IDENTITY THEFT ROBS CONSUMERS
OF PEACE-OF-MIND:
AMERICANS TAKING MEASURES TO PROTECT THEMSELVES

Steps Taken by Americans Actively Trying to Prevent Identity Theft	% Actively Trying to Prevent Theft
Avoid giving my social security number out	87%
Shred or destroy bank and/or credit card information	83%
Shred or destroy any credit card or other direct mail offers	81%
Create passwords containing numbers and letters	61%
Avoid buying or making donations via the phone	58%
Only purchase goods online from a reputable Website	56%
Install a computer firewall at home	52%
Read the privacy statements and/or bank liability clauses	50%
Check my credit report more frequently	38%
Only use one credit card for purchases	31%
Avoid shopping online	31%
Avoid using my debit/check-cashing card for purchases	20%
Subscribe to an identity theft protection program	11%

“Three out of five consumers are telling us that banks are not doing enough to educate them on how to protect against identity theft, as most are learning about it through television commercials and/or news reports,” said Lee Smith, president and COO, of InsightExpress. “Credit card issuers and primary banks stand a better chance of capturing and retaining customers if they take a more proactive approach in educating and protecting consumers against the threat.”

In terms of liability, almost half of consumers (48%) expect that they would be at least partly responsible for charges made on their credit card should they become a victim. Almost three out of five (58%) say the person who stole the card is responsible, followed by the institution who issues the card (33%), the institution that approves the credit card charge (29%), and the merchants (26%).

Respondents for this study were randomly recruited online using InsightExpress' patent-pending e-RDD methodology. The survey was created, distributed and tabulated during a 48-hour period in late April 2004. The data has a tolerance of +/- 4.4%.

About InsightExpress
InsightExpress is the acknowledged pioneer of rapid turnaround, high-quality, online market research services. With its award-winning and patented technology, market research expertise, and access to more than 100 million online individuals, InsightExpress enables its clients to easily harness market research to make the right business decision in real time. InsightExpress is affiliated with General Atlantic Partners. Visit us on the Web at www.insightexpress.com or call 203-359-4174. (...BACK)