Larry Ponemon, author of the report and head of the Ponemon Institute, explained to eSecurity Planet that it’s important to understand the components of what drives up data breach costs. One such component is cost of customer churn, which Ponemon found decreased 13 percent in the latest study. However, the decline in customer churn might be attributed in part to an increase in data breaches.
“As individuals get more notifications, they get used to them,” Ponemon said. “So after awhile, you are just immune to the notification, because you haven’t really suffered.”