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Read more Online Fraud Mindshare Whitepaper (Media-Based)
Establishing Market Mindshare on Online Fraud and Online Security Using Aggregated Media Coverage
The Online Fraud Mindshare Whitepaper is a 20 page research document focusing on establishing perceived market mindshare related to online fraud by using aggregated media coverage to answer 10 basic questions. The premise of the research is that aggregation of media coverage over time can show general market mindshare trends due to media bias for high interest stories.
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Prepared Research
Online Fraud Mindshare Whitepaper (Media-Based)
News articles and stories related to eCommerce fraud and security in the media play an important role in shaping the perceptions and direction of the industry for both consumers and businesses alike.
Establishing Market Mindshare on Online Fraud and Online Security Using Aggregated Media Coverage
The Online Fraud Mindshare white paper is a 20 page research document focusing on answering 10 basic questions related to establishing the perceived mindshare of the market related to online fraud.
The 10 questions being answered in the white paper include:
- What are consumers more concerned about when going online, is it online fraud or is it online security?
- What online threats held the highest mindshare in the media over the past 10 years?
- How much attention is online security and fraud getting in relation to general internet use?
- How is online fraud ranked in relation to general fraud methods?
- Over the past 10 years where has information related to online fraud prevention been coming from? Who has the thought leadership in this space?
- How do fraud prevention techniques compare, which ones are considered to have more mindshare? Which ones are moving up? Which ones are moving down?
- How influential have the credit card associations been in online fraud prevention?
- Who are the top 20 fraud prevention service providers in terms of media mindshare?
- Who does the market most closely associate online fraud with, credit card associations, merchants, consumers or banks?
- Over the past 10 years how has mindshare changed related to alternative payments?
--White Paper Extract--
Understanding the Relationship of Media Coverage and Mindshare
News articles and stories related to eCommerce fraud and security in the media play an important role in shaping the perceptions and direction of the industry for both consumers and businesses alike.
The premise of this white paper research is that the aggregation of media coverage over time can show general market mindshare trends due to media bias for high interest stories. News articles that have higher market interest will more likely have copy cat articles, follow on articles, blog entries and editorial responses than articles with less market interest; therefore providing a means in which to measure overall market interest at a given time on a given subject. This research is considered to be informational, meaning it should not be considered as the definitive measure of mindshare on its own. There are a number of methods to measure mindshare, and media coverage represents 1 of the 12 factors we use for measurement.
While the ability for companies to issue press releases has the ability to impact mindshare, it does not mean that mass issuance of press releases will have an impact.
Tthe issuance of a press release does not mean a company is going to get the attention of the media or the market. In terms of overall percentages, of the 1.3 million articles used in this research sample set, only 3% directly mentioned a press release. This does not mean that 3% were actually original press releases; the number of original press releases would actually be lower as some of these articles made reference back to the original press release. Additionally the research found that only 2.4% of the fraud articles actually mentioned one of the 100 plus fraud service provider companies The Fraud Practice monitors.
Research Methodology
The research results were derived from term searches conducted on the Google News Archive service. Using a list of 2 topics, 3 semantic variations, 230 terms and 111 company names searches were conducted on the combination of 2 to 6 components to determine if an article was related to the specified research criteria. For each question in the research set, the same combination of components was used with the exception of the term for correlative purposes.
Mindshare in Relation to Online Fraud versus Online Security
What are consumers more concerned about when going online, is it online fraud or is it online security?
Online security has significantly higher mindshare than online fraud during the timeframe between 1999 to 2009. On average, for every 8.5 articles on online security there would be 1 article on online fraud. In 2000 media coverage related to online fraud and security doubled from 1999. The Fraud Practice attributes this rise to three events; (1) successful hacks into Microsoft, Yahoo and eTrade in 2000, (2) a study by the National Fraud Center in March of 2000 directly linking online purchasing to a rise in identity theft, (3) the opening of the Internet Fraud Complaint Center by the FBI in May of 2000. In 2004 there is another spike of interest in online fraud and online security with over a 300% increase in the number of articles published in 1999. This heightened interest can be directly attributed to the emergence of large scale online phishing attacks against PayPal- eBay and financial institutions. Through May of 2009, online security topics still maintain higher interest with a 9 to 1 coverage ratio versus online fraud.
Mindshare in Relation to Key Fraud and Security Threat Topics
What online threats held the highest mindshare in the media over the past 10 years?
On average from 1999 to 2009 online bank account fraud has had the highest online fraud coverage rate in the media closely followed by online fraud scams and then online credit card fraud. This being said, mindshare related to online credit card fraud and online bank account fraud have been on a steady decline since 2002 while online fraud scams, phishing and identity theft have been on the rise. In 2009 the top two mindshare threat topics for online fraud are related to online fraud scams and phishing.
From 1999 to 2009 threat topics related to virus, antivirus and firewalls have held a dominate percentage of online security mindshare. Media interest in antivirus has been the most prevalent with on average 1 out 3 articles over the past 10 years on online security mentioning it. While mindshare related to antivirus has been stable, with some growth, mindshare related to viruses and firewalls have been on the decline since 2003. In terms of actual security threats, from 1999 to 2003 the mindshare was very focused with over 50% of all articles being written discussing 3 threats related to hackers, viruses and firewalls. From 2004 to 2009 the focus of the online security threat has been coming unfocused with more threats sharing smaller portions of the overall mindshare. While the top three security threats held 50% of the mindshare from 1999 to 2003 the top 3 threats in 2009 have been reduced to less than 30% of overall mindshare.
Comparing Online Security and Fraud Mindshare to General Online Usage Topics
How much attention is online security and fraud getting in relation to general internet use?
In this comparison mindshare is measured in relation to the overall percentage of annual media coverage when the coverage is related to online; investing, banking, research, gaming, social networking, shopping, security and fraud. Research, security and shopping are the three main topics of media coverage over the past 10 years. In short 7 out of 10 articles written about going online in the past 10 years will have included at least one of these topics. The percentage of mindshare on online fraud, banking and investing have remained constant over the past 10 years, even with significant coverage growth for emerging platforms related to social networking and online gaming from 2006 to present.
Most notably the mindshare related to online security has more than doubled over the past 10 years while mindshare related to online research has almost been cut in half. This is not to say the number of articles being written about online research is dropping; in fact the number of articles written in 1999 and 2008 are essentially the same. What is different is a significant increase in discussions on online security and shopping, along with the emergence of new general use topics. For comparison the annual number of articles related to online shopping and security more than tripled from 1999 to 2008.
Comparing Mindshare Related to Online Fraud versus Offline Fraud Techniques
How is online fraud ranked in relation to general fraud methods?
In this comparison mindshare is measured in relation to the overall percentage of annual media coverage when the coverage is related to ATM fraud, shoplifting, robbery, securities fraud, money laundering, credit card skimming, merchant fraud, credit card fraud, check fraud, ACH fraud, bank fraud, online fraud or identity theft. On average the top 3 fraud topics over the past 10 years have been robbery, online fraud and bank fraud. Online fraud has averaged 10% of fraud mindshare over the past 10 years while robbery has averaged 38% of mindshare.
There is a strong connection between online activity and fraud when the topic is related to credit card fraud, identity theft and bank fraud. On average 40% of articles on credit card fraud also mention online activity. Additionally on average 32% of articles related to identity theft and 20% of articles related to bank fraud mention online activity.
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Service Offering: Online Fraud Mindshare Whitepaper
Type: Prepared Research, White Paper, Discussion Document
Length: 20 pages
Last Update: June 2009
Cost: $650.00
General: The Online Fraud Mindshare white paper is a 20 page research document focusing on answering 10 basic questions related to establishing the perceived mindshare of the market related to online fraud. The following is an extract from the white paper to illustrate the type of information that can be found in the white paper.
The 10 questions being answered in the white paper include:
- What are consumers more concerned about when going online, is it online fraud or is it online security?
- What online threats held the highest mindshare in the media over the past 10 years?
- How much attention is online security and fraud getting in relation to general internet use?
- How is online fraud ranked in relation to general fraud methods?
- Over the past 10 years where has information related to online fraud prevention been coming from? Who has the thought leadership in this space?
- How do fraud prevention techniques compare, which ones are considered to have more mindshare? Which ones are moving up? Which ones are moving down?
- How influential have the credit card associations been in online fraud prevention?
- Who are the top 20 fraud prevention service providers in terms of media mindshare?
- Who does the market most closely associate online fraud with, credit card associations, merchants, consumers or banks?
- Over the past 10 years how has mindshare changed related to alternative payments?
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