Here’s another visualization to consider based on demographical data generated from my Consumer Attitudes Toward Breaches research (sponsored by MAC). Did income levels matter in breach awareness? It appears to have mattered, yes, but not in the way you might expect. Below is a graph that shows how consumers reported their awareness of breaches as separated by income level.
When we add weights to our responses to make sure we are comparing apples to apples. What’s interesting here is that the smallest two and largest two income levels were the most aware of the breaches, while the middle three were much less aware. Do lower income segments watch their dollars more closely? Are higher income segments more likely to be tuned into news sources that report this? Or is it, perhaps, just based on where people shop (Target vs. Whole Foods, or Home Depot for DIY-ers)?
More insights to come, but in the meantime, go check out the paper and tell me what you think in the comments below!