Who’s Worried About Security of Personal Information?

There’s been a lot of discussion about personal information security lately, so I decided to dig into Temkin Group’s Consumer Benchmark Studies. In our Q1 2013 study of 10,000 U.S. consumers, 68.7% of consumers agree with the statement “I worry about the security of my personal information” and 29.0% strongly agree. It turns out that this level of concern has declined from our Q1 2012 study which showed that 69.6% agreed and 32.6% strongly agreed with the statement.


We examined the 2013 data by different demographic segments and found that:

  • Consumers with the lowest level of education are the most worried across all segments (73%)
  • Consumers earning between $100K and $150K are the least worried across all segments (65%)
  • Consumers between the ages of 45 to 64 year-olds are the most worried (72%)
  • Consumers younger than 35 and older than 75 are the least concerned (66%)
  • Caucasians are the least worried ethnic group (68%)


We also examined the data by groups of consumers who had recently interacted with 272 organizations. This analysis shows that:

  • Companies have between 66% and 83% of their customers who are worried about the security of their personal information.
  • Companies that have 80% or more of their consumers worried about security are: CellularOne, Fujitsu, AirTran Airways, Jeep, Electrolux, Advantage Rent A Car, Buick, National Car Rental, Ameriprise Financial, and Haier.
  • Companies that have less than 70% of their consumers worried about security are: SunTrust Bank, Trade Joe’s, Piggly Wiggly, DirecTV, Regions, Citigroup, Liberty Mutual, credit unions, The Hartford, US Bank, Sprint, Gateway, ING Direct, Amazon.com, Medicare, and Charter Communications.

Download data for 272 organizations

The bottom line: Two-thirds of consumers are worried about personal information security

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: