FIRST DATA 2018

Protecting Personally Identifiable Information Survey

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Protect Yourself

Why your Personally Identifiable Information is More at Risk than Ever, and What you can Do to Shield it

First Data’s 2018 Protecting Personally Identifiable Information (PII) survey explores the attitudes and actions of today’s consumers towards cybersecurity, and identifies trends that can give financial institutions, retailers, service providers and individuals an extra edge in the battle for personal data.

Protecting Personally Identifiable Information Survey

By The Numbers

The survey uncovered how each generation of American consumers approaches information protection. For instance, while younger consumers are most concerned about data security, they also are the most trusting that the government and modern technology can thwart cyber criminals.

0
U.S. respondents
0
Adults 18+ years old
0
July

The Survey Data is Divided among Four Key Demographics

Linksters
Linksters
18-23
Socializers
Socializers
24-34
MTV Generation
MTV® Generation
35-54
Maturists
Maturists
55+

Personally Identifiable Information

Who Can you Trust?

The majority of consumers believe that fraud is inevitable. However, all generations surveyed trust regulated, records-driven industries with their data more than they do retailers and service providers who offer more convenient, quick-swipe payment channels.

Thumbs Up

Most Trusted

Linksters
0
Financial
Socializers
0
Healthcare
MTV Generation
0
Insurance
Thumbs Up

Least Trusted

Telecom
0
Telecom
Foodservice
0
Foodservice/QSR
Petroluem
0
Petroleum
Thumbs Up

Most Trusted

The top three industries consumers trust most with their personally identifiable information.

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0
Thumbs Up

Least Trusted

The three industries consumers trust least with their personally identifiable information.

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

Bracing for a breach

Information theft can occur in any industry at any moment. But who do consumers feel is best prepared to navigate the challenges of a data breach?

Financial
Financial
0
Government
Government
0
Healthcare
Healthcare
0
Petroleum
Petroleum
0
Foodservice/QSR
Foodservice/QSR
0
Retail
Retail
0

While consumers consider the retail industry the least prepared to address a data breach, they also consider the retail industry the most likely to experience one.

Trust in the Government’s Response Abilities

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

Is Data Destined for Danger?

The older you are, the more likely you are to believe that fraud is inevitable.

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

Learning from Experience

Nearly one-fourth of consumers assume their personal information is safe unless they are told otherwise. False confidence? Apathy? Whatever the reason, our survey uncovered several reasons why consumers should pay closer attention to where, or with whom, their data exists.

Personal Data

Under Immediate Fire

The threat is real: More than one in four consumers (26 percent) say they have had their personally identifiable information compromised within the last month. More than one in three (34 percent) have experienced a compromise within the last year.

Social Security

The Holy Grail for Cyber Criminals

With a social security number, a fraudster can achieve nearly every desired action, ranging from setting up false accounts to assuming a person’s entire identity.

What Information are Consumers Most Concerned about Having Exposed?

Linksters
Social Security Number/National ID Number
0
Socializers
Personal Account Information
0
MTV Generation
Login / Password Information
0
Maturists
Date of Birth
0
Maturists
Family Information (i.e., Names)
0
0
0
0
0
0

Into the Darkness…

Consumers need to be more concerned about what lies in the Dark. More than half of respondents in each generation who have completed a Dark Web scan found some of their information available. Despite these troubling results, the majority of consumers have yet to search the Dark Web for their most critical data.

At Least Some of my Personally Identifiable Information was Available on the Dark Web

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

I Have Completed a Dark Web Scan

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

Ways to Pay

Getting to the Source of Information Exposure

Consumers have access to more channels than ever before to pay for goods and services. But are they unknowingly sacrificing convenience for security?

Preferred Payment Methods

By Generation

Linksters
Linksters
18-23
0
Mobile Devices
On-Site Credit or Debit Card Payments
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0
Mobile Devices
On-Site Credit or Debit Card Payments
Linksters
Linksters
18-23
0
Mobile Apps
Personal Computers
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0
Mobile Apps
Personal Computers

Mobile Platforms

From Pocket to Payment

Despite their higher frequency of use, consumers are skeptical about the power of mobile payment platforms to safeguard PII.

Socializers
0
Maturists
0

Socializers are three times more likely than Maturists to use mobile platforms for retail, bill pay, or banking services.

Socializers
0
Maturists
0

Socializers also are the most confident that mobile payment channels can protect information, while Maturists are the most doubting.

Retailers

Cashing in on Post-Breach Customer Loyalty

Today’s consumers appear willing to forgive, but not completely forget should their favorite retailer experience a data breach.

Forty-three percent of consumers say they would still shop at a potentially affected retailer, but only use cash. Overall, nearly one in 10 consumers (11 percent) say they would stop shopping at a retailer who experienced a breach.

Shareable Content

Are Social Platforms the New Haven for Identity Thieves?

Eighteen percent of U.S. consumers say they’ve had a social media account hacked. With more channels available, and social platforms at the center of several recent and prominent data exposures, consumers need to take greater caution around an emerging source of online risk.

It’s Complicated

Facebook Users ARE Conflicted Following the Cambridge Analytica Scandal

In 2017, reports emerged that Facebook exposed users’ information to the Cambridge Analytica firm. Despite the reach and significance of such a prominent breach, consumers’ responses varied significantly.

Continued using Facebook at the same frequency
Thumbs Up
0
Changed their Facebook password
Thumbs Up
0
Deleted their Facebook accounts
Thumbs Down
0
Deleted other social media accounts
Thumbs Down
0

It’s Complicated

Facebook Users ARE Conflicted Following the Cambridge Analytica Scandal

Continued Facebook use following the scandal was consistent across all generations.

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

Social. Security.

Linksters, the MTV Generation, and Maturists believe that social media channels are more vulnerable to cyber attacks than online shopping, banking, and bill pay platforms, with Socializers also expressing comparable skepticism.

Platforms Considered most Vulnerable

BY Generation

Linksters
Linksters
18-23
0
Socializers
Socializers
24-34
0
MTV Generation
MTV Generation
35-54
0
Maturists
Maturists
55+
0
0
0
0
0

Digital Defense

How Technology Helps Consumers and Businesses Battle Back

While advances in technology have opened new opportunities for fraudsters, they also have empowered consumers and businesses to respond to – or even proactively prevent – information theft. This evolution has also elevated consumer expectations, while simultaneously inspiring debate around boundaries between privacy and security.

You Have ONE Hour

Nearly half (45 percent) of consumers expect a retailer, provider, or financial institution who may have experienced a data breach to notify them within an hour of discovery.

More consumers (34 percent) prefer to be notified of potential data breaches by text than by email (33 percent) or a personal phone call (28 percent).

Biometrics

Scanning the Divide

Despite their potential for enhanced and accelerated identification, consumers are split on the use of biometric technologies (such as fingerprint readers, retinal eye scanners, or facial recognition) as security tools.

I don’t want my physical characteristics logged in an external database
0
Biometrics are an acceptable and secure avenue for data protection
0
Biometric technologies have potential, but it’s too early to fully trust them
0

What’s Next in the Battle for Personally Identifiable Information?

As First Data’s 2018 Protecting Personally Identifiable Information survey reinforced, today’s consumers are more technically-savvy and diverse in their approaches to commerce, bill pay and information exchange than ever before. While the development of targeted strategies that accommodate the behaviors and preferences of each generation will benefit businesses in the long run, there are several fundamental tactics that businesses can undertake now to ensure that both they and their customers are keeping personal data as safe as possible.

Be Security Minded

Be Security Minded

Before launching new engagement tools, businesses need to be mindful of potential security vulnerabilities. If your consumers are monitoring and leveraging such platforms, chances are financial criminals will as well.

Maintain Communication

Maintain Communication

Although their retail approaches may vary in the future, the survey data highlights that today’s consumers are willing to forgive retailers who experience a breach. Consumers also expect nearly immediate alerts from retailers or financial institutions should their data become exposed.

Be Security Minded

Reinforce the Basics

With communication becoming more important in the fight against information theft, now also is a great time for businesses to remind their customers of basic steps they can take to close vulnerabilities.

Ready to better protect data and build trust among your consumer base?

Visit www.FirstData.com or contact our Cyber Security Product Team hereus at CyberSecurityProductTeam@firstdata.com or 1-866-965-8330 to learn more.

Data cited within this publication is a result of a research study conducted by First Data.

© 2018 First Data Corporation. All rights reserved. The First Data name, logo and related trademarks and service marks are owned by First Data Corporation and are registered or used in the U.S. and many foreign countries. All trademarks, service marks and trade names referenced in this material are the property of their respective owners.