Assessing Home Internet Users' Demand for Security: Will They Pay ISPs?
One strategy for improving cyber security would be for Internet Service Providers (ISPs) to take a more active role in curtailing criminal behavior over the Internet. However, few ISPs today are offering robust security to their customers. They largely contend that home Internet users are unwilling to pay for improvements in cyber security. Yet no prior studies have attempted to quantify home Internet customers' willingness to pay the monetary and non-monetary costs of ISP security initiatives. The authors' research study took the first step in filling this gap in the literature. Specifically, they used choice-based conjoint analysis to examine the preferences of U.S. broadband Internet customers.