Kaspersky: Users Do Not Realize Importance Of Private Data Until They Are Lost

Jul

12

2017

According to a Kaspersky Lab study , while people claim to be aware of the value of their data, they actually know their value only when they lose it, confirming that, according to the company, “you only know the value of what you own when you lose it” Ever for the digital age.

The company said people often feel anxious and upset when they know they have lost data previously viewed as “trivial.” These results, reached in the Kaspersky Lab study entitled “My Precious Data,” reveal how sad and unfortunate one of us loses data, even if it is not necessarily important, or particularly valuable to its owners “He said.

During the study, respondents acknowledged that the data that was most important to them (such as their own photos and videos) was also one of the most common types of data they felt sorry for. However, the data deemed irrelevant for many has caused great loss to their owners. For example, the loss of contact data is very unfortunate for many, and comes at the top of three types of data that people feel sad about losing, even though contact data comes in late in terms of importance.

Thus, the study revealed discrepancies in the importance people attach to their statements, as well as the fact that they are saddened and sad when they lose the data they previously considered insignificant.

Kaspersky Lab also collaborated with a group of psychologists at the University of Würzburg to measure people’s physical reactions to data loss by conducting a series of three experiments. While psychologists expected to see much stronger reactions to the loss of important data, they were surprised to note signs of despair and frustration on participants’ faces as they lost important data.

During the test, psychologists measured the electrical activity (change in the activity of the sweat glands in the skin). While sweat began to be felt by users because of the discomfort they felt because they believed they had lost important data, sweating levels were close to other participants when they knew they had lost trivial and insignificant data.

The same scenario was repeated in two other trials. For example, the front of the nose has decreased in those when the important data loss case has been simulated. This physical stress indicator showed that the participants showed a chill accompanied by fear.

In parallel, there was also a drop in the temperature of the front of the nose when participants thought they had lost insignificant data, and therefore, the difference was not as wide as predicted by psychologists. Similarly, when conducting systematic analyzes of facial expressions, the experiment revealed sad expressions on participants’ faces when simulating both the loss of important and unimportant data.

Although the experiments showed a state of fear and panic that affected the participants because they believed that their data might be lost, the difference in electrical activity, the temperature of the front of the nose and the sad expressions was very small when comparing important and unimportant data loss cases. This is an indication that the loss of unimportant data is also physically disturbing, as participants are unaware of the importance of such data for them only after they have been lost.

“Our experience shows that people rarely think, at least until now, that their data are so important,” commented Dr. Astrid Carrollos, a psychologist at the University of Würzburg. One of our future challenges is to help people understand what companies have already realized: data are valuable assets. Therefore, it is important here to determine the status of data, and what it means to people from the personal side. To know the value of the data, people need to understand and feel it. For example, those images, not just images, are not just contacts. These categories of data represent invaluable memories of people’s lives and are an expression of their personality and belonging to social networks. There is a need to raise awareness about the value of data among users, so people may just realize the true meaning of their precious data on their hearts. ”

“This study suggests that the problem of data loss causes a lot of emotional and physical reactions in individuals,” commented Andrei Mocola, president of consumer business at Kaspersky Lab. However, it seems that people do not really know what kind of data is most important and valuable to them until they are actually lost. They show physical reactions even if they think they have lost irrelevant data. This may indicate, in one way or another, that individuals do not give their data stored on their smartphones, tablets and computers the place they deserve, and also give up their optimal security protection, despite their strong claim to be attached to them. Therefore, they are still unaware of the value of their actual data and the need to take the most appropriate security measures to protect them. “

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