Who’s Worried About Security of Personal Information?

There’s been a lot of discussion about personal information security lately, so I decided to dig into Temkin Group’s Consumer Benchmark Studies. In our Q1 2013 study of 10,000 U.S. consumers, 68.7% of consumers agree with the statement “I worry about the security of my personal information” and 29.0% strongly agree. It turns out that this level of concern has declined from our Q1 2012 study which showed that 69.6% agreed and 32.6% strongly agreed with the statement.


We examined the 2013 data by different demographic segments and found that:

  • Consumers with the lowest level of education are the most worried across all segments (73%)
  • Consumers earning between $100K and $150K are the least worried across all segments (65%)
  • Consumers between the ages of 45 to 64 year-olds are the most worried (72%)
  • Consumers younger than 35 and older than 75 are the least concerned (66%)
  • Caucasians are the least worried ethnic group (68%)


We also examined the data by groups of consumers who had recently interacted with 272 organizations. This analysis shows that:

  • Companies have between 66% and 83% of their customers who are worried about the security of their personal information.
  • Companies that have 80% or more of their consumers worried about security are: CellularOne, Fujitsu, AirTran Airways, Jeep, Electrolux, Advantage Rent A Car, Buick, National Car Rental, Ameriprise Financial, and Haier.
  • Companies that have less than 70% of their consumers worried about security are: SunTrust Bank, Trade Joe’s, Piggly Wiggly, DirecTV, Regions, Citigroup, Liberty Mutual, credit unions, The Hartford, US Bank, Sprint, Gateway, ING Direct, Amazon.com, Medicare, and Charter Communications.
Download data for 272 organizations

The bottom line: Two-thirds of consumers are worried about personal information security

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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