againstcybersecurity threats

These days, I think about whether I trust a company to keep my information safebefore I buy something from them

Consumers have lost all control over how personal information is used bycompanies

If a company shares my data without my permission, I won’t buy from them no matter how great their products are

Personal data collected by one company is regularly shared with other companies

When I share my personal information with a company, I take time to read the fineprint to understand how my data may be used

I have opted to not work with a business because of concerns around whether theywould keep my data secure

Data Privacy: U.S. Findings

Nearly two-thirds strongly agree that businesses should be doing more to actively protect consumers against cybersecurity threats.

Disagree (net) ■ Strongly disagree ■ Somewhat disagree ■ Somewhat agree ■ Strongly agree Agree (net)

Views of Personal Data UsageTo what extent do you agree or disagree with each of the following?



Essential services and e-commerce companies are viewed as more important in maintaining data privacy than social media and single-function apps.

Importance of Data PrivacyFor each company type, how important is it to you that they maintain the privacy of your data?

2%

3%

5%

5%

22%

23%

30%

30%

10%

14%

19%

18%

66%

60%

46%

47%

76%

74%

65%

65%

Essential services such as healthcare, banks, and insurance companies

E-commerce companies such as online shopping, apps, and platforms thatrequire home address, phone number, or credit card information

Social media and messaging platforms such as free messaging or social mediaapps and platforms

Single-function apps and websites such as ride shares, booking engines, andstorage sites

Not important (1,2) Neutral (3,4,5) Important (6) Extremely important (7) Important (6,7 net)



Expectations are higher for essential services than other types of companies in keeping personal data safe.

Expectations of Data PrivacyWhat level of expectations do you have for each of the following types of companies when it comes to keeping your personal data safe?

5%

6%

12%

16%

25%

34%

40%

37%

11%

12%

16%

15%

59%

48%

33%

31%

70%

60%

48%

47%

Essential services such as healthcare, banks, and insurance companies

E-commerce companies such as online shopping, apps, and platforms thatrequire home address, phone number, or credit card information

Single-function apps and websites such as ride shares, booking engines, andstorage sites

Social media and messaging platforms such as free messaging or social mediaapps and platforms

Low expectations (1,2) Neutral (3,4,5) High expectations (6) Extremely high expectations (7) High expectations (6,7 net)



Essential services are viewed as both the most important to maintain data privacy as well as having the highest expectations, with expectations almost meeting importance. A wider gap exists between importance and expectations among other types of companies.

% Importance to Maintain Data Privacy (6 or 7)

% High Expectations to Keep Data Safe (6 or 7)Expectations –Importance Gap

Essential services such as healthcare, banks, and insurance companies -6

E-commerce companies such as online shopping, apps, and platforms that require home address, phone number, or credit card information

-14

Single-function apps and websites such as ride shares, booking engines, and storage sites -17

Social media and messaging platforms such as free messaging or social media apps and platforms -18

47%

48%

60%

70%

65%

65%

74%

76%

Importance vs Expectations



More than half say the ability to opt-out of having data shared with third parties and being able to take back personal data are extremely important, more than transparent user guidelines, asking fewer questions, and positive company reviews.Importance of Ways to Keep Data PrivateHow important is each of the following items a company could do to reassure you that they will keep your personal data safe?

1%

2%

2%

3%

3%

3%

5%

21%

22%

25%

24%

31%

32%

37%

18%

20%

20%

20%

20%

20%

22%

59%

57%

53%

52%

46%

45%

36%

77%

76%

73%

73%

66%

65%

59%

Use of encryption and identity theft protection security measures (such as creditmonitoring services)

Ability to opt-out of having your data shared with third parties

Ability to be able to fully take back or retrieve your personal data

Company's clear promise to protect customer data

Transparent user guidelines

Fewer personal questions asked to prevent too much data being provided

Positive reviews about a company’s products and services




Essential services are regarded as the most likely to be able to self-regulate when it comes to protecting consumers’ data; social media companies less so.

■ Strongly disagree ■ Somewhat disagree ■ Somewhat agree ■ Strongly agree Agree (net)

Government RegulationFor each company type, to what extent do you agree or disagree with the statement below?

They will do what is needed to protect consumers’ data, therefore no additional government regulation is needed.

Essential servicessuch as healthcare, banks, and insurance

companies

E-commerce companiessuch as online shopping, apps, and

platforms that require home address, phone number, or credit card information

Single-function apps and websitessuch as ride shares, booking engines,

and storage sites

Social media and messaging platformssuch as free messaging or social media

apps and platforms

15% 17% 21% 27%

22%28% 27%

25%

36%35%

40% 33%

26% 20% 12% 15%

63% 55% 52% 48%

E ss en tia l E -C om m e rce S ing le S oc ial



How well a company protects their customer’s data from a cyber attack is viewed as more important than the quality of a company’s products and services.

Importance When Doing Business with a CompanyIt’s likely that many things come together to influence whether or not you’ll do business with a company. Today, how important would you say are each of the following when it comes to your decision?

2%

3%

3%

2%

3%

4%

7%

27%

28%

33%

34%

37%

42%

47%

19%

25%

18%

18%

17%

24%

20%

53%

44%

46%

46%

42%

30%

25%

71%

69%

65%

64%

60%

53%

45%

How well they protect their customer’s data from a cyber attack

The quality of their products and services

Whether they share my personal data with third-parties

How transparent they are regarding how they use and share my data

Whether a company is able to fully take back or retrieve your personal data

The quality of their employees and leadership

How the company engages in communities and with the environment



3%

5%

7%

10%

12%

15%

17%

11%

21%

3%

2%

3%

3%

4%

6%

4%

10%

5%

6%

7%

10%

13%

16%

21%

21%

22%

26%

12%

14%

26%

24%

30%

35%

34%

31%

37%

83%

79%

65%

63%

54%

44%

45%

48%

37%

94%

93%

90%

87%

84%

79%

79%

78%

74%

Social Security Number

Credit card information

Medical history

Personal e-mails

Text message conversations (e.g., iMessage, Snapchat, WhatsApp, etc.)

Pictures shared on social media

Geographic locations and history

Private/direct messages sent via dating apps

Search engine history


Three-quarters or more would be somewhat or extremely concerned about most types of data being compromised. Social Security Number and credit card information are regarded as the most concerning information.

Not Concerned (net) ■ Not at all concerned ■ Not very concerned ■ Somewhat concerned ■ Extremely concerned Concerned (net)

Types of Data CompromisedHow concerned would you be if you were to learn that each of the following types of your personal data was compromised and shared with a company you didn’t know about?



The company who collected the information is viewed as the most responsible entity for developing a clear understanding how personal information is being used.

Role in Understanding How Data Is UsedHow much of a role should each of these entities have in developing a clear understanding of the use of personal information in business today?

3% 6% 7% 10% 8%13%

16% 19% 17% 21%

24%30%

28% 32% 31%

60%48% 45% 41% 40%

The company who collected theinformation

Consumers who share theinformation

The government Third-party companies who usethe information is shared with

for marketing or other purposes

Third-party organizations andwatchdog groups

None Some A fair amount A great deal



Only three in ten believe that personal data remains only with the original company at least most of the time.

When Data Stays Within Original CompanyWhen you share personal data with a company or organization, how often do you believe that data remains only within that original company?

Always, 7%

Most of the time, 24%

Some of the time, 45%

Never, 23%

Always / Most of the time31%



Three-fourths agree they would be more willing to share personal information if there was a way to fully take back and retrieve the data at any time. Three-fifths agree that they would be less concerned about sharing data if they were aware of where the data traveled.

If there was a way for me to fully take back and retrieve the personal data I share with a company at any time, I would be

more willing to share my personal information.

If I were aware of where my data traveled between third parties,I would be less concerned about sharing my data to begin with.

14%

8%

24%

16%

38%

43%

24%

32%

62%

76%

B ot tom

T opS ta tem

e nt

Strongly disagree Somewhat disagree Somewhat agree Strongly agree Agree (Net)

Data UsageTo what extent do you agree or disagree with each of the following?



Seven in 10 say they would be very or somewhat likely to share personal data with a third party if there was new technology that allowed for fully taking back and revoking data at any time, though half are only somewhat likely.

7%

24%

51%

18%

69%

B ot tom

Likely (net)

Very likely

Somewhat likely

Not very likely

Not at all likely

Technology to Revoke DataThere is new technology available that allows individuals to fully take back and revoke the data they give to a third party at any time, assuring that personal data is protected. If you knew technology like this existed, how likely would you be to share personal data with a third party?



Two-thirds say they are very or somewhat willing to share personal information if a company could demonstrate that it could monitor how their data was being used.

How Data Is Being UsedHow willing would you be to share your personal information if a company could demonstrate that it could monitor how your data was being used?

10%

23%

51%

16%

68%

B ot tom

Willing (net)

Very willing

Somewhat willing

Not very willing

Not at all willing



More than half of the public have either personally had or know someone who has had their personal data compromised.

Personally Had Data CompromisedHave you or someone you know ever had personal data compromised or been cyber-hacked? Please select any that apply.

Yes, I have hadpersonal data compromised

Yes, someone I know has had theirpersonal data compromised

Neither me nor someone I knowhas had personal data compromised

29%36%

42%

Yes (Net)58%



Half say a cash compensation would somewhat or fully restore their trust in a company after a data breach, more than free services & products or an apology.

Restoration of Trust After Data BreachIf you or a family member were to have your personal information which you provided to a company breached and stolen, how would your trust in the company be impacted if they were to do each of the following actions?

21%30% 31%

28%27%

32%

32%31% 23%

19% 13% 14%

51% 43% 37%

Cashcompensation

Free services or productsfrom the company

An apology and/or explanaionas to how the breach

happened

Fully/Somewhat (Net)

Fully restored

Somewhat restored

A little restored

Not at all restored

Harris Insights & Analytics, A Stagwell LLC Company © 2019

For questions on this research, contact:

Wendy [email protected]


Appendix

Methodology for Use in Press Materials

This survey was conducted online by The Harris Poll on behalf of IBM from August 8 to 15, 2019 among 1,000 adults in the U.S. age 18+. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Wendy Salomon at [email protected].

US

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