LOS ALTOS, Calif.—A study by the Ponemon Institute on behalf of ThreatMetrix, a provider of device identification software, shows that a majority of consumers are “willing to let trusted online vendors profile their computers if it means increased security and reduced need to share personal information.”
Device profiling involves the analysis of information about an internet user's hardware, software and network traffic to identify typical usage patterns and to raise red flags, according to Information Week.
The study, “Online Consumers' Reaction to Device Fingerprinting,” surveyed 551 adult internet users about their comfort with device identification, and found that the majority believed that “online merchants, banks, and social networks should use technology, such as a ‘cookie’ or software, to safeguard customers.”
A majority were also concerned about the security of their personal information, including pins and passwords, however, with 80 percent concerned about becoming a victim of online fraud. In fact, a surprising 75 percent said computer authentication is preferable because it is more convenient than remembering passwords or answering pre-selected questions.
Other results include:
- Among survey responders who expressed concern over the use of device identification, 33 percent said they are worried that their personal information would be disclosed to other online businesses and services;
- 12 percent of respondents are concerned about merchants misusing or abusing the device authentication data themselves;
- 55 percent of those indicating concern noted they’d rather use passwords to prove their identities;
- 61 percent of total users surveyed said they expect to be notified if an online merchant was unable to match their computer’s device fingerprint to a security system; 83 percent said they expect the online merchant to provide alternative methods of verification if device identification proved ineffective.
Among those polled, shopping, search, email and social networks were among the online activities performed most often in a typical week.
“What this research says to me is that it’s incumbent upon online vendors to be upfront and clear with consumers about what they’re doing to protect them and how the device data being gathered will be used,” ThreatMetrix president and CEO Reed Taussig said.
