The Use and Non-Use of Cybersecurity Tools Among Consumers: Do They Want Help?

Cybersecurity behavior changes over time, as do the recommendations for how one may best protect themselves from cybersecurity threats. This paper examines current trends in what protective measures people take, such as using a password manager, virtual private network (VPN), or anti-malware software. The reasons why people employ these protective measures is explored, including why some choose not to and whether or not they are willing to pay for cybersecurity protective services, including on-call expert access. The evidence indicates that there is an important place for security education, training, and awareness (SETA) programs to help those that do not use such measures, as well as concerted efforts to improve the self-efficacy of individuals, especially females and adults 35 and over. About one in three individuals are willing to pay for cybersecurity services that include on-call access to cybersecurity experts. However, establishing a proper price point for such services remains critical.