After the data breach heard 'round the world hit Target last year, will shoppers behave any differently this Christmas?
According to a new study by Deloitte, although 42 percent of consumers said they are concerned about their personal data when making in-store purchases, 56 percent will still shop this holiday at retailers that have experienced a data breach.
The research follows similar findings in a report from CreditCards.com released earlier this month, which found that 52 percent of major credit and debit card holders either "probably" or "definitely" would shop at a store where shoppers' personal information had been exposed.
"The consumer's now somewhat desensitized [to breaches]," said Rod Sides, principal at Deloitte Consulting.
This is particularly true among higher-income households, according to the CreditCards.com report. It found that only 31 percent of households earning $75,000 or more annually said they were likely to avoid affected stores, compared with 56 percent of those with an annual income of less than $30,000.