When it comes to implementing big data analytics, cloud services should be a first-class option, not an exception.

In new research, Forrester writes that cloud-based big data solutions should be top of mind for enterprises to deliver deeper, more differentiated business insights. Why? Cloud services can deliver the fastest big data time-to-results and more focused agility, as well as leverage the cost advantages of shared consumption and pay per use. Further, external data sources can be easily tapped as API-based sharing becomes the norm.

So what’s keeping enterprise adoption back? Forrester finds that data security is still a top reason why firms hesitate to use cloud services of any kind. That’s surprising given that many firms put some of their most valuable customer information in Salesforce and that recent publicized breaches of cloud-based data have been the result of user error, not a flaw in the cloud service.

Learn more about the research here.