Recent data breaches make shoppers more diligent

Protecting personal data is now criteria for the "naughty and nice" list

Nov 24, 2014, 07:01 ET from Experian’s ProtectMyID

COSTA MESA, Calif., Nov. 24, 2014 /PRNewswire/ -- A recent survey from Experian's ProtectMyID® reveals that retail data breaches have raised consumer awareness of identity protection during the busy holiday shopping season. In fact, more than 70 percent of respondents shopping in stores noted they plan to stay aware of their surroundings when shopping. Consumers also expect retailers to keep their information safe: 79 percent would like to hear from retailers as to how those retailers plan to protect personal and credit card information – before the holiday shopping starts. However, the survey demonstrates that consumers could do a little more to protect their own information. For example, of those planning to shop online, nearly 40 percent still don't check to see if the site is secure. In-store, only 41 percent of respondents cover the PIN pad at registers when entering that information, leaving them exposed to "shoulder surfers."

"Many of this season's holiday shoppers received retail data breach notifications during the past few years and they feel that their identities are at risk more than ever before, whether shopping online or in-store," said Becky Frost, senior manager of consumer education for Experian's ProtectMyID. "However, consumers should understand that it's not just about retailers keeping their information secure; often an identity thief only needs a shopper's momentary lapse in focus to walk away with an unintended 'holiday gift' of personal information."

More survey results:

Shoppers' game plan

  • Ninety-five percent of survey respondents anticipate shopping at a physical store, while 86 percent believe they will shop online via a computer and 41 percent will make purchases online via a mobile device. (However, 30 percent of consumers believe their identities are more at risk when shopping online.)
  • Forty percent of surveyed consumers plan to shop with cash more often due to the recent retail data breaches.

Retail breach victims* take action

  • Retail breach victims plan to step up safety measures with in-store shopping. Nearly three-quarters (73 percent) of in-store shoppers said they would not leave a purse or a wallet in an unattended car while shopping, 75 percent plan to carry a closed wallet or purse while shopping and fifty percent plan to use a credit card or cash instead of a debit card.
  • Retail breach victims also demonstrate greater awareness and caution when shopping online, with 67 percent checking to see if a site is secure before making purchases and 61 percent logging out of personal accounts after shopping.

Tips to protect your identity while holiday shopping

  • Minimize wallet contents – Unnecessary items, like extra credit cards or a checkbook, can raise identity theft risks in the event that the wallet is lost or stolen.
  • Keep it covered – Protect your PIN when paying with a debit card by using your free hand or your body to obscure the keypad from the view of others around you.
  • Connect with caution – Do Internet shopping from a secure connection. It is easier for identity thieves to steal information over public Wi-Fi networks.
  • Stay secure – Shop only on websites that protect customer information; look for an "s" after "http" in the web address (https://) and the image of a secured padlock.
  • Be informed – Review credit reports and bank and credit card statements during and after the holidays to watch for potentially fraudulent transactions.  
  • Have a partner – Consider enrolling in an identity protection membership, such as Experian's ProtectMyID.

* Survey respondents who acknowledged having received a breach notification.

Survey methodology
The online survey was conducted by Edelman Berland on behalf of Experian from Oct. 29, 2014, through Nov. 3, 2014, among 1,005 adults ages 18 and older residing in the United States. The margin of error is plus or minus 3.1 percent. For complete survey methodology, including weighting variables, please contact

About Experian's ProtectMyID
ProtectMyID is a leading, full-service provider of identity theft detection, protection and resolution. ProtectMyID offers identity theft protection supported by experienced identity theft resolution professionals who deliver personal attention that customers can rely on.® is a Website owned by Inc., an Experian company. For more information about how ProtectMyID helps consumers protect themselves against identity theft, please visit

This press release is provided for general guidance and information. It is not intended as, nor should it be construed to be legal, financial or other professional advice. Please consult with your attorney or financial adviser to discuss any legal issues or financial issues involved with credit decisions.

About Experian
Experian® is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2014, was US$4.8 billion. Experian employs approximately 16,000 people in 39 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

For more information, visit

Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

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