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