Comparing the Effectiveness of Text-based and Video-based Delivery in Motivating Users to Adopt a Password Manager
Yusuf Albayram, John Liu, Stivi Cangonj · 2021
Despite security experts advising the use of password managers to securely manage online account passwords, the adoption rate of password managers among users is still low. To compare the effectiveness of using text-based and video-based delivery methods in encouraging users to start using a password manager (i.e., behavior change), we designed a study (n = 285) with three groups (control, text and video). The control group answered only the survey questions. The video group was presented with a video explaining the risks of poor password hygiene and how password managers can help to mitigate these risks. The text group was presented with a text version of the same content with only minor changes, preserving the essence of the content. After the initial survey, we conducted two follow-up surveys over a span of two weeks to see whether text/video interventions were effective in motivating participants to start using a password manager. We found significant differences between the video and text groups in terms of risk perceptions, and attitudes towards using a password manager. In turn, participants who watched the video were found to be significantly more likely to adopt a password manager than both the text and control groups. Finally, we present our qualitative data analysis to shed light on participants’ motivations behind their decisions.