1.
1
EDELMAN BERLAND
Experian PMID
Tax Survey Report
January 2015

2.
2 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
WHO HOW MANY ACCURACY WHEN HOW
Adults
Nationwide
(Ages 18+)
Who File Tax
Returns
n=1,000
Margin of Error =
± 3.1%
Data Collection
Occurred
January 2-7,
2015
Online Survey
RESEARCH OBJECTIVE:
To garner media-genic research around consumers’ understanding of tax-related identity theft and
identity protection during tax time
Research Methodology

3.
3 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Most prepare their own taxes on their home network
56%
23%
10% 9% 1%
49%
23%
16%
11% 2%
56%
19% 17% 6%
1%
Myself Accountant Tax specialization
service
Family Friend
Tax Return Preparation
2011 2014 2015
37% Online-based tax preparation program
14% Tax preparation computer software
6% Without tax preparation software
85%
7%
4%4%
Self-Preparation Network
(Shown off % prepare their own
taxes)
Inside of my home on a secure
network
At work on a secure network
Q5: Who prepared your last tax return?
Q6: Which of the following best describes how you prepare your documents prior to submitting your return? [Asked among respondents
who prepare their tax returns themselves, n=563]

4.
4 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Tax filing has become increasingly electronic over the past four
years
48%
25%
20%
5%
2%
44%
35%
11%
5% 5%
46%
35%
10%
5% 4%
File myself, electronically Tax specialist,
electronically
File myself, by mail Tax specialist, by mail Tax specialist, don't know
filing method
Tax Return Filing Method
2011
2014
2015
61%
of those who mail
their taxes do not
send their returns
by certified mail
Q7: How do you file your taxes?
Q8: Do you send your tax returns by certified mail? [Asked among respondents file their own taxes by mail, n=98]
TOTAL ELECTRONIC
2011: 73%
2014: 79%
2015: 81%
 2011-15
+8

5.
5 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
89%
7%
3%
91%
6%
2%
1%
Personal computer or tablet
Work computer or tablet that
only I use
Work computer or tablet that
others use
Public computer
2014 2015
Q9: What type of computer do you use when filing your taxes online? [Asked among respondents who file their own taxes electronically,
2014 n=440, 2015 n=464]
Q10: To the best of your knowledge, does the device you used to file your taxes have current antivirus protection? [Asked among
respondents who file their own taxes electronically, n=464]
Nearly all respondents that file their taxes online report using a
personal device with up-to-date anti-virus protection
91%
3% 6%
Yes
No
Unsure
Computer Used to File
Taxes
(Shown off % file electronically)
Virus Protection
(Shown off % file electronically)

6.
6 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
43%
48%
6% 3%
38%
43%
12%
6%
1%
40% 39%
14% 5% 2%
Store in secure,
locked place
Store in an
unsecure place
Scan and store
electronically
Shred Throw out
without shredding
Tax Document Store
2011 2014 2015
Q11: What do you do with physical copies of your old tax documents?
Q13: Have you ever used Electronic Funds Transfer to receive a tax refund?
Electronic document storage and EFT also see a boost as part of the
online trend
22% 18%
73% 78%
2014 2015
Tax Refunds: Electronic
Funds Transfer Usage
Yes No Unsure
-9 +8
 2011-15:
+5
 2014-15:

7.
7 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Q20: How much of a tax refund, if any, do you expect to receive this year? Please include both your federal and state taxes in your estimation.
Q21: How do you plan to use your tax refund this year? [Asked of those that expect to receive a refund, n=826]
17%
16%
21%
23%
11%
12%
Expected 2014 Tax Refund
None
$1-$500
$501-$1,000
$1,001-$2,000
$2,001-$3,000
More than
$3,000
Most plan to use their tax refunds to build personal savings or pay
down credit card debt
46%
34%
18%
17%
13%
10%
7%
Savings fund/investments
Pay off/down credit card debt
Pay off/down personal loan
Personal shopping spree
Pay off/down student loans
Automobile purchase
Home down payment
Anticipated Tax Refund Usage
(Shown off % expect a tax refund)
83% expect a tax refund

8.
8 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
This year tax-filers are slightly more concerned about the
security of their personal financial information and the
possibility of a data breach
64%
53%
21%
26%
15% 21%
2014 2015
37% 34%
28% 28%
35% 38%
2014 2015
Concerned
Neutral
Not concerned
Concern about
Tax Preparers Losing
Personal Data
(Shown off % use tax
preparer)
Concern about
Personal Data
Breach Through
Tax Return
Q12: To what extent are you concerned that your tax preparer/service is susceptible to losing your information? [Asked among
individuals whose taxes are prepared by someone else, 2014 n=510, 2015 n=435]
Q14: Prior to this survey, to what extent are you concerned that someone could access your personal data, such as your Social Security
number or banking information, through your tax return?
 2014-15:
+6
CONCERNED
 2014-15:
+3
CONCERNED

9.
9 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Consumers are growing more familiar with tax-related identity
theft and the IRS-issued PIN
22% 16%
19%
19%
57% 63%
2014 2015
Yes, familiar
Heard the term
No, not familiar
Unsure 7% 5%
54% 50%
39% 45%
2014 2015
Yes
No
Unsure
Familiarity with Tax-
Related Identity
Theft
Familiarity with
IRS-Issued PIN
Q15: Prior to this survey, were you familiar with the concept of tax-related, identity theft?
Q18: Prior to this survey, were you aware of the IRS-issued PIN?
 2014-15:
+6
FAMILIAR
 2014-15:
+6
FAMILIAR

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10 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
Q19: To what extent do you agree or disagree with the following statement: I am concerned about becoming a victim of tax-related
identity theft.
Q16: Have you or anyone you know ever been a victim of tax-related, identity theft?
Q17: You mentioned that you were a victim of tax-related identity theft. Which of the following actions did you take after this incident?
[Asked of tax-related identity theft victims, n=54]
55%
are concerned about becoming a
victim of tax-related identity theft
5%
have been a victim of tax-related
identity fraud
15%
know a victim of tax-related
identity fraud
54%
50%
50%
43%
41%
33%
Reported to IRS
Filed a complaint with FTC
Ordered a credit report
Put fraud alert on credit reports
Received IRS-issued PIN
Filed a police report
More than half are concerned about tax-related identity fraud,
and many know others who have been personally affected
Tax-Related Identity Theft
Victims’ Actions Taken
(Shown off % victim of tax-related identity
theft)