Study finds deep disconnect between Americans’ attitudes and
actions when it comes to online security and privacy
Threat-level persona groupings emerge, correlating Internet users’
actions, attitudes and beliefs with their online vulnerability
LONDON–(BUSINESS WIRE)–Hide My Ass!, the leading global
virtual private network (VPN) provider, today announced new research
revealing that in a post-Snowden world, consumers are doing little to
protect their online lives. The study, conducted in partnership with
Morar Consulting, an independent third-party research firm, found that
while two thirds of respondents say they would like extra layers of
online privacy and security, their actions prove otherwise. It also
found that few consumers are using readily accessible, but highly
sophisticated, tools such as email encryption programs, anonymity
software or privacy-enhancing browser plug-ins – and less than half even
know what a VPN is.
“Even with the NSA revelations and a seemingly endless onslaught of
celebrity hacks and public data breaches, Americans still turn a blind
eye to their vulnerability online,” said Danvers Baillieu, the chief
operating officer of Hide My Ass!. “While many people say they want to
protect themselves online, it is difficult for them to sacrifice things
like their level of social presence. For too many, the gratification of
a ‘like’ severely outweighs the investment in building a digitally
secure life. When it comes to choosing either security or convenience,
the latter almost always wins.”
Key findings of the study include:
63 percent of respondents have experienced online security issues,
and, of those, only 56 percent have made permanent behavior changes
Nearly 1 in 4 (24 percent) use unsecured public Wi-Fi, leaving their
information wide open to prying eyes, quite often or all the time
Two thirds (67 percent) say they would like extra layers of privacy,
but shockingly few use the currently available tools
- Only 16 percent utilize privacy-enhancing browser plug-ins
- Only 13 percent use two-factor authentication
Only 11 percent use a VPN
- Nearly half (44 percent) are not at all familiar with VPNs
- A mere 4 percent use anonymity software (such as Tor)
70 percent note that the exposure of personal information online
reduces their level of social media use and presence
But only a quarter have strict privacy restrictions in place on
- But only a quarter have strict privacy restrictions in place on
While two thirds say they are likely to shred physical documents
containing personal information (SSN, home address, birth date, etc.),
they are happy to post this information online:
- Email address (51 percent)
- Home address (26 percent)
- Personal phone number (21 percent)
Through this study, which interviewed more than 2,000 individuals at a
representative sample of the U.S. population, HMA! also found how
consumers approach their online security and privacy. Leveraging these
findings, HMA! defined the “Digital Life Spectrum,” which includes five
distinct user personas, complete with their celebrity doppelgangers.
These personas revealed different approaches to online life, including
The Old School Sharer — users who are hesitant to share personal
information or participate regularly on social media and lack
confidence that they are protected from threats.
The Cautious Contributor — users who, while also apprehensive about
new technology, are more socially inclined and learn from the mistakes
of the past.
The Online Nudist — users who seek out and bear everything to their
online community, craving a high amount of interaction with their
peers through social media.
The Social Savvy Butterfly — users who, though social and seeking
interaction from online communities, have stepped up their game and
take precautions to ensure their personal information stays safe.
The Digitally Enlightened — users who employ the highest levels of
security, which enables them to safely maintain their highly active
Through identifying these personas, this study found that while some
users take a more reactive approach, tentatively dipping a toe into
their online life, others take a more attentive, proactive approach,
embracing the digital revolution.
To learn more about this study and to view these personas and their
celebrity lookalikes, please visit this site to download the full survey
summary report, take a quiz and view the accompanying infographic: https://www.hidemyass.com/digital-life-spectrum.
To learn more about consumer behaviors and attitudes relating to mobile
privacy and security issues, download the MEF
Global Consumer Trust Report 2016 in association with AVG
Technologies, which acquired Hide My Ass! in 2015.
About Hide My Ass!
Hide My Ass! (HMA!) helps millions of people all over the world to
safely and securely enjoy the world-wide-web, preserving our fundamental
right to choose how and when we share personal information. Founded in
2005 by Jack Cator, who was recently featured on Forbes’ 30
Under 30 list, the Hide My Ass! virtual private network offers
market-leading server coverage. Encompassing every single country in the
world, its 934 servers in 340 locations provide more than 250,000 active
subscribers with over 126,299 IP address choices. It is now a global
company based in London with offices in the UK and Serbia.
In 2015 Hide My Ass! was acquired by AVG® Technologies N.V. (NYSE: AVG)
the online security company™, which has now added HMA!
Pro VPN to its existing portfolio of security software and services.
Hide My Ass! is a champion of net neutrality and a committed
anti-censorship campaigner. It believes strongly that everyone should be
entitled to freedom of association and open access to online information.
The survey was commissioned by Hide My Ass! and conducted by Morar
Consulting. It was conducted in November 2015, polling 2,000
individuals at a representative sample of the U.S. population to
discover insights into how consumers approach their online privacy and
security, as well as identifying defining characteristics that separate
individuals online regarding their awareness, intention and action.
Ashlyn Hewlett, 801-461-9772