Fake data: survey reveals extent of false data supplied by consumers

Forget fake news, fake data is creeping up on companies worldwide, as consumers express doubts over how their information is used.

A survey by global cybersecurity leader RSA, of 7,500 adult consumers in France, Germany, Italy, the U.K. and U.S., has revealed the extent to which consumers are falsifying data online to avoid sharing personal information with companies, with 78% of respondents also saying that company reputation relating to data and privacy impacts their buying decisions.

According to the survey, 41% of consumers admit to intentionally falsifying personal information and data when signing up for products and services online, revealing a continued skepticism over how their data is used. More than half of respondents (55%) also said they would avoid handing personal data to a company they know to have been selling or misusing data without consent.

Additionally, 78% of respondents said that a company’s reputation when it came to handling of customer data made an impact on their buying decisions. Over two thirds (69%) would completely boycott a company that repeatedly showed no regard for protecting customer data.

The study aims to shed light on the value today’s consumer places on the security of their personal information, the lengths they would go to protect it, and the subsequent business-impact for global organisations.

The vast majority of respondents (90%) voiced concern about their private information being lost, stolen or manipulated – the major concerns being monetary theft (74%), identity theft (70%), and having embarrassing or sensitive information made public (45%). More than a third (36%) also fear being blackmailed with stolen private images or messages.

Such high levels of concern are likely the result of a far greater awareness of data breaches among the general public, with over 7 in 10 respondents (72%) claiming to be more aware of such threats than they were five years ago.

Additional findings also revealed that falsifying personal information isn’t the only way consumers are attempting to protect their data online. Almost 8 in 10 (78%) are actively limiting the amount of personal information they put online or share with companies – and for those organisations that have struggled to keep information secure in the past, the ramifications are severe.

“As milestone regulation, such as GDPR, comes into effect this year, data security and privacy are hot on the agenda for consumers and companies alike,” said Rashmi Knowles, Field CTO, EMEA at RSA Security. “Consumers are keenly aware of recent high profile breaches, and are therefore demanding much more from the companies that handle their data.”

“The business impact of not ensuring appropriate levels of security are in place will reach far beyond fines for compromising customer data. With more than half (54%) of respondents less likely to buy from a company they know to have mishandled data, and 62% inclined to blame the company above anyone else if data is lost, it’s clear consumers are ready to vote with their feet against organisations that fall short of their expectations. The financial and reputational damage of a data breach in 2018 could be devastating.”

In contrast to the concerns about stolen data, consumers are willing to reward those companies that can prove data is being handled responsibly – with 50% of respondents more likely to shop with a company that can prove it takes data protection seriously.

“Consumers clearly understand the value of their personal data and”, Knowles continued. “While there may rightly be occasions for caution, they are willing to part with it under the right circumstances. Almost a third (31%) of respondents believe companies that have more of their customers’ data are able to offer better and more personalised products, and over a quarter (26%) would gladly trade their data for an improved customer experience or service.”

The most commonly falsified types of personal information, include:
• Phone number (27%)
• Date of birth (17%)
• Email address (16%)
• Home address (15%)
• Name and age (both at 14%)

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