Highlights from our analysis of major data breaches at US publicly traded companies.

1. MAIN STREET vs. WALL STREET
Consumers expect more preventative
action from retailers, instead of the
banks and card issuers
Data security issues have significant bottom line impact
Compared to banks and card issuers,
consumers cast more blame on retailers
Retailers, banks and card issuers are divided over who is at fault for the recent data breaches at some
large U.S. retailers. Retailers say that banks and card issuers are to blame for issuing unsecure debit and credit cards.
Banks and card issuers say that retailers are at fault for lacking necessary security features on their networks.
Who do consumers side with?
Average cost of a data breach
per organization2
Of consumers have reported
boycotting affected retailers
Average decrease in stock price
12 months after a data breach3
$5.5 million34% 11%24%
Of consumers have started
shopping more at online retailers
Retailers face a difficult opinion environment
Find it fair that
retailers—not the credit
card issuer—shouldbe
financiallyresponsible
for fraudulent charges
that result from a
data breach
Believe the fault is with
retailers for lacking
the necessary security
measures instead of
banks and card issuers
for issuing cards with
faulty technology
State the best defense
is for retailers to
strengthen retail
networks over making
debit and credit cards
more secure
Despite high marks for industry
reputation relative to the
banking industry1
…
Criminals Retailers Banks
79% 61% 34%
58%Positive
view of retailers
15%Negative
view of retailers
Have seen, read, or
heard about recent
retail data breaches
83% Are concerned
about data breaches
at retailers
94% Believe retailers are
not doing enough to
prevent data breaches
75%
Methodology: Brunswick surveyed 750 consumers online on January 24, 2014. 1 Harris interactive - 2013 RQ Summary Report
2 Open security foundation/datalossdb.org; Institute “Cost of a Breach Study”, 2011
3 Brunswick Group 2014: “Insight Analysis of Major Data Breaches at Publicly Traded Companies – Main
Street vs. Wall Street: Who is to Blame for Data Breaches?”
WhoistoBlameforDataBreaches?
25%Positive
view of banks
54%Negative
view of banks
Consumers are nearly as likely to
hold retailers responsible for breaches
(61%) as the criminals themselves
(79%), rather than blaming banks
and card issuers (34%)
In this situation, retailers don’t get
the benefit of the doubt