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IBM Cybersecurity PR Research - Final PDF
IBM Cybersecurity PR Research - Final PDF
Research
April 13, 2018
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
Brazil
WHEN
March 20 – 29, 2018
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
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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.
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IBM Cybersecurity
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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
Business
Total Executives 18-34 35-54 55+ Men Women
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
or ‘somewhat agree’
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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?
Business
Total Executives 18-34 35-54 55+ Men Women
Business Fallout
To what extent do you agree or disagree
with each of the following?
Strongly disagree Somewhat disagree Somewhat agree Strongly agree Country data represent those who ‘strongly agree’ 10
or ‘somewhat agree’
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IBM Cybersecurity
Business
Total Executives 18-34 35-54 55+ Men Women
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 well they protect their customer’s 68% 60% 56% 75% 63% 70% 45%
data from a cyber attack
How the company engages in 48% 38% 41% 59% 48% 63% 40%
communities and with the environment
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Country data represent those who ‘strongly agree’ or ‘somewhat agree’
IBM Cybersecurity
Business
Total Executives 18-34 35-54 55+ Men Women
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
Speed is paramount…everywhere
Business
Total Executives 18-34 35-54 55+ Men Women
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IBM Cybersecurity
66%
34%
Business
Total Executives 18-34 35-54 55+ Men Women
20
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Significantly higher than column indicated
IBM Cybersecurity
Extremely
78% important
Business
Total Executives 18-34 35-54 55+ Men Women
Business
Total Executives 18-34 35-54 55+ Men Women
Appendix
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IBM Cybersecurity
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IBM Cybersecurity
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.
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IBM Cybersecurity
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?
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