ibm cybersecurity and privacy research - pr …...the bad guys are winning over the good guys in the...

Harris Insights & Analytics, A Stagwell LLC Company © 2018

IBM Cybersecurity and Privacy

Research

April 13, 2018

2Harris Insights & Analytics, A Stagwell LLC Company © 2018

China

India

U.K.

Brazil

Germany

U.A.E.

U.S.

India

China

10,500INTERVIEWS

6 Overview

1 Expanded Look

7MARKETS

WHOGeneral Population Adults

• Including a subset of director-level+ business

leaders

WHENMarch 20 – 29, 2018

HOWData were collected via online survey

LENGTH OF SURVEY~11 minutes

Scope of Measurement

n=2126 global overview, n=2039 expanded look

n=1032

n=1020

n=1143

n=1101

n=1013

n=1026

US

UK

Germany

Brazil

China

India

United Arab Emirates

8,461 Global Overview

2,039 US Expanded Look

3Harris Insights & Analytics, A Stagwell LLC Company © 2018Harris Insights & Analytics, A Stagwell LLC Company © 2018

Key Headlines

IBM Cybersecurity

• A majority of the public is more concerned about cyber security than it was five years ago. In fact,

more than half are more worried about cybersecurity than war.

• A majority are confident that companies can protect their data and help in the wake of a breach, but

they near-universally want businesses to do more.

• Most feel business’ focus on profits could negatively impact cybersecurity commitment.

• Most across the globe (7 in 10) think it would be appropriate for government to step in given that

businesses have not been able to do enough.

• Cybersecurity is increasingly a filter for the public – it is a crucial consideration when making

purchase decisions.

• When it comes to driving choice, cybersecurity trumps confidence in leadership and corporate social

responsibility. It’s not just an under-the-hood operational function, it is part of how companies are

judged in the consumer marketplace.

• If a breach occurs, the public wants fast action – and most expect companies to cover consumer

costs.

• According to a majority of the US population, external cybersecurity threats are more important than

how companies handle data internally.

• While a majority of the US public sees companies’ ability to keep data private as absolutely key, it

has little trust in companies to do so.


4

Questions asked Globally

IBM Cybersecurity


10%

12%

7%

13%

31%

26%

18%

27%

41%

41%

42%

40%

19%

22%

33%

20%

The bad guys are winning over the goodguys in the cybersecurity war.

I am worried I will be hacked in the next 5years.

Cybersecurity worries me more today than5 years ago.

In the next year, I am more concernedabout cybersecurity than a potential war.

Strongly disagree Somewhat disagree Somewhat agree Strongly agree

IBM Cybersecurity

Three in four adults worry more about cybersecurity than five years ago

63% 61%37%

63% 59%78%

60%

82% 84%64%

82% 74% 76%61%

68% 73%

38%

81%58% 61% 56%

67% 71%46%

67%41%

70%55%

Scale of Vulnerability

To what extent do you agree or disagree with

each of the following?

Country data represent those who ‘strongly agree’

or ‘somewhat agree’

60% agree

75% agree

62% agree

60% agree


Total

IBM Cybersecurity

Scale of Vulnerability: Demo Breaks

In the next year, I am more

concerned about

cybersecurity than a

potential war.

Cybersecurity worries me

more today than 5 years ago.

I am worried I will be hacked

in the next 5 years.

The bad guys are winning

over the good guys in the

cybersecurity war.

62% 58%

72% 78%

61% 64%

60% 60%

61% 62% 54%

73% 75% 80%

61% 66% 60%

58% 59% 64%

60%

75%

62%

60%

Business

Executives

Data represent those who ‘strongly agree’ or

‘somewhat agree’

67%

75%

67%

61%

Men Women

Significantly higher than column indicated

18-34 35-54 55+


61%

57%

74%

76%

69%

66%

69%

71%

30%

41%

52%

65%

56%

68%

I trust companies to

help me repair any

damage due to a cyber

attack

IBM Cybersecurity

A majority has confidence in companies to protect data and repair it after a

breach

I am very confident in

companies’ current ability

to securely protect their

information

19%

44%

26%

11%

17%

42%

30%

11%

Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

63%agree

59%agree

Confidence in Companies

To what extent do you agree or

disagree with each of the following?




8%

6%

4%

21%

21%

11%

46%

48%

40%

25%

25%

45%

Given the lack of success businesses are having when it comes to

cybersecurity, it’s appropriate for government to step in.

Businesses are fully aware of thecybersecurity risks they face, but are

more focused on profits than addressingsecurity needs.

Businesses should be doing more toactively protect consumers against

cybersecurity threats.


IBM Cybersecurity

Mandate for businesses to do more, calls to put security over profit and for

government intervention

91% 93% 76% 93% 89% 83%67%

79% 82%57%

78% 72% 78%61%

67%83%

58% 63%83% 83%

63%

The Role of Business and Government

To what extent do you agree or disagree with each of

the following?



85% agree

73% agree

71% agree


Total

IBM Cybersecurity

Confidence in Business and its Role in Cybersecurity: Demo Breaks

62% 65%

58% 60%

82% 88%

71% 74%

70% 73%

67% 64% 56%

66% 60% 42%

82% 85% 91%

70% 74% 76%

70% 73% 73%

63%

59%

85%

73%

71%

Business

Executives



70%

70%

82%

71%

73%

Men Women

Businesses should be doing more to

actively protect consumers against


Given the lack of success businesses

are having when it comes to

cybersecurity, it’s appropriate for

government to step in.

Businesses are fully aware of the

cybersecurity risks they face, but are

more focused on profits than

addressing security needs.

I trust companies to help me repair

any damage due to a cyber attack

I am very confident in companies’

current ability to securely protect

their information

18-34 35-54 55+



6%

7%

11%

18%

18%

24%

46%

41%

43%

30%

34%

22%

These days, I think about whether I trusta company to keep my information safe

before I buy something from them.

If I don’t trust a company to protect my data I won’t buy from them no matter

how great their products are.

If a data breach happened, I trust companies to put consumers’ needs before their own to make things right.


IBM Cybersecurity

Cybersecurity key factor in purchase consideration

66% 63%46%

70% 76% 78%57%

79% 82%62%

82% 81% 74% 63%

79% 79%61%

85% 84% 81%65%

Business Fallout

To what extent do you agree or disagree

with each of the following?



65% agree

75% agree

77% agree


Total

IBM Cybersecurity

Business Fallout: Demo Breaks

64% 67%

73% 77%

74% 79%

68% 65% 60%

73% 76% 77%

77% 77% 77%

65%

75%

77%

Business

Executives



71%

76%

78%

Men Women

If a data breach happened, I

trust companies to put

consumers’ needs before

their own to make things

right.

If I don’t trust a company to

protect my data I won’t buy

from them no matter how

great their products are.

These days, I think about

whether I trust a company to

keep my information safe

before I buy something from

them.

18-34 35-54 55+



Cybersecurity in

the context of

purchase decision-

making

The quality of their products

and services

How the company engages

in communities and with the

environment

The quality of their

employees and leadership

How well they protect their

customer’s data from a

cyber attack

3%

3%

2%

2%

3%

2%

2%

2%

6%

5%

4%

3%

17%

15%

11%

10%

22%

21%

17%

14%

22%

24%

22%

23%

26%

30%

41%

47%

1 - Not at all Important 2 3 4 5 6 7 - Extremely Important

Extremely Important (6-7)

Cybersecurity concerns trump leadership confidence

and CSR when it comes to driving decisions

70%

63%

54%

48%

It’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?


IBM Cybersecurity

In all markets, cybersecurity is second only to product quality when it comes

to decision drivers

The quality of their products and

services

How the company engages in

communities and with the environment

The quality of their employees and

leadership

How well they protect their customer’s

data from a cyber attack

Cybersecurity in the Context of ReputationExtremely Important (6-7)

77% 74% 72% 79% 67% 73% 47%

68% 60% 56% 75% 63% 70% 45%

58% 43% 49% 66% 55% 63% 44%

48% 38% 41% 59% 48% 63% 40%

Country data represent those who ‘strongly agree’ or ‘somewhat agree’


Total

IBM Cybersecurity

Cybersecurity in the Context of Reputation: Demo Breaks

66% 75%

59% 67%

52% 57%

45% 52%

64% 71% 83%

59% 62% 72%

54% 53% 56%

49% 49% 45%

70%

63%

54%

48%

Business

Executives

Data represent those who said ‘extremely

important’ (6-7)

68%

64%

59%

56%

Men Women


products and services

How the company

engages in

communities and with

the environment


employees and

leadership

How well they protect

their customer’s data

from a cyber attack

18-34 35-54 55+



Priorities

Following a Breach

Is direct and honest in the wake of a

cybersecurity crisis

Effectively fixes the problem (for

example, a software patch) to stop

further damage

Is accessible to customers in the

wake of a cybersecurity incident

Quickly reports the breach

Offering costly third-party identity protection

services considered as important as quick

communications

2%

2%

2%

2%

2%

2%

2%

2%

2%

2%

2%

2%

4%

4%

4%

3%

3%

3%

10%

10%

9%

9%

9%

9%

15%

14%

13%

13%

12%

12%

22%

22%

21%

20%

19%

17%

46%

47%

50%

52%

53%

55%

1 - Not at all Important 2 3 4 5 6 7 - Extremely Important

Covers customer costs for using a

third party to protect identities in the

wake of a breach

Quickly fixes the problem to stop the

breach

73%

73%

71%

71%

67%

69%

Extremely Important (6-7)

When a company

experiences a

cybersecurity breach

and customer data has

been compromised,

how important is it that

companies do each of

the following?


IBM Cybersecurity

Speed is paramount…everywhere

Priorities Following a BreachExtremely Important (6-7)

Is direct and honest in the wake of a

cybersecurity crisis



further damage





third party to protect identities in the

wake of a breach

Quickly fixes the problem to stop the

breach

80% 79% 78% 81% 70% 68%50%

80% 77% 77% 82%70% 71%

51%

80% 77% 77% 82%64% 68%

51%

78% 77% 75% 80%67% 70%

47%

76% 72% 74% 79% 66% 65%49%

75% 72% 70% 78%65% 66%

45%

Country data represent those who ‘strongly agree’ or ‘somewhat agree’


Total

IBM Cybersecurity

Confidence in Business and its Role in Cybersecurity: Demo Breaks

69 77

69 77

68 75

67% 75%

64 74

63 72

65 74 89

66 73 88

63 73 88

64% 70% 87%

62 69 84

60 68 83

73%

73%

71%

71%

69%

67%

Business

Executives

69%

68%

67%

67%

67%

65

Men Women

Is direct and honest in the wake of

a cybersecurity crisis



further damage





third party to protect identities in

the wake of a breach

Quickly fixes the problem to stop

the breach

Data represent those who said ‘extremely

important’ (6-7)

18-34 35-54 55+



18

US: Expanded View

IBM Cybersecurity


IBM Cybersecurity

External cybersecurity protection trumps internal intent

66%

34%

Having security to make sure myprivate data cannot be accessed by

hackers

Having policies to make sure thecompany does not use my data for

purposes I have not agreed to

Which attribute of companies/organizations you interact with

do you value more?


Total

IBM Cybersecurity

Cyber Security Values: Demo Breaks

66% 66%

34% 34%

63% 63% 71%

37% 37% 29%

66%

34%

Business

Executives

60%

40%

Men Women

Which attribute of companies/organizations

you interact with do you value more?

Having policies to make sure

the company does not use

my data for purposes I have

not agreed to

Having security to make sure

my private data cannot be

accessed by hackers

18-34 35-54 55+



1% 2%2% 5% 11% 13% 65%

1 - Not at all important 2 3 4 5 6 7 8 9 10 - Extremely important

78% Extremely

important

IBM Cybersecurity

Huge gap between importance of data privacy and trust in companies to

protect it

How important is a company's

ability to maintain the privacy of

your data?

5% 2% 5% 5% 14% 13% 19% 17% 10% 10%

1 - Do not trust at all 2 3 4 5 6 7 8 9 10 - Trust completely

20% Trust completely

How much do you trust the

companies/organizations you

interact with to maintain the privacy

of your data?


Total

IBM Cybersecurity

Importance and Trust: Demo Breaks

73% 82%65% 83% 83%78%

Business

Executives

74%

Men Women

How important is a company's ability to

maintain the privacy of your data?

18-34 35-54 55+


Data represent those who said (9-10) (‘extremely

important’ and ‘trust completely,’ respectively)

Total

20% 21%26% 22% 14%20%

Business

Executives

34%

Men Women

How much do you trust the

companies/organizations you interact with

to maintain the privacy of your data?

18-34 35-54 55+


23

Appendix

IBM Cybersecurity


IBM Cybersecurity

Methodology for Use in Press Materials

This survey was conducted online by The Harris Poll on

behalf of IBM between March 20-26th, 2018, among 8,461

adults ages 18+ in the US (n=2126), UK (n=1032),

Germany (n=1020), Brazil (n=1143), China (n=1101), India

(1013), and United Arab Emirates (n=1026). 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].

Global Overview

This survey was conducted online within the United States by

The Harris Poll on behalf of IBM from March 27-29, 2018

among 2,039 U.S. adults ages 18 and older. 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 Expanded Look


IBM Cybersecurity

Questions Asked – Global Overview

Q1 To what extent do you agree or disagree with each of the following?

1. Strongly agree

2. Somewhat agree

3. Somewhat disagree

4. Strongly disagree

[RANDOMIZE]

1. In the next year, I am more concerned about cybersecurity than a

potential war.

2. Cybersecurity worries me more today than 5 years ago.

3. I am worried I will be hacked in the next 5 years.

4. The bad guys are winning over the good guys in the cybersecurity war.

5. Given the lack of success businesses are having when it comes to

cybersecurity, it’s appropriate for government to step in.

6. Businesses should be doing more to actively protect consumers against


7. I trust companies to help me repair any damage due to a cyber attack.

8. I am very confident in companies’ current ability to securely protect their

information.

9. Businesses are fully aware of the cybersecurity risks they face, but are

more focused on profits than addressing security needs.

10. These days, I think about whether I trust a company to keep my

information safe before I buy something from them.

11. If a data breach happened, I trust companies to put consumers’ needs

before their own to make things right.

12. If I don’t trust a company to protect my data I won’t buy from them no

matter how great their products are.

Q2 It’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?

Q2a [DISPLAY HORIZONTALLY]

1 - Not at all important

2

3

4

5

6

7 - Extremely important

[RANDOMIZE]

1. The quality of their products and services

2. How the company engages in communities and with the environment

3. The quality of their employees and leadership

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

Q3 When a company experiences a cybersecurity breach and customer data has

been compromised, how important is it that companies do each of the following?

1 - Not at all important

2

3

4

5

6

7 - Extremely important

[RANDOMIZE]

1. Quickly reports the breach

2. Quickly fixes the problem to stop the breach

3. Covers customer costs for using a third party to protect identities in the

wake of a breach

4. Is accessible to customers in the wake of a cybersecurity incident

5. Effectively fixes the problem (for example, a software patch) to stop further

damage

6. Is direct and honest in the wake of a cybersecurity crisis

Q4 Thinking of your current employment, would you describe yourself as having a

director-level position or above in business?

1. Yes

2. No

3. I’m not currently employed


IBM Cybersecurity

Questions Asked – US Expanded View

Q1 Which attribute of companies/organizations you interact with do you value

more?

[RANDOMIZE]

1. Having policies to make sure the company does not use my data for

purposes I have not agreed to

2. Having security to make sure my private data cannot be accessed by

hackers

Q2 How important is it that the companies/organizations you interact with are able

to maintain the privacy of your data?

1 – Not at all important

2

3

4

5

6

7

8

9

10– Extremely important

Q3 How much do you trust the companies/organizations you interact with to

maintain the privacy of your data?

1 – No trust at all

2

3

4

5

6

7

8

9

10– Trust completely

Q4 Thinking of your current employment, would you describe yourself as having a

director-level position or above in business?

1. Yes

2. No

3. I’m not currently employed

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