Data privacy and security are becoming central to the modern online experience. Globally, consumers are bombarded with headlines about rampant data misuse, while large-scale security breaches continue to be the new norm. To better understand how this turbulent environment is impacting consumer relationships with their service providers—and consumer security behavior in general—Ping Identity recently surveyed more than 4,000 people across the U.S., UK, Australia, France and Germany.
The results show that consumers are no longer confident in the ability of companies to protect their information online, and are ready to hold these organizations accountable for security lapses and other breaches of trust, such as data privacy violations. At the same time, however, consumers show a general lack of understanding of the risks to which they’re exposed, and a limited awareness about best practices for protecting their data online. These conflicting mindsets and actions are likely putting them at greater risk of diminished protection.
- 81% of people would stop engaging with a brand online following a data breach, up slightly from 2018 (78%), including 25% who would stop interacting with the brand in any capacity.
- 63% of people say a company is always responsible for protecting user data, even when users fall victim to phishing scams or use unencrypted Wi-Fi connections.
- More than one half (55%) of people say a company sharing their personal data without permission is more likely than any other scenario to deter them from using that brand’s products, even more than a data breach (27%).
- Nearly one half (47%) of respondents have let others use their password for an entertainment or e-commerce service. Additionally, nearly one quarter (24%) of that group say they are likely to reuse passwords from entertainment and e-commerce sites for a service that can unlock more personal information, such as email and banking.
- 65% of people are frustrated by login experiences, which is no surprise considering the same percentage have been locked out of their accounts at least a few times a year. The frustration leads to action: One third (33%) of people have stopped using a device, app or service or have left a bad review following an inconvenient login experience.