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Target Data Breach Still Having Impact on Customer Shopping Decisions, Survey Finds
Monday, March 10, 2014 6:55 AM

The customer data breach at Target continued to have an impact on shoppers in January, according to a survey of 4,000 households in the U.S. that KantarRetail released last week.

Target’s database breach in December not only affected the retailer’s fourth quarter sales but also contributed to plummeting shopper penetration after the holiday shopping season, KantarRetail said.

About 33 percent of U.S. households said they shopped at Target or SuperTarget stores in January. That’s the lowest penetration number for Target in the past three years and 22 percent lower than January 2013, the survey said.

Highlights from the survey:

  • 46 percent of monthly Target/Super Target shoppers have monitored their credit/debit account more closely since the data breach compared to 26 percent of all shoppers
  • 12 percent of monthly Target/Super Target shoppers are more likely to pay with cash going forward wherever they shop, compared to 11 percent of all shoppers.
  • 4 percent of monthly Target/Super Target shoppers are less likely to shop the retail chain going forward, compared to 10 percent of all shoppers
  • 13 percent of monthly Target/Super Target shoppers still shop the retail chain, but only pay with cash, compared to 9 percent of all shoppers
  • 10 percent of monthly Target/Super Target shoppers changed their debit card PIN number as a result of the breach, compared to five percent of all shoppers.