a good thing!
New data shows 81% of consumers prioritize ease of use online, with identity theft highest concern over financial loss
DENVER, CO — October 24, 2023 Ping Identity, a leading provider of seamless and secure digital experiences, released its annual survey that evaluates consumer sentiment around the online brands they engage with. The report surveyed consumers worldwide across 14 regions and found a need for easier and more secure capabilities that address concerns around identity theft and simplified access.
Expanding on trends from last year's report, consumers are emphasizing their need for convenience online, but continue to place value on effective security strategies. According to the latest findings, 81% say that ease of use is important to their digital experiences, 65% would switch to a comparable brand if it offered passwordless authentication, and 63% are most concerned about identity theft, ahead of financial loss, when it comes to having their information online.
Read the full survey: Brand Loyalty In the Age of the Digital Economy
"In today's world, consumers hold all of the power. Not only is there more competition among brands to see who can deliver the best digital experience, but consumers are more informed than ever. They know what they want from an organization to create a positive digital experience – and they're willing to leave a brand that isn’t meeting their needs," said Peter Barker, Chief Product Officer at Ping Identity. "To stay ahead of competition, businesses need to create easy and personalized experiences that alleviate security concerns without collecting too much personal data"
Key global findings underline the importance of ease of use:
While consumers want simple digital experiences, they also want to know their data is secure, especially given the recent proliferation of artificial intelligence (AI):
The findings detailed in this report are based on responses collected from two surveys. The first survey gathered responses from 9,519 consumers across 14 regions, and the second survey gathered responses from 3,400 consumers in five select markets: the US, UK, France, Germany, and Australia, to learn more about consumer attitudes around their digital experiences, from engaging with brands to their security preferences.
At Ping Identity, we believe in making digital experiences both secure and seamless for all users, without compromise. That's digital freedom. We let enterprises combine our best-in-class identity solutions with third-party services they already use to remove passwords, prevent fraud, support Zero Trust, or anything in between. This can be accomplished through a simple drag-and-drop canvas. That's why more than half of the Fortune 100 choose Ping Identity to protect digital interactions for their users while making experiences frictionless. On August 23, 2023, Ping Identity and ForgeRock joined together to deliver more choice, deeper expertise, and a more complete identity solution for customers and partners.
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