IBM Cybersecurity PR Research - Final PDF

IBM Cybersecurity and Privacy
Research
April 13, 2018
Harris Insights & Analytics, A Stagwell LLC Company © 2018

Scope of Measurement
WHO
General Population Adults
• Including a subset of director-level+ business
Germany
leaders
U.K.
China
HOW
China
U.S. Data were collected via online survey
India
India
U.A.E. LENGTH OF SURVEY

~11 minutes
Brazil
WHEN
March 20 – 29, 2018
US n=2126 global overview, n=2039 expanded look

UK n=1032
Germany n=1020
Brazil n=1143
7 6 Overview
1 Expanded Look
10,500 8,461 Global Overview
2,039 US Expanded Look
China
India
n=1101
n=1013
MARKETS INTERVIEWS United Arab Emirates n=1026
2
IBM Cybersecurity
• A majority of the public is more concerned about cyber security than it was five years ago. In fact,
Key Headlines 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.
3
IBM Cybersecurity
Questions asked Globally
4
IBM Cybersecurity
Three in four adults worry more about cybersecurity than five years ago
Scale of Vulnerability
To what extent do you agree or disagree with
each of the following?
78%
63% 61% 63% 59% 60%
37%
In the next year, I am more concerned 60%
13% 27% 40% 20%
about cybersecurity than a potential war. agree
82% 84% 82% 74% 76%

64% 61%
Cybersecurity worries me more today than 75%
7% 18% 42% 33%
5 years ago. agree
68% 73% 81%

58% 61% 56%
I am worried I will be hacked in the next 5
38%
12% 26% 41% 22% 62%
years. agree
67% 71% 67% 70%

46% 55%
41%
The bad guys are winning over the good
10% 31% 41% 19%
60%
guys in the cybersecurity war. agree
Strongly disagree Somewhat disagree Somewhat agree Strongly agree

Country data represent those who ‘strongly agree’ 5
or ‘somewhat agree’
IBM Cybersecurity
Scale of Vulnerability: Demo Breaks
Business
Total Executives 18-34 35-54 55+ Men Women
In the next year, I am more

concerned about
cybersecurity than a
60% 67% 61% 62% 54% 62% 58%
potential war.
Cybersecurity worries me 75% 75% 73% 75% 80% 72% 78%

more today than 5 years ago.
I am worried I will be hacked

62% 67% 61% 66% 60% 61% 64%
in the next 5 years.
The bad guys are winning

over the good guys in the 60% 61% 58% 59% 64% 60% 60%
cybersecurity war.
Data represent those who ‘strongly agree’ or 6

Significantly higher than column indicated ‘somewhat agree’
IBM Cybersecurity
A majority has confidence in companies to protect data and repair it after a

breach
Confidence in Companies
To what extent do you agree or
disagree with each of the following?
68%
11%
65%
19%
I trust companies to 41%
help me repair any 26% 63% 71%
damage due to a cyber agree 66%
attack 76%
44%
57%
56%
11% 17% 52%
I am very confident in 30%
companies’ current ability 59% 69%
30%
to securely protect their agree
69%
information 42%
74%
61%
Strongly agree
Somewhat agree
Somewhat disagree
Strongly disagree Country data represent those who ‘strongly agree’ 7
IBM Cybersecurity
Mandate for businesses to do more, calls to put security over profit and for
government intervention
The Role of Business and Government
To what extent do you agree or disagree with each of
the following?
91% 93% 76% 93% 89% 83%

67%
Businesses should be doing more to
actively protect consumers against 4%
11% 40% 45% 85%
cybersecurity threats. agree
79% 82% 78% 72% 78%

57% 61%
Businesses are fully aware of the
cybersecurity risks they face, but are 73%
6% 21% 48% 25%
more focused on profits than addressing
agree
security needs.
83% 83% 83%

67% 58% 63% 63%
Given the lack of success businesses
are having when it comes to 71%
8% 21% 46% 25%
cybersecurity, it’s appropriate for
agree
government to step in.
Strongly disagree Somewhat disagree Somewhat agree Strongly agree

Country data represent those who ‘strongly agree’ 8
IBM Cybersecurity
Confidence in Business and its Role in Cybersecurity: Demo Breaks
Business
I trust companies to help me repair

any damage due to a cyber attack 63% 70% 67% 64% 56% 62% 65%
I am very confident in companies’

current ability to securely protect 59% 70% 66% 60% 42% 58% 60%
their information
Businesses should be doing more to

actively protect consumers against 85% 82% 82% 85% 91% 82% 88%
cybersecurity threats.
Businesses are fully aware of the

cybersecurity risks they face, but are
more focused on profits than
73% 71% 70% 74% 76% 71% 74%
addressing security needs.
Given the lack of success businesses

are having when it comes to
cybersecurity, it’s appropriate for
71% 73% 70% 73% 73% 70% 73%
government to step in.

IBM Cybersecurity
Cybersecurity key factor in purchase consideration
Business Fallout
To what extent do you agree or disagree
with each of the following?
66% 70% 76% 78%

63% 57%
If a data breach happened, I trust 46%
companies to put consumers’ needs 11% 24% 43% 22% 65%
before their own to make things right. agree
79% 82% 82% 81% 74%

62% 63%
If I don’t trust a company to protect my
data I won’t buy from them no matter 7% 18% 41% 34% 75%
how great their products are. agree
79% 79% 85% 84% 81%

61% 65%
These days, I think about whether I trust
a company to keep my information safe 6%18% 46% 30% 77%
before I buy something from them. agree
Strongly disagree Somewhat disagree Somewhat agree Strongly agree Country data represent those who ‘strongly agree’ 10
IBM Cybersecurity
Business Fallout: Demo Breaks
Business
If a data breach happened, I

trust companies to put
consumers’ needs before 65% 71% 68% 65% 60% 64% 67%
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 75% 76% 73% 76% 77% 73% 77%
great their products are.
These days, I think about

whether I trust a company to
keep my information safe 77% 78% 77% 77% 77% 74% 79%
before I buy something from
them.

Cybersecurity concerns trump leadership confidence
Cybersecurity in
and CSR when it comes to driving decisions
the context of
purchase decision-
Extremely Important
making (6-7)
3% 70%
The quality of their products 2% 2% 10% 14% 23% 47%
It’s likely that many and services
things come together
to influence whether
or not you’ll do
business with a How well they protect their 4%
2% 2% 11% 17% 22% 41% 63%
company. Today, customer’s data from a
how important would cyber attack
you say are each of
the following when it
comes to your
decision? The quality of their 3% 2%
5%
15% 21% 24% 30% 54%
employees and leadership
How the company engages 48%

in communities and with the 3% 3% 6% 17% 22% 22% 26%
environment
1 - Not at all Important 2 3 4 5 6 7 - Extremely Important
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IBM Cybersecurity
In all markets, cybersecurity is second only to product quality when it comes

to decision drivers
Cybersecurity in the Context of Reputation
Extremely Important (6-7)
The quality of their products and

77% 74% 72% 79% 67% 73% 47%
services
How well they protect their customer’s 68% 60% 56% 75% 63% 70% 45%
data from a cyber attack
The quality of their employees and

58% 43% 49% 66% 55% 63% 44%
leadership
How the company engages in 48% 38% 41% 59% 48% 63% 40%
communities and with the environment
13
Country data represent those who ‘strongly agree’ or ‘somewhat agree’
IBM Cybersecurity
Cybersecurity in the Context of Reputation: Demo Breaks
Business
The quality of their

70% 68% 64% 71% 83% 66% 75%
products and services
How well they protect

their customer’s data 63% 64% 59% 62% 72% 59% 67%
from a cyber attack
The quality of their

employees and 54% 59% 54% 53% 56% 52% 57%
leadership
How the company

engages in
communities and with 48% 56% 49% 49% 45% 45% 52%
the environment
Data represent those who said ‘extremely 14

Significantly higher than column indicated important’ (6-7)
Offering costly third-party identity protection
services considered as important as quick
communications
Extremely Important
Priorities (6-7)
Following a Breach
Quickly fixes the problem to stop the 2% 2%3% 9% 12% 17% 55% 73%
When a company breach
experiences a
cybersecurity breach Effectively fixes the problem (for
2% 2%3% 9% 12% 19% 53% 73%
example, a software patch) to stop
and customer data has further damage
been compromised,
how important is it that Quickly reports the breach 2% 2%3% 9% 13% 20% 52% 71%
companies do each of
the following?
Is direct and honest in the wake of a 2% 2%4% 9% 13% 21% 50% 71%
cybersecurity crisis
Is accessible to customers in the 2% 2%4% 10% 14% 22% 47% 69%

wake of a cybersecurity incident
Covers customer costs for using a

third party to protect identities in the 2% 2%4% 10% 15% 22% 46% 67%
wake of a breach
1 - Not at all Important 2 3 4 5 6 7 - Extremely Important
15
IBM Cybersecurity
Speed is paramount…everywhere
Priorities Following a Breach

Extremely Important (6-7)
80% 79% 78% 81% 70% 68%

50%
Quickly fixes the problem to stop the
breach
80% 77% 77% 82% 71%
70%
51%
Effectively fixes the problem (for
example, a software patch) to stop
further damage
80% 77% 77% 82% 68%
64% 51%
Quickly reports the breach
78% 77% 75% 80% 67% 70%

47%
Is direct and honest in the wake of a
cybersecurity crisis
76% 72% 74% 79% 66% 65%
49%
Is accessible to customers in the
wake of a cybersecurity incident
75% 72% 70% 78%
65% 66%
Covers customer costs for using a 45%
third party to protect identities in the
wake of a breach 16
Country data represent those who ‘strongly agree’ or ‘somewhat agree’
IBM Cybersecurity
Confidence in Business and its Role in Cybersecurity: Demo Breaks
Business
Quickly fixes the problem to stop

the breach 73% 69% 65 74 89 69 77
Effectively fixes the problem (for

example, a software patch) to stop 73% 68% 66 73 88 69 77
further damage
Quickly reports the breach 71% 67% 63 73 88 68 75
Is direct and honest in the wake of

a cybersecurity crisis 71% 67% 64% 70% 87% 67% 75%
Is accessible to customers in the

wake of a cybersecurity incident 69% 67% 62 69 84 64 74
Covers customer costs for using a

third party to protect identities in 67% 65 60 68 83 63 72
the wake of a breach
Data represent those who said ‘extremely 17

Significantly higher than column indicated important’ (6-7)
IBM Cybersecurity
US: Expanded View
18
IBM Cybersecurity
External cybersecurity protection trumps internal intent
Which attribute of companies/organizations you interact with

do you value more?
66%
34%
Having security to make sure my Having policies to make sure the

private data cannot be accessed by company does not use my data for
hackers purposes I have not agreed to
19
IBM Cybersecurity
Cyber Security Values: Demo Breaks
Which attribute of companies/organizations

you interact with do you value more?
Business
Having security to make sure

my private data cannot be
66% 60% 63% 63% 71% 66% 66%
accessed by hackers
Having policies to make sure

the company does not use 34% 40% 37% 37% 29% 34% 34%
my data for purposes I have
not agreed to
20
Significantly higher than column indicated
IBM Cybersecurity
Huge gap between importance of data privacy and trust in companies to

protect it
Extremely
78% important
How important is a company's

ability to maintain the privacy of 11% 13% 65%
1% 2%2% 5%
your data?
1 - Not at all important 2 3 4 5 6 7 8 9 10 - Extremely important
20% Trust completely

How much do you trust the
companies/organizations you
5% 2% 5% 5% 14% 13% 19% 17% 10% 10%
interact with to maintain the privacy
of your data?
1 - Do not trust at all 2 3 4 5 6 7 8 9 10 - Trust completely

21
IBM Cybersecurity
Importance and Trust: Demo Breaks
Business
How important is a company's ability to

maintain the privacy of your data? 78% 74% 65% 83% 83% 73% 82%
Business
How much do you trust the

companies/organizations you interact with
20% 34% 26% 22% 14% 20% 21%
to maintain the privacy of your data?
Data represent those who said (9-10) (‘extremely

important’ and ‘trust completely,’ respectively) 22
Significantly higher than column indicated
IBM Cybersecurity
Appendix
23
IBM Cybersecurity
Methodology for Use in Press Materials
Global Overview US Expanded Look

This survey was conducted online by The Harris Poll on This survey was conducted online within the United States by
behalf of IBM between March 20-26th, 2018, among 8,461 The Harris Poll on behalf of IBM from March 27-29, 2018
adults ages 18+ in the US (n=2126), UK (n=1032), among 2,039 U.S. adults ages 18 and older. This online
Germany (n=1020), Brazil (n=1143), China (n=1101), India survey is not based on a probability sample and therefore no
(1013), and United Arab Emirates (n=1026). This online estimate of theoretical sampling error can be calculated. For
survey is not based on a probability sample and therefore complete survey methodology, including weighting variables
and subgroup sample sizes, please contact Wendy Salomon
no estimate of theoretical sampling error can be calculated.
at wendy.salomon@harrisinsights.com.
For complete survey methodology, including weighting
variables and subgroup sample sizes, please contact
Wendy Salomon at wendy.salomon@harrisinsights.com.
24
IBM Cybersecurity
Questions Asked – Global Overview
Q1 To what extent do you agree or disagree with each of the following? Q2 It’s likely that many things come together to influence whether or not you’ll do Q3 When a company experiences a cybersecurity breach and customer data has
business with a company. Today, how important would you say are each of the been compromised, how important is it that companies do each of the following?
following when it comes to your decision?
1. Strongly agree 1 - Not at all important
2. Somewhat agree Q2a [DISPLAY HORIZONTALLY] 2
3. Somewhat disagree 3
4. Strongly disagree 1 - Not at all important 4
2 5
[RANDOMIZE] 3 6
4 7 - Extremely important
1. In the next year, I am more concerned about cybersecurity than a 5
potential war. 6 [RANDOMIZE]
2. Cybersecurity worries me more today than 5 years ago. 7 - Extremely important
3. I am worried I will be hacked in the next 5 years. 1. Quickly reports the breach
4. The bad guys are winning over the good guys in the cybersecurity war. [RANDOMIZE] 2. Quickly fixes the problem to stop the breach
5. Given the lack of success businesses are having when it comes to 3. Covers customer costs for using a third party to protect identities in the
cybersecurity, it’s appropriate for government to step in. 1. The quality of their products and services wake of a breach
6. Businesses should be doing more to actively protect consumers against 2. How the company engages in communities and with the environment 4. Is accessible to customers in the wake of a cybersecurity incident
cybersecurity threats. 3. The quality of their employees and leadership 5. Effectively fixes the problem (for example, a software patch) to stop further
7. I trust companies to help me repair any damage due to a cyber attack. 4. How well they protect their customer’s data from a cyber attack damage
8. I am very confident in companies’ current ability to securely protect their 6. Is direct and honest in the wake of a cybersecurity crisis
information.
9. Businesses are fully aware of the cybersecurity risks they face, but are
more focused on profits than addressing security needs. Q4 Thinking of your current employment, would you describe yourself as having a
10. These days, I think about whether I trust a company to keep my director-level position or above in business?
information safe before I buy something from them.
11. If a data breach happened, I trust companies to put consumers’ needs 1. Yes
before their own to make things right. 2. No
12. If I don’t trust a company to protect my data I won’t buy from them no 3. I’m not currently employed
matter how great their products are.
25
IBM Cybersecurity
Questions Asked – US Expanded View
Q1 Which attribute of companies/organizations you interact with do you value Q3 How much do you trust the companies/organizations you interact with to
more? maintain the privacy of your data?
[RANDOMIZE] 1 – No trust at all

2
1. Having policies to make sure the company does not use my data for 3
purposes I have not agreed to 4
2. Having security to make sure my private data cannot be accessed by 5
hackers 6
7
8
Q2 How important is it that the companies/organizations you interact with are able 9
to maintain the privacy of your data? 10– Trust completely
1 – Not at all important

2 Q4 Thinking of your current employment, would you describe yourself as having a
3 director-level position or above in business?
4
5 1. Yes
6 2. No
7 3. I’m not currently employed
8
9
10– Extremely important
26

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IBM Cybersecurity and Privacy

Harris Insights & Analytics, A Stagwell LLC Company © 2018

U.A.E. LENGTH OF SURVEY

US n=2126 global overview, n=2039 expanded look

Questions asked Globally

82% 84% 82% 74% 76%

68% 73% 81%

67% 71% 67% 70%

Strongly disagree Somewhat disagree Somewhat agree Strongly agree

Scale of Vulnerability: Demo Breaks

In the next year, I am more

Cybersecurity worries me 75% 75% 73% 75% 80% 72% 78%

I am worried I will be hacked

The bad guys are winning

Data represent those who ‘strongly agree’ or 6

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

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

79% 82% 78% 72% 78%

83% 83% 83%

Strongly disagree Somewhat disagree Somewhat agree Strongly agree

Confidence in Business and its Role in Cybersecurity: Demo Breaks

I trust companies to help me repair

I am very confident in companies’

Businesses should be doing more to

Businesses are fully aware of the

Given the lack of success businesses

Data represent those who ‘strongly agree’ or 9

Cybersecurity key factor in purchase consideration

66% 70% 76% 78%

79% 82% 82% 81% 74%

79% 79% 85% 84% 81%

Business Fallout: Demo Breaks

If a data breach happened, I

If I don’t trust a company to

These days, I think about

Data represent those who ‘strongly agree’ or 11

How the company engages 48%

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

The quality of their products and

The quality of their employees and

Cybersecurity in the Context of Reputation: Demo Breaks

The quality of their

How well they protect

The quality of their

How the company

Data represent those who said ‘extremely 14

Is accessible to customers in the 2% 2%4% 10% 14% 22% 47% 69%

Covers customer costs for using a

Priorities Following a Breach

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

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

Confidence in Business and its Role in Cybersecurity: Demo Breaks

Quickly fixes the problem to stop

Effectively fixes the problem (for

Quickly reports the breach 71% 67% 63 73 88 68 75

Is direct and honest in the wake of

Is accessible to customers in the

Covers customer costs for using a

Data represent those who said ‘extremely 17

US: Expanded View

External cybersecurity protection trumps internal intent

Which attribute of companies/organizations you interact with

Having security to make sure my Having policies to make sure the