Data security, cyber security, privacy, trust and regulation

An in-depth look at what Russian consumers want, what worries them, and how companies can win their trust – and their business

How Russian consumers see cyber security and privacy risks and what to do about it

Typically when performing surveys on cyber security and privacy matters it is the companies, and their CEOs, CIOs and CISOs, that are asked for their views.

However, now more than ever, Russian consumers are taking an interest in how companies and the government are tackling increasing cyber security threats and ensuring the protection of their personal information. So with this in mind we decided to conduct extensive research to better understand Russian consumer attitudes about data security, cyber security, privacy, trust and regulation. For example we asked consumers from across Russia how concerned they were about cyber security and privacy risks? Whether they believe that companies and the government are doing enough to protect their personal information? How they feel about the level of control that they have over their personal data? and what it would take to win their trust?

Trust is critical and it is clear that the companies that get this right will be able to offer a differentiated and potentially premium proposition to the market. It’s critical that companies understand and respond appropriately to their customers’ cyber security concerns. To earn consumers’ trust, they must vigorously protect customers’ data while respecting individual privacy as they look for ways to monetize that data. Companies must put cyber security and privacy at the forefront of their business strategy to win customers’ hearts– and earn their trust. And they must implement, meet, and clearly communicate robust data governance and privacy protection policies.

We hope you find the results of this survey – the first of its kind in Russia – interesting and valuable. If you would like a more in-depth conversation on the survey or cyber security and privacy matters please do not hesitate to get in contact.


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Tim Clough

Technology Leader PwC Russia


Our unique survey was designed to determine the attitude of Russians towards cyber security and data privacy issues. This survey is the first  of its kind because our respondents were ordinary Russian consumers.

From 26 March 2018 to 30 April 2018, we surveyed 1,680 people, 18 years of age or older, including 773 women and 907 men.

The survey’s geography covered the following cities with populations above 500,000: Moscow, St Petersburg, Yekaterinburg, Ufa, Novosibirsk, Kazan, Samara, Omsk, Perm, Rostov-on-Don, Volgograd, Nizhny Novgorod, Chelyabinsk, Krasnoyarsk, Saratov, Voronezh, Toliatti, Krasnodar, Ulyanovsk, Izhevsk, Yaroslavl, Barnaul, Irkutsk, Vladivostok, Khabarovsk,  Novokuznetsk, Orenburg, Ryazan, Penza, Tyumen, Naberezhnye Chelny, Astrakhan, Lipetsk, Tomsk, Kemerovo, Kirov and Makhachkala.

The goal of the survey was to analyse the expectations and concerns of Russian consumers, as well as ways to win their trust. To achieve this, we set out to:

  • Identify the level of concern among consumers about cyber security and data privacy risks
  • Find out whether consumers believe that government and corporate actions are sufficient to protect their personal information
  • Find out whether consumers believe they have control over their data
  • Find out how to win the trust of consumers

Contact us

Igor Lotakov

Managing Partner, PwC Russia

Tel: +7 (495) 967 6494

Alexei Okishev

Partner, Risk Assurance Leader, PwC Russia

Tel: +7 (495) 967 6000

Roman Chaplygin

Director, Risk Assurance, Cyber Security, PwC Russia

Tel: +7 (495) 967 6056

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