Breach Reach : Google Insights

UPDATE: I had to remove the Google Insight widgets and replace them with static images. There was inconsistent loading far too often in non-Chrome browsers. Click on the graphs to go to the Google Insights detail pages for more interaction with the data.

Information security breaches have been the “new black” in the past eighteen months, with the latest fashion-trend being the LinkedIn passwords fiasco. This got me thinking: what is the “half-life” of a breach? It’s becoming obvious that users do not see the security of their information as a service differentiator or even a tier one decision point when choosing to use a new social network or online application. (How many of you closed out your LinkedIn accounts?) But, just how quickly does their attention wane from a breach event? Pretty quickly, if one formulates a conclusion based on Google Insights search data.

Let’s start with LinkedIn

We have a burst that – if one is generous – captures interest for about a week. Even more interesting is that it seems said interest was limited to very specific geographic regions:

Plus, the incident continues to help show the lack of impact breaches have on stock price:

But, LinkedIn is not exactly a broad-reaching service (i.e. it’s no Facebook).

Breaches Don’t Stop The Shopping

Investor exuberance notwithstanding, LinkedIn is kinda boring since folks use it to actually publish personal data to the world. While it has some private messaging and may hold some financial account information, it’s not like Zappos which has payment information and shopping history, and who was also breached this year. How long did they get attention?

While there is a longer, flat tail, attention is still about seven days (you can interact with the chart and zoom in to verify that claim) and Zappos’ overall consumer interest does not seem to have waned:

Sownage Revisited

The word “Sony” is now almost synonymous with “breach” in the minds of most information security folk. It’s our “go to” example when talking with executives and application teams. Unfortunately, for the purposes of comparative analysis, it wasn’t just one breach. So, while the chart shows closer to a ten week interest period, that makes sense when one considers there were over ten news stories (one for each new breach):

I won’t go into the details as to why including a stock price chart has little efficacy in determining breach effect for Sony (it’s been analyzed to death), but a comparative look at “PlayStation” (with an added factor for “iPad”) shows (to me) that the breaches had far less impact on interest in the PlayStation (one of the main breach targets) than the iPad had:

Breaches Spook The Spooks

So, if breaches are of little interest to the consumer, they must have greater impact on the community that has some skin in the game, right? Kinda. If we look at the RSA & Lockheed breaches:

We see that the Lockheed breach kept attention from mid-April to about mid-July (12 weeks) and RSA spiked twice for about four weeks each time. Both of them were intertwined in the news and RSA had numerous (to be blunt) PR-events that helped keep focus on both.

RSA is part of EMC, so a stock view analysis has many other complexities that make it less than ideal, but both companies (EMC & Lockheed) did not seem to suffer from the extended initial breach interest:

Only One View

I mentioned at the beginning of the post that this was intended to be a single-factor analysis, limited to what insights Google gleans from what folks are searching for. It doesn’t provide a view into enterprise contractual agreements, service usage patterns or even blogger/social media sentiment analysis. Yet, folks search for what they are interested in and when I add a few parameters to the LinkedIn chart:

we see that people are far more interested in Scarlett Johansson, gas prices and even Snookie than they are in LinkedIn insecurity. Perhaps breaches just aren’t sexy enough or personally impacting enough to truly matter…even to security professionals.

Cover image from Data-Driven Security
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1 Comment Breach Reach : Google Insights

  1. Adam

    Interesting post, thanks for generating and sharing the data!

    I’m not sure, though, if we can equate ‘search queries’ to either ‘interest’ or ‘brand impressions.’ Any thoughts on if they equate, or if not, how to get to an equivalency?


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