OCSSMC National Consumer Quantitative Results

1. OCSSMC National Consumer Quantitative Results Presented By: Jennifer Airey jairey@heartandmindstrategies.com Dee Allsopdallsop@heartandmindstrategies.com June 29, 2010

2. Overall Program Objectives – A Quick Review The Online Consumer Security & Safety Messaging Convention (OCSSMC) seeks to develop a motivating and compelling online security and safety messaging suite for consumers to be used in a social marketing campaign across the public and private realms that: 1) Eliminates the discordant information on the threat of cyber menace. 2) Develops sound, consolidated messages that offer clear advice to the public on how to stay safe/secure online. 3) Produces a messaging suite to be used universally to raise awareness of e-crime and provide simple tips for individual consideration. 4) Creates consensus around a single, concise, memorable message for consumers for online security and safety. In the end, the long term goal is to have safe and secure cyber behavior become second nature, just as the way most Americans have heightened awareness to look both ways before crossing the street, buckle seat belts, and turn off lights when leaving a room.

3. Methodology • Field Dates: May 21 – 25, 2010 • Total Completes: 1,007 completes • Respondents: General public (18+) Nationwide • Mode: Online • Length: 18 minutes

4. Executive Summary Awareness + Relevance • Online safety and security are highly salient issues in the minds of the American public. • Having personal financial information lost or stolen is the most concerning of many important issues for the general public • Rated more concerning than no access to healthcare or losing the primary source of household income. • Nearly two-thirds of the public have heard, read or seen something about online safety and security issues recently • The recall tilts negative, focused on identity theft, increased frequency of attacks, and the need to change or enhance privacy settings • Respondents are very cognizant of the positive impact their actions can have on a broad range of other user groups—including the global community of all online users • However they do not make the same connection in the context of putting others at risk with their own actions—or inaction

5. Executive Summary Awareness + Relevance (continued…) • People generally feel safe and secure online, and seem to be aware of several things they can do to keep themselves that way • However, half of respondents report inaction due to a lack of knowledge and information or a belief that they are doing enough already • There are several indications that the public understands the communal, national nature of the online safety and security issue • There is broad agreement with campaign philosophies as well as a high level of interest surrounding this issue • The importance of a safe and secure environment in the context of financial, economic, and national security of the country is rated on par with personal and family life • One third sees online safety and security as most important at the national level • Interestingly, this level is lower in the work environment

6. Executive Summary Positive Values Laddering • Regardless of the actions taken or perceived as most important in keeping oneself safe and secure online, people are making their decision based on • Common sense • Things they can control • These decisions or actions make them feel: • Safer • More protected • More confident • Approximately four in five respondents ultimately center on one of the following three personal values: • Personal Security • Peace of Mind • Control

7. Executive Summary Negative Values Laddering • Regardless of what was deemed most concerning in the context of online safety and security, concerns were driven by fears of: • Causing harm to one’s family • Losing money • Losing control • These concerns create consequences of: • Increased debt (also Poor credit) • Taking time to fix • Threat to well being • Feeling taken advantage of • Approximately seven in ten respondents ultimately center on one of the following three personal values: • Violation / Insecurity • Loss of Control

8. Executive Summary • Online security experts and internet service providers are viewed as the most responsible for educating consumers on how to be safe and secure online, but are also reported to have the most impact on consumers’ personal behavior

9. STRATEGIC IMPERATIVES

10. Strategic Imperatives • Americans are primed for a communications campaign on cyber security. They have: • High interest and personal concern • High level of awareness on cyber security issues • High level of belief they can make a difference • Recognize they could be doing more • Moreover, Americans recognize the link between individual and national cyber security and care about protecting both. • All this despite the fact that most Americans generally feel safe and secure online in their personal actions and don’t feel anything they are doing puts others at risk.

11. Strategic Imperatives • Because of the high level of awareness and interest, Americans are motivated to want to do more, but cite “lack of information/knowledge” as a reason for not. • The language we use to describe this area of concern matters…”online” or “internet” are most familiar and work best with the public and with experts. • While perhaps more accurate or descriptive technically, “cyber” or “digital” are less understood at this point and do not work as well with a broad group of general Americans.

12. Strategic Imperatives The Heart+Mind Strategic Hinge The direct to consumer campaign should focus on specific things people can do to promote online safety and security—common sense things they can do and for which they are responsible—making them feel safer, more comfortable and confident giving them a sense of control and peace of mind and security. This results in a ‘bonus outcome’ of helping others Impacts Others Personal Security Peace of Mind Protected, More Comfortable and Confident Common Sense Actions, Personal Responsibility Something I control

13. Strategic Imperatives Relevant and Motivating Language to Build On Impacts Others Personal Security Peace of Mind Protected, More Comfortable and Confident … while also making the internet a safer and more secure place for everyone Common Sense Actions, Personal Responsibility Something I control … which helps me feel secure and gives me peace of mind… … protects me and those close to me so I can be confident and comfortable online… Common sense actions I already do and that are in my control, such as frequently updating security software, refreshing passwords and installing firewalls…

14. DETAILED FINDINGS

15. Awareness + Relevance

16. Loss of Personal Information is Among Most Concerning Issues • Internet Victim (7.5) • Females (7.4) • Ages 45–54 (7.4) • Black/AA (7.3) • Internet Victim (7) • Ages 55-64 (6.8) • Females (6.6) • Know Internet Victim (6) • Black/AA (6) • Kids in HH (5.9) • Internet Victim (5.6) • Ages 35-44 (5.7) Q400. The following is a list of several issues facing people across the country today. When you think about issues ranging from the general to the more personal, on a scale of 1 to 10 where 1 means you are “not at all concerned” and 10 means you are “extremely concerned,” please tell me how concerned you are about each of the following.

17. Respondents Split Between Use of Online and Internet as Terminology to Describe ‘Realm’ Online vs. Internet • HS or less Educated (45%) • Online Threat as top concern (40%) • Not interested in online safety issues (48%) Q405. As you think about activities where people use a device to share information, this could be data files, personal and/or financial information, pictures, web videos, emails, conducting banking activities, social networking etc., – which one of the descriptions below best characterizes or describes this from a very general standpoint:

18. Majority Have Recently Heard Something About Online Safety and Security Q410. Have you read, seen or head anything recently about online safety and security? Q412. Do you consider this positive or negative news?

19. Information Heard About Online Safety and Security Skews Negative What Have you Read, Seen Heard? 55% Negative 45% Positive Identity Theft Avoiding Scams/Phishing Virus Protection Financial Info Stolen Spyware/Malware Privacy Policies Protect Personal Info Scams / Phishing Protection Systems Attacks Increasing Software Protection Password Tips Hacking Monitor Kids Online Viruses Safety Tips Online Bullying Identity Protection Internet Predators Corp Security Breach Q411. What have you read, seen or heard recently about online safety and security? Please be as detailed as possible. Q412. Do you consider this positive or negative news?

20. There is Strong Agreement with All Campaign Philosophies, Objectives, and Calls to Action Q415. Please indicate whether you agree or disagree with each of the following statements:

21. Vast Majority Are Interested In and Consider Themselves Informed On Online Safety and Security Issues – Gap Shows Opportunity • Feel Vulnerable Online (99%) • Online Threat is Top Concern (96%) • Take no action because they Need More Info (95%) • Over the age of 45 (94%) • Residents of the South (94%) • Focus on the value of Personal Security (94%) • Take no action because they Do Enough Already (95%) • Mostly Online for Work (90%) • HH Income $100K+ (90%) • Was or Know Internet Victim (89%) • Feel Safe/Not Vulnerable (89%) • Residents of the South (88%) • Ages of 25-54 (87%) 90% 6% 84% -14% 20% Q420. There are a lot of issues and priorities for each of us in our lives and it can be hard to keep up with them everyday. When it comes to online safety and security, please indicate your personal level of interest in this topic: Q421. When it comes to online safety and security, please indicate how well informed you feel you are:

22. Respondents Are More Aware of the Positive Impact of Their Own Actions Than They Are about the Risk They Can Impose On Others • The Following Rate Positive Impact Higher than their Peers: • Have kids in HH • Have 3+ Devices with Internet Connections • Online Threat is Top Concern • Females • The Following Rate Put at Risk Higher than their Peers: • Feel Vulnerable Online • Online Threat Top Concern • Know Internet Victim Q427. To what degree do you believe your own actions can positively impact the online safety and security within each of the following? Please use a scale of 0-100 where 0=no impact at all, and 100=extremely significant impact. Q435. To what degree do you believe your own online actions have the potential to put each of the following at risk? Please use a scale of 0-100 where 0=no risk at all, and 100=extremely significant risk.

23. Online Safety and Security are Viewed as Most Important at the Personal Level, Though a Third Recognize Their Importance at the National Level There is no notable difference in how people perceive the semantic difference of safety vs. security Focus on the value of Personal Security (64%) Focus on the values of Control (47%) and Peace of Mind (42%) Q430. When you think about online safety do you see it as an issue that is most important at the: Q431. When you think about online security do you see it as an issue that is most important at the:

24. Respondents Generally Feel Safe and Secure Online, Especially Those Who Are More Connected • 3+ Devices Connected to the Internet (7.1) • Ages 55-64 (6.3) • Online Threat top Concern (6.5) Q440. How safe and secure do you feel online? Q441. How vulnerable or at risk do you feel online?

25. People Are Aware of Many Things They Should Be Doing to Be Safer and More Secure Online Protect Personal Info Clear Cookies Know Who You’re Dealing With Online No Attachments/Emails from Unknown Sender Visit Secured / Reputable Sites Keep Software Updated Enhance Security System Safe / Strong Passwords Limit Online Shopping / Banking Increase Personal Education Use Firewalls Enhance Social Networking Privacy Settings Q442. What are some specific actions or behaviors that you could take or do already take to be safer and more secure online?

26. Half of Respondents Report Inaction Because of Lack of Information or Because They Are Doing Enough Already Reasons People Choose to Not Be Safer/More Secure Online • Ages 55+ (37%) • Ages 65+ (41%) • Online Threat is Top Concern (33%) • No kids in HH (31%) • Interested in Online Security Issues (30%) • Not Interested in Online Security Issues (36%) • Focus on value of Freedom (29%) • Ages 18-34 (25%) • Spend less than 10 hours online a week (11%) • HH Income of $100K+ (13%) • Not interested in Online Security Issues (10%) • Ages 18-24 (10%) • Ages 35-44 (9%) Q445. Some people say that they don’t do all the things they know they can or should do to be safer and more secure online. What reason is most applicable to you personally?

27. Reasons for Inaction Differ Based on Age

28. Strong Majority are Taking Proactive Steps to Be Safer and More Secure Online, Though Many Report Multiple Behaviors With Potential Risk Q450. Have you done any of the following within the last 6 months?

29. Notably There is Strong Evidence that Consumers Understand the Importance of Safe and Secure Online Environment Beyond Their Personal Experiences • The following groups ALL rate EACH of these higher than their peers: • Women • Know Internet Victim • Resident of the South • Interested in Online Security Issues • Online Threat Top Concern Q425. Broadly thinking, please rate the importance of a safe and secure online environment in each of the different settings, using a scale of 0-100 where 0=not at all important, and 100=extremely important.

30. Values Laddering

31. Protecting Personal Information and Keeping Software Updated are Seen as Most Important • Those 35+ more likely to say keep software updated while those <35 more likely to think keeping passwords safe/secure/strong is most significant action Q500. Below are several things you might do to be safer and more secure online. Which of the follow do you believe is the most significant thing you can do to be safer and more secure online?

32. Identity Theft and Loss of Personal Financial Info are Most Concerning Q505. Which of the following is the greatest issue of concern when it comes to your personal safety and security online?

33. Overall Most Consumers Believe it is in Their Control to be Safer and More Secure Online • Feel vulnerable online (41%) • Were or Know Internet Victim (41%) • Females (41%) • Have Kids in HH (41%) • High School or Less Education (41%) • Do not feel vulnerable online (69%) • Ages 65+ (64%) • Post Grad Education (64%) • Males (63%) • No kids in HH (63%) Q507. Thinking about the last two questions, there are many different things you can do or control to make yourself safer and more secure online, but there are also several things to be concerned about that are out of your control. When you think about two sides of online safety and security, imagine them as two pieces of a pie. Please indicate how big each piece of the pie is to you personally, that is how big is the portion of things you can control and how big is the portion of things you cannot control that concern you. Each piece can be assigned any whole number between 0 and 100, however the total of the two pieces needs to equal 100.

34. Message Crafting: Philosophy Persuade by Reason, Motivate through Emotion While people need logical reasons for making decisions; logical reasons alone will not motivate them to take the action you seek (behavior change). They must believe that taking the action will lead to the satisfaction of one or more personal needs Personal Values Benefits & Emotions Consequences Understanding the linkages between levels is critical to crafting effective communications, positioning and messages. Attributes/ Rational Reasons Positive and Negative

35. Taking Any Action to be Safer and More Secure Online is Important Because it is Common Sense and is in Their Control Q510. Earlier you said that [INSERT Q500] is the most important thing you can do to be safer and more secure online. Why is that so important to you?

36. Consumers Want to Feel Safer, More Comfortable, Protected, or More Confident Online Q511. What benefit does [INSERT Q510] provide to you personally?

37. Taking Action to Be Safer and More Secure Online is Driven by the Values of Personal Security and Peace of Mind • Post Grad Education (46%) • Ages 35 – 54 (39%) • Residents of the West (20%) • Have Kids in HH (13%) • Ages 18 – 34 (11%) Q512. When you have the benefit of [INSERT Answer from Q511] What does that ultimately give you a sense of?

38. Consumers Fear Harm to Family, Loss of Money, and Damage to Their Credit Q515. Earlier you said that [INSERT Q505] is your greatest issue of concern when it comes to your safety and security online. Why is that so concerning to you?

39. Consumers Want to Avoid Increased Debt or the Financial Hardship Q516. What are the consequences of [INSERT Q515]? What are you deprived of?

40. Consequence Realized Would Make Most Feel Violated or Insecure • HH Income of $100K+ (38%) • College Grad (35%) • Residents of the West (31%) or Midwest (32%) • Residents of the Northeast (26%) • Residents of the South (21%) • Males (20%) Q517. What does the consequence of [INSERT Q516] ultimately give you a sense of?

41. More Than Two Thirds of All Consumers Are Likely to Take Action as a Result of the Proof Points Q550. Below are several facts and figures that have been validated by independent third parties. After your read each one, please indicate the degree to which that fact or figure would make you more or less likely to take action to become safer and more secure online. *Ask if Q100/1

42. Those Consumers Feel are Most Responsible for Educating the Public are Also Reported as the Most Impactful on Personal Behavior Q600. Aside from expert friends and family, which one of the following would have the most impact on your personal behavior as it relates to keeping yourself safe and secure online, and then indicate which one you feel has the most responsibility to help educate you on how to be safe and secure online.

43. Demographics

44. Slight Majority of Consumers Do Not Have Kids Under 18 Living at Home With Them Avg of 2.1 children Q650How many people are currently living in your household? Children (under the age of 18)

45. Majority of Consumers have between 1 and 3 Devices in Their Homes Capable of Connecting to the Internet Q655. Which of the following devices do you own that you use to connect to the Internet?

46. Nearly All Consumers Have a Home Computer or Laptop Q655. Which of the following devices do you own that you use to connect to the Internet?

47. Nearly Three Quarters of Consumers spend at Least 10 Hours a Week Online Q660. How many hours a week would you say that each of the household members spend online outside of work (using any devices such as a computer, mobile device, etc):

48. Vast Majority of Time Spent Online is for Work or Business Purposes Q661. Now thinking about all the time you spend online for business and/or pleasure, what percentage of time overall would you say you spend online for work compared to personal or entertainment purposes? You can assign each item an whole number between 0 and 100, however the total must add up to 100.

49. Nearly One Third of Consumers Have Been a Victim of Internet Crime or Know Someone who Has Q670. Have you or anyone you know ever been a victim of an Internet crime such as identity theft, Internet scam, cyber bullying, etc.

50. Standard Demographics