Kaspersky: Users do not recognize the importance of data

According to the new Kaspersky Lab research, people totally comprehend the value of data but they didn’t know exactly its important till the data are stolen.

These findings are part of Kaspersky Lab’s “My Precious Data” study, showing how users will worry about data loss, even if the data is not considered important to them.

During the study, users agreed that the important personal data (private photos and videos, and sensitive clips) is the type of data that make people most worried when data are lost. For example, the prospect of lost phone contacts is considered to be very troublesome for users, which is among the three most annoying data loss cases despite the fact that the directory information is in a very low position in the importance of data.

This research shows the contradictions in the importance that people put into their data, and the reality of the nuisances they face when losing data that they did not find data important at first.

In part of the study, Kaspersky Lab worked with psychologists at the University of Wuerzburg to measure the psychological response of users to data loss in a series of three experiments. While psychologists expected to see a stronger response to important data loss, they are surprised to find that participants also show signs of sadness when they lose the range data.

During the test, psychologists measured the perspiration of the participants. People have lots of sweat when they believe they have lost a lot of important data, however, the level of sweat does not decrease as much when less important data is lost.

The same model was found in two other experiments. For example, the user’s nose temperature decreases with the loss of important data that has been simulated. The indicator of this tension shows that the respondents were really scared. However, nasal head temperatures also decreased when participants reported that they lost their data and that the difference in temperature was not significant. The results are similar when performing facial expressions experiments.

Dr Astrid Carolus, a psychologist at the University of Wuerzburg, said: “Our research shows that users rarely say that their data is valuable, which is one of the future challenges. Therefore, it is important to point out how the data is meant to be personal to each person, and to help people understand the value of data as a business is aware of. The importance of data, people need to understand that images are not just images and directories are not just contact information. It is necessary to spread the value of the data so people can understand the preciousness.”

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