To share or not to share What consumers really think about sharing their personal information ENDNOTES 1. China, Germany, the United States, Japan, the Netherlands, and Australia. 2. Unless otherwise specified, all survey results described in this report apply to US respondents only. 3. Bill Hardekopf, “The big data breaches of 2014,” Forbes, January 13, 2015, https://www.forbes.com/sites/moneybuild- er/2015/01/13/the-big-data-breaches-of-2014/#12b8d64eefe6, accessed January 13, 2015. 4. “U.S. warns of security flaw that could allow hackers control of heart devices,” CBS News, January 10, 2017, http://www. cbsnews.com/news/cybersecurity-flaw-that-could-allow-hackers-control-of-heart-devices-united-states-warns/. 5. A relatively new metric, return on data (ROD) is a percentage derived by first assessing the gain to the consumer from the data, then subtracting the cost of the data, and then dividing this difference by the cost of the data. ROD gives researchers the ability to assess the potential investment in data analytics. To learn more, see Dorin Selz, “Return on data—ROD,” January 20, 2016, https://squirro.com/2016/01/20/return-on-data/. 6. Deloitte, Cyber crisis management: Readiness, response, and recovery, 2016, https://www2.deloitte.com/content/dam/De- loitte/global/Documents/Risk/gx-cm-cyber-pov.pdf. 7. David Wheeler, “The rising revolt against customer surveys,” The Week, September 30, 2015, http://theweek.com/ articles/577882/rising-revolt-against-customer-surveys. 7